9 Effective eCommerce A/B Testing Ideas For Your Business

Testing is the most fundamental way of experimenting with users. Be it your blog, affiliate website, or the eCommerce A/B testing.

In fact, it is one of the most effective ways to increase your Conversion Rate Optimization (CRO). But it only works if you as a marketer understand what to test and how the results could work in your favor. There isn’t a one size fits all testing idea, different tests can yield different results. And depending on what you’re trying to gauge and the result you’re aiming for, implementing the right a/b testing approach is vital.

What is A/B testing?

A/B testing is also termed ‘split testing’ in the online space. It is a method of experimenting with the two different versions of your web page, ads, email, or social media posts and then analyzing the results.

A/B testing is not a cakewalk; neither is it magic. Most people think A/B testing is a tweak of CTAs and colors. Unfortunately, it is much deeper than we think.

A/B Testing is not a one-day deal. It’s more like training regularly at the gym until you get the results.

How does eCommerce A/B Testing Works?

eCommerce A/B Testing Ideas for mobile

To start with the A/B testing, you need a goal, hypothesis, and a few testing tools which I have shared in the later section.

You can perform the A/B tests on your action button, emails, social media posts, paid ads, and checkout pages in eCommerce.

‘A’ is the current version of your web page and ‘B’ is the tweaked page where you will compare the results. Now, you can drive half of your traffic to page ‘A’ and the other half to page ‘B’. Finally, you can compare the performance of each page by analyzing the effective conversions.

  • Let’s say, you have created a shorter version of your email for your customers. However, you want to test it against the longer version.
  • You can use any email marketing software that tracks the CTR of your email.
  • Divide your email list into half and send the shorter version to the first list while the longer version to another list.
  • Finally, you can compare the two results after a week.

Don’t know what type of a/b test to run for your e-commerce store? here are some ideas you can start with!

eCommerce A/B testing ideas for your business

Your eCommerce website has various elements for split testing. Hence, you can make changes to the Homepage, sitewide changes, CTAs, Category pages, Products and Images, and changes to the checkout cart.

1.    Categories personalization for homepage

Your Homepage decides the bounce rate as well as the conversions on your website. Imagine your homepage being uncluttered; with a lot of categories and products.

While this might be good for first-time customers, but not for the customers with the intention of buying. The best way is to personalize the categories based on the user’s behavior and history.

Well, this is what sites with wide categories like Amazon and eBay do. After the first visit by their customers, they show up the personalized homepage categories based on the users’ history.

And, if you talk about category personalization, Netflix knows how to nail it.

2.    Search-based testing

Once you have personalized the categories, the next thing is to sort out the search recommendations. Creating a split-test for search recommendations can increase your revenue by up to 20%.

If you have a multi-niche website, I would suggest you skip this step. However, if you have a single niche store, you can test the variations.

A lot of eCommerce stores recommend the best-selling products when a user searches for that product. That’s a clever way to get the sales done.

You can also create a split test based on the search recommendations in the form of categories, sub-categories, blogs, or related products in the form of a list.

3.    Checkout page

Upsells & Cross-sells, newsletter sign-ups, and social sharing are effective triggers for the checkout page. Now, it depends on you to choose the variation you want and engage more users.

You can capture email, build lists, create more sales and offers and provide as many tweaks as possible on the checkout page. But remember, it should meet your objective.

The first version is the use of Offers on the checkout page. When the customers have reached the checkout page, they are halfway done. In my recommendation, you can perform the following split tests:

  • Create Discount Offers to capture the customers’ emails and build the list. You can also create a membership or subscription form as a co-benefit.
  •  To create more upsells, you can recommend the products on the checkout page.

Also, do not ignore the checkout process. No one likes the multi-page complicated checkout processes. Hence, perform a test between the single-page and multi-page checkout process to decide on your checkout page.

4.    Products images & description

Product images can be intimidating and it affects your conversions. A/B testing your images is an effective way to increase ROI.

You can make variations to product images and descriptions to find the best version of your test. I would recommend using A/B testing tools such as Shopify Products A/B Test.

This tool lets you make changes to the product description, image as well as to pricing. Make your changes manually or automatically and finally compare the sales between the two versions.

Types of product a/b testing:

You can try the full product page with loads of information and a lean product page that would display some information with the optimal image.

Furthermore, you can split test the descriptions or specifications in the list or in the form of an image. Try experimenting with the images in action as well as in the plain background. Let’s see which image will attract more customers.

Lastly, you can strike off the product price to display the price reductions. It is undoubtedly magnetic marketing for your customers.

5.    Recommended & related product pages

Your goal is to make more sales from a single customer. And, how’s that even possible?

The answer is, Upsells or Cross-Sells.

Most of the eCommerce platforms give features such as upsells and cross-sells that can help in increasing the ROI. Now, it’s up to you to choose the version that you want to test with your audience.

Usually, there are three versions to add the recommended products. The first version has no upsells, the second one has the recommended product below the main product and the third version recommends the product at the checkout page.

It would be fair enough to rule out the first version since you want to make use of the upsells. The second version might distract the buyer but you can add the product of the same type to create choices.

You can make use of the third version as an upsell. Let’s say, a buyer has added the shirt in the checkout cart, you can suggest ‘Tie’ to create upsell.  

6.    Email testing ideas

As someone said, “Money is on the list”, email is yet the most effective way to create sales and drive revenue. A lot of businesses hire professional email copywriters for this purpose.

Creating email content is not easy but it is even too far from being difficult. It needs a little brainstorming and some inspiration from the competitors. I would recommend some email marketing tools that offer split tests.

Most email marketers focus on subject lines to increase open rates and collect more leads. Try experimenting with the subject line of your email. You can use different colors, texts, variants of the subject line, or include images while doing a split test for your email.

Furthermore, you can test out different content of your email; shorter vs longer content of the email. At the footer, you can test out between a button and hyperlink text to check out the better conversion.

7.    Ad campaigns testing ideas

It would be foolish to invest in your PPC ad campaigns without proper keyword research and competitor analysis. Ad Campaigns are less pocket-friendly and one of the key factors in the online market.

Hence, it is better to perform the split tests before investing wholly in a single ad campaign. The best tool for testing out Ad A/B testing is Google Adwords. You can test one or more of the following elements of your ad campaigns:

  • The header
  • Body
  • The link
  • Target Keywords for your ad

Once you have launched your ad campaign, wait for about 100 conversions to test out the effectiveness. There are two primary goals for analyzing your test; to track the click-throughs and then collect the lead from those click-throughs.

After all, the higher the Click-throughs are, the higher will be your ROI.

According to the statistics, 3.5 billion people actively use social media worldwide. Considering the large number, it is crucial to design your social media campaign effectively.

8.    Social media testing

Social media testing in eCommerce can be a driving force for your CRO. You can create split tests by varying different elements of your social media posts.

  • Test out the post text: Create split tests with different post styles, use of emojis, post length, and the content.
  • Hashtags: Experiment with the hashtags. You can make use of different hashtags in the same type of product promotion to check out which works better.
  • Media: Use photos vs video split testing to check the better performing campaign.

Instagram and Facebook have become the top choice of consumers in 2020 for shopping online. If you plan to run a paid social media ad on Facebook, use Facebook Ads-manager to test the A/B functionality.

9.    Mobile navigation

70% of the customers prefer mobile shopping rather than on the desktop. Your goal should be to decrease the bounce rate and increase ROI. Creating a user-friendly mobile site would turn the tables for your business.

Perform the split test with the navigation menus. Try to remove the necessary elements of your mobile app/website. Do not overcrowd the homepage with products, or categories.

You can perform the split tests by using images/videos on your homepage.

Lastly, vary the size of your CTA buttons and experiment with the text buttons. Your mobile design should go well with your CTAs and navigational elements.

Best eCommerce A/B testing tools

To optimize your eCommerce website and create the split testing, you might need a few good tools for creating the split tests.

Few of them are category-specific while most of the split testing tools can serve multi-purpose.

E-Commerce builders such as Shopify or BigCommerce have A/B testing tools of their own. Tools like the Shopify product A/B test would be perfect for creating the A/B tests in Shopify.

For creating the email split testing, email marketing tools such as OptinMonster, Campaign Monitor, and MailChimp are the most preferred.

Landing page A/B testing or optimization can be done using tools like Howuku, Neat A/B, and Omniconvert.

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Hootsuite and Buffer are the best tools for social media testing. Other useful tools for split testing include Optimizely, VWO, and Google Optimize.


Do not rush with your testing and make sure you set up a goal beforehand. By testing out each element of your e-commerce store, you are making your sales funnel process a breeze. However, split-testing is not the only driving factor of an effective sales funnel. And, neither is the end to your CRO process. When done correctly, split testings leave a huge impact on your KPIs.

Note: Ready to apply all these tips to maximize your e-commerce store conversion rates? Sign up and try Howuku free for 14 days to get access to eCommerce A/B Testing and Heatmap tracking software that’s built to help you optimize your site and sell more!

The Ultimate Guide To SEO For 2022 & Beyond

Getting your website or page found in google search results is no walk in the park. It takes various content work, keyword optimization, and technical tweaks to your site for google crawl and bring it to the first page. 

It’s quite a complex process and it can take a lot of time, but do know that it’s possible to execute your website through Search Engine Optimization (SEO).

What is SEO?

The technique of increasing the quantity and quality of search engine traffic to a website or web page is known as SEO or search engine optimization.

SEO enables your company to have a greater influence on Google and become more noticeable to your target market.

Additionally, Google implements a number of algorithms to enhance the searcher experience. SEO has changed significantly over the past few years and will continue to alter as a result of these algorithms.

Three components of SEO

Usually, there are three components of SEO:

  • On-Page SEO
  • Off-Page SEO
  • Technical SEO

While each type of SEO can stand on its own, they each cover a specific facet of a website and the overall SEO ranking of your website will the sum of those three.

Yes, it’s possible to only do one of these three SEO components, but the result will only be a fraction of what’s ideal and may not be good enough to bring you to the first page of Search Engine Results Pages (SERP). If you want to get a higher ranking as possible you must cover all three bases.

On-page SEO :

On-Page SEO is a process of optimizing your web page for the search engines and users by using the relevant keywords throughout your content, headings, description, images, and anywhere required.

This is one of the most important components of SEO and is indeed the first thing that you should focus on.

On-Page SEO activity is everything that the search engines and most importantly, your users will notice on the web page.

Important aspects of On-Page SEO are:

  • Keywords and Content containing the target keywords and the keywords around them.
  • Including main keywords in H1, Title, Headings and in the images.
  • Linking the pages together in a website. (Internal links)

Off-page SEO

Off-Page SEO is a process to help improve your site’s reputation and build authority. This part of SEO is not focused on searchers but mainly on search engines.

Google prioritizes the pages that have high engagement such as comments or shares.

Also, Google also determines the page authority by analyzing the quality of links and the type of links that are given to the particular page.

Besides these two components, Technical SEO has gained importance in the last 2 years as Google’s latest algorithm focused on user experience.

Technical SEO

Technical SEO focuses on the technical aspects of your website. It includes the page speed, loading time, elements of the web page, and mobile-friendliness.

It includes tasks such as:

  • Sitemaps: This defines the website architecture. It helps search crawlers to fetch and crawl the page faster by understanding the site structure.
  • Page Speed: Faster your page loads, the better the user experience and the better your Google rankings will be.

While this part of SEO is mostly done by web developers, the other two parts can be done even if you just have basic technical knowledge.

Step-by-Step SEO strategy

There are ‘n’ number of SEO strategies on the Internet but not all of them would be right for you. It depends on the industry and the steps that you think are easy for you.

1: Keyword research: create a list of keywords

Keyword research is one of the cornerstones of your successful SEO campaign. It would be wise to say that keyword research is neither part of the On-page nor the Off-Page SEO campaign.

The goal here is to find the keywords that align with your target audience and clearly serve the searcher’s intent.

So, how do you find a popular keyword in your niche or industry?

The answer is by using a keyword research tool. Or simply using Google search engine.

If you have already decided on the topic, head to Google and type your keyword in the search box.

Notice the keyword suggestions that you get. Well, these keywords are a goldmine for you.

Google suggests the related keywords or long-tail keywords that are popular around your main keyword.

For example, the main keyword ‘Paleo Diet’ has a variety of keywords as given below:

Similarly, you can find more keywords by scrolling to the bottom of your homepage called ‘Related searches.’

These are called the long-tail keywords that tend to have low search volume but are more searched.

The best practice is to type different keywords in the search box until you get 15-20 different keywords.

The problem with Google suggest is that it doesn’t give much information about the keywords and the competition. Moreover, it requires more effort.

Thus, keyword research tools like Ahrefs and SEMRush can come in handy. These keyword research tools take various metrics into consideration to help find the popular and lucrative keywords in your industry.

  • Search volume: The number of searches done in a month. Note that this search can also be done by a single user as well.
  • Keyword competition: The metric that measures how hard or easy it is to rank a keyword on the first page.
  • Traffic: It tells how much traffic a page would get in different positions.

Using these metrics, you can find a list of keywords that are easier to rank and have high traffic potential.

Once you have a list of these keywords, it’s time to move on to the next step.

2: Analyze the first page of Google

The next step after you have well-researched your keywords is to find how to enter to the first page of Google.

Google algorithm follows certain patterns for a particular search term or industry.

Do some competition analysis for your main keyword. Notice the type of content that is mostly appearing on the first page of the search engine. Is it a listicle article?

Is it a how-to guide or a buyer’s guide? Or are the top search pages are occupied with video content?

For example, the main keyword- ‘Chicken Broth’ is packed with the recipe for preparing the chicken broth.

Now, you get the idea of what content should you post for your main keyword.

Next, open the top 5 pages in your browser and analyze the content. Notice the headings and subheadings they have used in the content.

You can use these headers or subheaders and create better content. Furthermore, you never know, you can generate more keyword ideas.

3: Create high-quality unique content

As Bill Gates says, ‘Content is king’, your content is what will drive visitors and more sales.

Create high-quality content that drives traffic and provides value to the readers. Generally, there are two ways to create SEO content; create something better and create something different.

With the recent Google algorithm update, the search engine has started focusing on its Google Quality Rater Guidelines or what we call E-A-T.

So, why not create both?

Let’s say, you have to create a topic around ‘SEO tools’. Most of the top pages started right away with SEO tools with features.

You need to create content that is different from others ad even better than the top-ranking pages. Let’s say, the top 3 pages in the SERPs have shared around 20 Best SEO Tools.

One simple strategy is to expand the list to 50 Best Tools or maybe 100 Best SEO Tools covering features, pros & cons and their pricing.

Meanwhile, to add a different content, adding more subheadings like the ones below would make your content more in-depth, comprehensive, and easier to follow.

  • Why use SEO Tools?
  • How to choose the best SEO tools?
  • Free vs Paid SEO Tools

4: Align your content with search intent

Search Intent has become one of the major aspects of SEO. It is what directs the search engine about the purpose of your content.

Different searchers’ may have different queries. Some may have transactional queries whereas some may have navigational or informational queries.

A keyword might have high search volume, yet it is not what the users are looking for.

If the intent of the person searching is different than your content, then they will just go away without buying anything.

Some users are interested in purchasing a product or service, others are looking for information on a specific topic, and some might need details or want to connect with a company or individual.

Hence, the search intent is divided into four types:

  • Navigational search: The searcher searches for the keyword or brand directly.
  • Information: The searcher’s intent is to gain knowledge or information about a topic.
  • Commercial search: The searcher’s intent is to purchase a product and they want more information on it.
  • Transactional search: The searcher is directly willing to purchase a product or service.

The best practice is to search for the main keyword and analyze the top-ranking pages. If the top pages consist of how-to guides or buyer guides, the search intent for the main keyword is informational.

SEMRush is even better at doing keyword research as its keyword magic tool refines the keywords on the basis of search intent saving your time and effort.

4: Optimize your content for on-page SEO

After you have written killer content, the next step is to optimize your content with all the relevant On-page SEO elements. To get a better understanding of On-Page SEO, read Brian Dean’s ultimate On-page SEO checklist.

Here are some quick On-Page SEO optimization tips:

  • Include the focus keyword in the first 100 words of your content.
  • Include the main keyword in H1, H2 and H3 of your content.
  • Wrap your subheadings in H2 and H3 tags.
  • Include the focus keyword in the URL.
  • Use a variation of long-tail keywords in the content and your subheading.
  • Create an enticing meta description and use the keyword in your meta tags.
  • Make sure to add the main keyword and the variation of long-tail keywords in your image alt tag.
  • Create internal links within your content and use variations of anchor texts.
  • External links give crawlers a better idea of the page’s topic. Also, linking out to reliable sources and high authority sites shows that your page is of high quality.

5: Include visual content and media

Design is an underdog to your content marketing efforts. That’s what most people ignore often but the content and website design count.

38% of people will stop engaging with a website if the content or layout is unattractive. You might scratch your heand ad, get the best content in the world but can’t break into the top 3 or the first page without visual content.

Thus, visual content like images, videos, graphs and charts or infographics makes your content more engaging and reduces the bounce rate.

In fact, Jeff Bullas suggests that the articles with images get 95% more attention than those without.

Besides this, you can gain a lot of traffic using visual images and video content. How?

Because Google uses image SEO to help searchers look for the images on the Internet that aligns with the searcher’s queries.

For this reason, Google uses alt-text in images. An alt text defines the purpose of your image and helps search engine crawlers understand what your image is about.

Surely, search engine robots cannot visualize images and identify your image. That’s why they make use of image alt text.

No one explains it better than WikipediaIn situations where the image is not available to the reader, perhaps because they have turned off images in their web browser or are using a screen reader due to a visual impairment, the alternative text ensures that no information or functionality is lost.

Also, when you start pushing more videos to your content, it will gain the reader’s attention as the visualisation is always better than the textual content. Furthermore, if you create your videos, it’s a brownie point for you.

6: Build links

After all this, it’s time to build valuable links for your content. Link plays a huge part in your SEO campaign as it gains the search engine’s trust.

When your content gets a link from a high-quality or an authority page, the search engine considers your content to be valuable for the readers.

However, building low-quality backlinks wouldn’t do any good. Instead, you would end up hurting your SEO.

One good link from a relevant website can be more impactful than millions of low quality links, says Google’s John Mueller.

If your content is better and more relevant than others, chances of it getting cited by high authority websites is high. In turn, you will earn some good backlinks.

Another way of earning the links is by using infographics.

If you have a knack for designing and industry knowledge, you can create infographics that most people would want to share on their blog.

Besides this, you can make use of the Broken link building techniques or the Skyscraper technique to earn high-quality links.

7: Update your content regularly

No one loves old and outdated information. The same goes for Google and its searchers.

You might have hundreds of articles on your website that may be posted regularly. But, do not underestimate the power of old content.

You might have often noticed that some of your old content might be getting some constant traffic or impressions that you haven’t updated for months or even years. That’s when you need to update and add fresh content to this existing blog post.

You might want to replace an old image or visual content with a new one or update the stats that you had shared back then.

Besides this, you would also need to add content that your top-ranking pages have created their content around.

While the new posts are published regularly, updating and refreshing the old ones should be part of your content marketing. A newly published post may take some time to index and achieve the rankings.

However, an old post has already been indexed and the search engine considers it quality content. That’s why you need to add more value to your content.

How UX and SEO work together?

Source: Rapidlab

UX or User experience has a large part to play in your SEO. Without providing a good experience to the users, you can’t close a deal on your website.

A bad user experience contributes to an increased bounce rate.

If a reader lands up on your page and returns within seconds because they couldn’t find the right information, Google may list down your page in the SERPs.

Hence, the key here is to deliver the unique, relevant and most valuable content for the searchers.

Make sure to perform A/B tests on your site with CTA buttons and website designs, keep checking on the Page loading speed and make sure that your content satisfies the user intent.

Read our article on SEO vs CRO to understand the importance of each.

Conclusion: The Ultimate Guide to SEO

It is easy to get started but the execution of these strategies is what matters the most. It takes a lot of work, effort, and time to gain organic traffic but with consistency, it will pay off in the long run.

With the increase in search visibility, you can get more leads, close more deals and generate more revenue for your business without having to spend a dime on paid ads or other paid marketing initiatives. Better SEO performance, organic traffic will be easier to come by!

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The Basics of Pay-Per-Click Advertising (PPC) for Small Business

Want to learn the basics of PPC for small business? Read this guide to know further.

Every business on the Internet might have heard of the two prominent terms to get the most visibility on the search engine; PPC and SEO.

When it comes to choosing out of these two methods, most small businesses choose SEO (Search Engine Optimization) over PPC because of obvious reasons. Organic methods of ranking your blogs and pages seem to be more affordable than advertising them on the SERPs.

Furthermore, small businesses have a low budget making PPC advertising a bit costly. However, it is merely a myth that PPC advertising is fit for large businesses.

In this article, we will be sharing the basics of PPC that every small business needs to be aware of before starting a paid campaign.

What is PPC?

Ppc Business, Advertising Technology

PPC or Pay-Per-Click is an online advertising method where advertisers pay search engines each time the user clicks on their advertisements.

In other words, PPC is a way of earning the searchers or your target audience to your page by paying it to the search engine rather than through the organic effort.

And, it’s a totally legit way of getting the audiences to your page.

Businesses bid on their target keywords to display the ads that are related to your industry or your audience interests. 

Now, here is an example to help you understand the PPC better.

If someone searches for the keyword “best PPC software” on Google and let’s say, the PPC software brands are running their ads on this keyword.

Now, every time a searcher clicks on this link, the advertiser will be charged a small fee. This fee is charged according to CPC (Cost-per-click). This cost becomes trivial when even one searcher purchases the software or buys a subscription.

Let’s assume that the CPC is just $1 whereas the software costs around $300. In such a case, PPC becomes a lucrative one for the businesses and gives hefty profits.

Even the research suggests that PPC advertising returns $2 for every $1 spent; i.e. an ROI of 200%.

How does PPC work for small businesses?

To make the ads appear along with the other organic results, you cannot simply pay more for the cost per click.

Instead, there is a term called Ad auction that Google uses to determine the relevancy of the page and then places accordingly.  Thus, the advertisers have to bid on these keywords to get the most relevant searchers.

Google makes use of its complex algorithms to choose the winner out of the pool of ads that advertisers do for certain keywords or phrases. Thus, there are various factors that Google uses to display their ads.

It is really important to know the keyword intent and which keyword is close to your business or industry. It also depends on the search intent of your keywords.

As a small business, the first step is always to conduct thorough market research around the keywords and market types that you are in. Furthermore, it is also important to understand what type of ads you want to run.

Is it a display ad? Is it a search ad or any other type of ad?

Here are the that may affect PPC for search engines:

  • Keyword Relevancy: It defines the relevancy of your keywords or certain phrases that brings your page closer to the searcher’s intent.
  • Quality Score: Google rates the page according to the relevancy and quality of your pages. This is called Quality Score.
  • Creatives and Graphics: One of the important things is to create an enticing copy for your ad. Thus, the use of graphics and fonts is a deciding factor to place the ads on the search results pages.

What are the benefits of PPC for small businesses?

Be it a large business or a small business, the benefits of PPC are innumerable. It does not just help in increasing brand visibility and clicks but also generates sales and revenues if done strategically.

Furthermore, if you want to achieve better results in less time as a small business, you can use the enticing designs along with the PPC model.

Running PPC campaigns around your keywords can grab the eyeballs of your industry enterprises and a larger section of the audience.

Here are the benefits of the PPC for small businesses:

You will pay only when your Ad is clicked

As evident from the abbreviation of PPC, you will only pay when a user clicks on the ad. That’s what makes PPC a budget-friendly option for advertisers.

Your brand will be displayed on the search engine results page free of cost. This means that hundreds of thousands of searchers can view your page on the topic, but you will be only charged when someone clicks and lands on your landing page.

Easily Beat the competition

SEO takes a lot of effort and time to beat your competition. PPC gives this competitive advantage to your business by displaying the ads on the top or at the bottom of the first page of Google.

For overly competitive businesses such as a single keyword or a group of words, PPC can even beat and displace the competition on the top of the search results.

For example, the keyword ‘Savings Account’ is hard to rank organically and this word has a monthly search volume of 33k.

Thus, the search ads that are displayed on the top of search engine pages are likely to get more clicks and higher conversions.

Easy to Create and Manage

Whether you are looking to create Google ads or Bing ads, both of these provide easy to manage interface to set up advertising campaigns.

All you need is to simply create an account and set it up with a few steps. Even someone with little or no knowledge of running Google ad campaigns will find it easier to run Google ads.

Thus, the small businesses need not hire any PPC expert to set up their Google Ad account and play along.

Targeting options

When Google started their ads, the targeting options were not so narrow. In fact, the advertisers had no filtering or sorting options to target their audience.

With the advancement in advertising and internet marketing space, Google Ads became narrow and they had more targeting options.

You can use the target options on Google Ads such as target specific locations, demographics, and keywords. With detailed targeting options, you can only target the audiences that are really meant to convert.

You only pay for qualified leads

One of the major perks of using PPC ad campaigns is that you will be only paying when someone clicks on your Ad. If your landing page is enticing enough with everything that your customers want, they will surely proceed to qualify as your potential lead.

However, some digital Ad units might also charge you according to cost per impression or cost per 1000 impressions.

Obviously, the benefits of PPC for small businesses are numerous, but you can only leverage these benefits if you have hands-on and a planned strategy for running the PPC ad campaigns.

How to do PPC for Small Business?

If you are a small business, you might be low on budget or you might be short of time to effectively run your Ad campaigns.

We have shared these easy steps to run PPC for small businesses:

Develop a Keyword Strategy

Keyword research is one of the most crucial steps in both SEO as well as PPC. Your PPC campaign is entirely built around the keywords that help the search engines understand the motive of the advertisers better.

Furthermore, you will have to perform detailed research about the keywords in your industry. By regularly analysing the keywords, you will be able to discover various long-tail phrases and keywords.

A PPC keyword should have the following criteria:

  • Relevant keywords: The more relevant your keywords are, the better the chances of PPC campaigns being successful.  These keywords lead to higher PPC click-through rates, better profits and a lower cost-per-click. It is always lucrative to bid on keywords that are closer to your offerings.
  • Extensive: As I pointed out, the keyword lists should not be just limited to a few keywords. You should perform extensive keyword research to explore long-tail keywords. These keywords are less competitive and are searched more frequently. For small businesses, long-tail keywords can cut down the budget and bring in more refined traffic.

Using keyword research tools like Google Keyword Planner and SEMRush can help you discover and bid on the keywords that are close to your product offerings.

Add Negative Keywords

Businesses might be draining their expenditure on various keywords that are not relevant to their industry or niche.

For instance, your intent is to sell espresso machines. However, your ads are appearing with keywords like ‘how to use an espresso machine at home.’

Now, the chances are that the customer already owns the espresso machine and they might be interested in a user guide rather than looking for a new product.

Thus, this keyword can be added to the ‘negative keywords’ list so that Google does not display your ads to the users with these queries.

Create Enticing Ad Copy

After refining the best keywords for your PPC ad campaigns, the next step is to create an ad copy that entices your audience to click on them.

You need not be a Shakespeare or a Grammar Nazi in order to create a compelling ad copy. All you need is to understand what is going to trigger your audience to click on the ad link.

Also, make sure that the ad copy that you are creating for the audience is close to the keywords that you are targeting.

You get only a few lines and a convincing headline to create a persuasive ad copy. It is advisable to hire a freelance copywriter or content marketing services to create a copy that talks about your brand, create a headline with higher CTR and give better returns.

Optimise your Ad copies

After you have published your ad copy on Google Ads, you should constantly update and optimise it to improve the quality score and the relevancy.

Even 20 minutes a week are enough to help you analyse and make adjustments to your ad copies and ensure it has a high CTR.

  • Update the keywords regularly:

Your final keywords do not guarantee that you are going to get the top position on the SERPs above other advertisers. Thus, it is important to track the keywords that are under-performing or the ones that are over-performing.

By analysing your Ads regularly, you will discover the negative keywords that are draining your budget unnecessarily.

  • Ensure your website has faster loading pages

Google’s algorithm considers Page Speed as a major ranking factor for both SEO as well as paid campaigns.

No matter how enticing your ad copy or headline is, the broken elements of your landing page, fonts and slow loading pages will turn away the visitors from your page.

  • Perform A/B test

Split tests are a good way to check two versions of copies at the same time. By performing the split test or A/B test, you can test which element of the page is getting more conversions.

Around 60% of the marketers use A/B testing for their PPC ad campaigns to test out the better version and understand their audience’s interest.

This way, you can use the best version of your Ad and test out the things that work for your audience. You can test the fonts, designs and graphics, short and long-form ad copies and Run CTAs to check its effectiveness.

Generate Ad insights & report

Running a PPC ad campaign for small businesses is not enough. You need to keep track of your goals and make sure they are achieved.

Source: Google Support

For this purpose, you can use PPC reporting and analytics tools like Google Analytics or SEMRush.

By merely inserting the tracking code, you can connect your Google Analytics account to the website and track the metrics and goals for organic search as well as for the paid campaigns.

Be it any PPC software, there are some KPIs in PPC that helios you map the success of your ad campaign:

  • Revenue tracking
  • Return on Ad Spend (ROAS)
  • Profit & Return on Investment
  • Audience Engagement rate.


Launching your small business website is the first step. PPC comes as an essential step in collecting qualified leads and converting these leads into potential customers.

SEO is surely a great way to gather leads organically but that would take a lot of your time and snatch your potential customers. That said, by ignoring PPC marketing, you are leaving a lot of money on the table for your competitors.

By following the above steps, you will have a basic understanding of the PPC for small businesses and how it works!

Also Read

7 Best Website Heatmap Tools In 2022

It’s 2022, customer experience is one of the cornerstones of businesses to make sure that their visitors are getting a good user experience.

Knowing how the site visitors are experiencing your site and which part of the website they click on. Monitoring such metrics proves to be rewarding for businesses as well as for audiences.

Besides getting their feedback through a form or an email, there is no manual way to know if the site visitors are getting a good experience.

So, how do you find if your CTAs are placed in the right position? Or where do your visitors spend most of the time?

The short answer is; Heatmap tools.

Website heatmap tools are the software that tracks and helps understand the user’s behavior. With website heatmap, you can find how users have interacted with your content.

It lets you find where users are clicking, scrolling and hovering their mouse on specific pages.

This way, you can find the best place to position your CTAs, sidebars, placement of header and footer, and how various elements work on the webpage.

Read our guide on Website Heatmap tools to get a better understanding of this software.

How does a website heatmap work?

Website heatmap tools are easier to understand because they show the data in the form of a color version.

The area of the page that gets the most attention is shown in warmer colors and the area that gets the least attention is shown in cooler colors. Thus, the color code in a website heatmap ranges from red to green.

In a webpage, the section that gains the most attention is displayed in red and the section that gets the moderate attention gets displayed in yellow and orange color.

The section that gets the least attention is displayed in blue, purple, or green color.

The website heatmap contains some tools for analyzing the user’s behavior.

  • Click Map: Click Map represents the section of a page where the user clicks the most. This way, businesses can identify the buttons or links that are clicked the most. Click Map helps in deciding the placement of CTAs and links on a webpage.
  • Hover map: These tools identify the areas where the user moves their mouse too often. Site owners can identify the areas where to place the useful links.
  • Scroll Map: Scroll Map is one of the most useful tools for identifying the length of your webpage. How long a blog page or a business page should be? Using the colored heatmaps, you can identify the average page length.
  • Confetti Reports: These reports work much the same way as the thermal weather reports. Confetti reports display the screen as a thermal image where the red color shows the area with the most clicks and the green areas display the section with the least click.
  • Session Recording: Using the heatmap tools, you can record every session on your website. Thus, the session recording feature can help identify the areas where users may find it frustrating and how long they are active on a page.

Well, these are some most important features of website heatmap tools, but there is a lot that these tools can do.

The list of best website heatmap tools will give you a more detailed insight into its features, pros, and cons.

Best website heatmap tools in 2022

Now that we have covered what heat mapping tools are and how they will help you improve the user experience on your website, let’s look at the list of 7 best heat mappings tools available:


Hotjar is one of the most recognized website heatmap tools that offers various tools for analyzing user behavior.

The tool is fairly easy to use where the website heatmaps are shown as active and passive. Hotjar can track various metrics such as movement maps, scroll maps and click maps on the web page.

Furthermore, it also lets you record the user sessions.

In my opinion, Hotjar is one of the best tools to check and get an idea of how long a web page should be.

You can also split the website heatmaps by device and tag users for triggers and actions. Similarly, you can also track the form submissions and see what part of the page the user bounced back.


  • Conversion tracking with sales funnel mapping
  • Tracks individual user behavior.
  • Creates feedback polls with various questions and surveys.
  • User tagging options.
  • Multi-device support
  • GDPR and CCPA compliant.


  • Offers free trial.
  • Heatmaps can also be downloaded and shared.
  • You can create notes on the heatmaps and also add timestamps to the recording.
  • You have control over the duration of session recording and the recording only when a specific action is performed.
  • Offers various third-party integrations.


  • Not so affordable for small to medium businesses.
  • There is no integration with Google Analytics.


Crazyegg is yet another popular website heatmap tool that is mostly used by WordPress site owners. It offers features like click heatmaps, mouse cursor heatmaps, and scroll heatmaps.

Crazyegg is best known for its confetti heatmap reports. Confetti reports give a segmentation of how users from social media, search engines, or other sources of traffic interact with your site.

It offers an easy-to-install WordPress plugin offering overlay mapping and list mapping.

Crazy Egg also gives snapshots of a web page over a particular period of time. You can use these snapshots as benchmarks and analyze the engagement at various points in time.

With list mapping-like features, you can also determine the clicks on the number, percentage, and each type of page element.


  • It gives different metrics for different business types. For example, Crazzyegg gives metrics like tracking ad placement on eCommerce. On the other hand, education sites have slightly different metrics.
  • You can add team members to your dashboard.
  • Offers auto-optimization of the web pages as suited to the user’s best experience.
  • It records confetti snapshots or reports in the form of images and visuals.
  • The A/B testing feature creates an easy test and page set up to check which one works better.


  • Creates detailed user reports that consist of confetti reports, scroll maps, and hover maps.
  • Offers integration with WordPress and Shopify
  • 30-day free trial
  • You get the flexibility to customize the tool as you grow.
  • There are a lot of ways to assess heatmaps in the tool.


  • As the number of visitors increases, pricing may get expensive.
  • A/B testing is a bit tricky to use here.


Howuku is a new but promising website heatmap tool in the market. The tool has all the features that a product and marketing team would need to map the user experience.

Howuku gives you a detailed insight into user behavior in real-time. It has all the data at your fingertips so that you can iterate continuously and focus on the most impactful features.

The best part is that you don’t need to have a knack for coding in order to use this heatmap tool. Furthermore, you can make web page personalizations based on geolocations.

You would get all the data and details on the event and session recording on the sidebar of the screen.

Howuku provides real-time A/B testing or split testing to test which version of a webpage works better.

Besides this, it also helps businesses dive into the conversion funnel and drill down the major areas of improvement.

You can also automate the engagement through emails, SMS, or other means whenever a specific event occurs.

What sets it apart from others is its intuitive feedback widget that enhances user engagement and helps collect the most descriptive user feedback.


  • Session recording with the time interval.
  • It gives on-site survey forms that collect feedback and experience in real-time.
  • Easy to use traffic analysis that breaks down visitors’ insight into the source, country, bounce rate, etc.
  • The web analytics feature tracks major KPIs like site traffic, bounce rate, top pages, and others.


  • 14-day free trial
  • It also offers a demo dashboard so that you can test each of these tools.
  • It gives API integration with over 200 marketing tools.
  • Provide live chat support.
  • Howuku’s lower pricing plans as compared to other Crazyegg and Hotjar make it a more viable choice for small and medium businesses.


  • Still a newbie in the market.
  • The addition of native integration features would make it even easier to use.

Increase conversions with Howuku, the all-in-one platform to truly understand your visitors.

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As you land on their homepage, you will realize the major objective of this tool. Mouseflow can be helpful in determining why your customers aren’t converting into sales.

This website heatmap tool records every session to help understand the pain points, boost conversions and auto-optimize your site.

In addition to this, you can set clear conversion goals so that you can be sure that you are working in the right direction.

One of the USPs of Mouseflow is that it records user activities anonymously and displays the trend in an easy format. Mouseflow also records the individual activities with a focus on highlighting the friction points.

Various heatmap tools do not track mobile websites. This is where Mouseflow takes the edge. You can sort the events by filters like browser, duration, page count, language, location, operating system, pages viewed, and more.


  • Offers a live demo of the dashboard.
  • The friction score gives the score of frustrated users on the website.
  • Mouseflow also offers various analysis and optimization tools like form optimization and survey analysis tools to find what’s killing the conversion rates.
  • You can also replay the real sessions of the users who add to the cart and abandon.


  • You can figure out the new and returning visitors.
  • It gives another feature that shows how users will respond to the forms and pop-ups.
  • It displays 6 types of heatmaps to clearly display what’s working on the site.
  • Mouseflow also comes with a machine learning tool for smart mapping.
  • You can also create the funnels and analyze where the users started and where they ended.


  • Many times, the images and text sizes won’t render correctly.
  • There have been a few bugs in the tool and incompatibility with the JAVA code.

Lucky Orange

My list of best website heatmap tools is incomplete without this one. Lucky Orange is a leader in website heatmap tools.

They claim to be the first fully-integrated heatmap tool that creates heatmaps in real-time while the visitors are browsing your site.

LuckyOrange has a conversion funnel tool that highlights the pain points of your site visitors so that you can make the changes needed to convert audiences into customers.

It also finds how long the users have spent on the page and how far down they have scrolled. You can also find out the source of traffic for the individual visitors.

You can easily install Lucky Orange on your site by automatic insertion of tracking codes.

Lucky Orange gives a deeper insight with its form analytics feature where you can analyze metrics like field order and time, abandonment, and others.

Lucky Orange allows individual visitor profiling where you can track each visitor, the time spent, and interaction with various elements on the page. LuckyOrange’s report allows you to check for various metrics on your website.

You can filter the data by using factors such as location, device type, and data.


  • Easy user segmentation feature.
  • Analyzes the visitor movement from top to bottom of the funnel and record the drop-off stage.
  • You can speed up or slow down the session recording.
  • Intelligent triggers show specific actions of your visitors
  • It displays the thermal maps for clicks, scrolls, and movements.


  • Full control of the dashboard.
  • Poll and survey analytics features.
  • Compare user segments between two sessions.
  • Get day-by-day or week-by-week tracking of user behavior.
  • 7-day free trial.


  • Pricing plans increase with the number of users.
  • Some elements of the dashboard are hard to navigate.


SmartLook is a website heatmap tool designed for both mobile apps and websites. It can filter the users on various factors like device, location, and other factors.

Smartlook allows user segmentation and individual session recordings. It uses 30 different filters to break down the data and use these factors in translating the user behavior.

The web analytics tool filters the data via events and offers statistics, event breakdowns, and various other metrics to calculate the user experience.


  • You can get a comprehensive heatmap from the retroactive data.
  • It identifies the users via cookies.
  • User segmentation of heatmaps.
  • You can also create funnel triggers based on various events.
  • Smartlook lets you create retention tables with just one click.


  • Session recording comes with advanced filtering options.
  • Heatmaps can be downloaded or shared via links.
  • You can watch replays of any bugs and errors to find what caused them.
  • Easy to use dashboard.
  • You can tag visitors with the Smartlook API.


  • The free trial comes with various limitations.
  • You can’t tag sessions here.


Inspectlet has come out with an eye-tracking heatmap tool along with the conventional heatmap tools. This means that the tool can track the clicks on your website along with the movement of the mouse cursor.

The mouse scroll and movement give a better idea of what content visitors are curious to know about.

Inspectlet also records the user activity on your site right from their arrival to various steps that user takes to find their desired product.


  • You can tag sessions and users to identify what triggered the action.
  • Their A/B split testing tool shows two versions of the webpage where CTAs. hero text or color may vary. It shows one version to half the visitors and the second version to the other half.
  • It offers a feedback widget called Netback Survey scores that collect unbiased feedback from the site visitors.
  • Inspectlet offers smart and mature filtering options to filter the type of visitors and what they are interested in.


  • Quick setup and easy installation on the website.
  • Affordable for small and medium-sized businesses.
  • Offers a comprehensive click tracking function.
  • The free plan offers up to 25,000 page views per month.
  • Checks for any error logs.


  • Recording sessions can be stored for 60 days only.
  • Complicated dashboard

Conclusion: Best website heatmap software in 2022

It is common for businesses to be confused about the role of design in website marketing.

While it may seem like a lot of money and time, an effective design can make all the difference between a successful and unsuccessful conversion.

Even if your site has all the aesthetic design elements, visually attractive images, and perfect branding, it may be hard to tell what’s restricting the conversions. That’s when a website heatmap tool can turn out to be a savior.

This was our pick of the best website heatmap software tools to use for improving the site experience and increasing conversions.

SEO vs CRO: Which One Should You Focus On?

SEO vs CRO are the two buzzwords in the digital marketing space. Well, we have used these words interchangeably.

In fact, there has been a lot of debate among UI/UX designers and SEOs about which one is the best.
Sorry to burst your bubble, but the truth is CRO and SEO are interdependent.

CRO and SEO are on the same side of the battle and you need both of them to win it.

There is absolutely no question on what you should focus on.

Let’s take an example.

You have optimized your article well with the keywords, and long-tail variations and have built high-quality high-quality backlinks. And, you see yourself already in the 1st position of the SERPs.

But, you open your analytics and notice a good number of clicks but not as many conversions. What could be the possible reason for this?

Well, poor user interaction is the answer. Or, we could say the poor website optimization. Conversion might not be an end part of the funnel but it is definitely an irreplaceable part.

But, the question remains intact; Are CRO and SEO friends or rivals?

The following Twitter thread will give you an idea of the conflict further.

In this article, I will try my best to help you find the right answer to the above question.

What is CRO?

CRO or Conversion rate optimization is the process of optimizing the website elements and their designs in a way to increase conversions, leads, and sales for your business.

In other words, Conversion Rate Optimization or CRO is a process of improving the various elements of your website or landing page that may increase the ratio of sales to the number of visitors to your website.

What Is SEO?

SEO or Search Engine Optimization is the process of optimizing your pages in order to rank higher in Google SERPs. By following the Google algorithms and using the relevant keywords, users can rank high on Google pages and increase their chance of visitors.

By ranking higher on Google, you can increase the chance of getting more sales and leads.

Even if your website is optimized well, you can’t get enough visitors and sales without ranking higher on Google SERPs.

Similarly, you can’t get enough leads without proper website optimization.

Despite this, there is a common misconception among the SEOs that CRO is less demanding whereas the UI/UX designers think that SEO is dead.

Why do UX designers think SEO is dead?

Most often, there is a wave of rumors in the digital marketing space that SEO is dead. Well, there are a few bad apples that give it a bad reputation or someone who is completely out of the SEO industry.

The truth is that SEO can never be dead. Even John Mueller has denied it a number of times saying, ‘SEO lives and dies with consistency’.

Various Google Algorithms

This means that SEO isn’t dying anytime, but evolving each year. In my opinion, there is a reason why most marketers and some SEOs think SEO is not going to survive:

Not only the developers or other digital marketers, but even some SEOs also find it irrelevant to have to change Google algorithms from time to time.

Some of the changes in algorithms are done to avoid spam and remove old school practices so that only the hard-working and user-friendly searches are shown. However, some algorithm changes are irrelevant and confusing.

The changing Google rules

Google has changed the rules since its evolution. Since Google has a monopoly on its search results, it can change things whatever they want to.

We have seen various instances where Google has introduced or completely disregarded the old rules in SEO.

  • Earlier, the slug or URL length was a deciding factor in SEO. But, not anymore.
  • Skeptically, but Google has considered the links from guest posts as invaluable.
  • Google no more considers keyword density of importance but takes semantic search and keyword strings into consideration to determine the topic of the article.

Lousy SEO turned into bad space:

With the rise of SEO and its money-making tactics, the lousy SEOs and consultants began using false practices to make money and earn traffic. Bad links, overuse of keywords, and various other practices could cause Google to penalize its sites.

What do SEOs think of UI/UX?

The SEOs perspective about the UI/UX designer has been a lot more accepting. This is because Google itself considers the website design and its usability as the ranking factor.

Hence, SEOs need to focus on CROs unintentionally to generate more sales and leads. Google helps a particular site by ranking on the search engines if they follow their algorithms and satisfy the user intent.

After the visitors have reached their website, it is up to the website owner how they want to represent their visitors to the site elements.

This means that CRO has nothing to do with the Google algorithm and doesn’t need to fear the search engine’s penalty.

Hence, most SEOs are now investing better time and money in providing a better user experience to their visitors.

How to enhance SEO using CRO?

As I said in the previous section, SEOs would find it hard to gather sales and leads without CRO.
Further, a poor SEO campaign can kill all your conversion efforts resulting in a negative impact on your site.

So, what can you do to boost SEO and CRO together?

Evaluate the pages of your website

The first thing that we need to evaluate is the traffic to pages of the website. If you notice a page is ranking for various terms on the SERPs, chances are that the page will fail to serve the intent of some of its visitors.

For instance, if your website landing page receives 20% of the total visitors, this might be a red flag for you.

Create a Robust Design for your website

For your business website to be noticed, you need a beautiful design that matches the product.
You also need good content that will make people want to buy things from it. To do this, use google optimized text and a user-friendly website design.

For your descriptions and sales pitches, you should use keywords that help increase sales or drive traffic to your website. Use SEO tools to find the best keywords for both of these things and watch as your company becomes more successful!

Create SEO content that matches the search intent

One of the foremost steps to success is to create content that matches the search intent. Google can’t attract new visitors without the relevant search keywords. Keyword density does not matter in SEO anymore.

This means that you can use a combination of semantic keywords, long tail, and variations of keywords to satisfy the search intent.

On the other hand, your website must be optimized well enough for the visitors to realize that the page is going to provide real value to them.

Because Google takes search queries as well as the user experience into consideration to rank the websites on its search engine.

To do this better, you need to understand the type of queries and what type of visitors you are targeting.

If you want to rank for the informational search query like “How-to guides”, start by analyzing the top search results and find out their content structure, use of media, and use of keywords.

You would want to write about the process from scratch and give as much information as you could.

Similarly, a transactional keyword has a different format than the former one. Here, you want the visitors to purchase from your website.

So, you would need to include the information that your serious customers need.
This includes:

  • Product Descriptions
  • Pricing of the product
  • Customer Reviews
  • Where to buy and
  • Shipping and Payment options.

Know your SEO Sales funnel

SEO experts have one thing in common: They try to get more visitors with the intent of buying. So, if you want 50,000 visitors with a 2% conversion rate, it would be better than 1,00,000 visitors with a 0.5% conversion rate.

Source: Moz.com

The main goal is to get more visitors! We would recommend you design an SEO sales funnel pipeline for this purpose.

The three-step process for SEO sales funnel includes:

Know the Top Sales Funnel Queries: The Top Sales funnel will help you get the most potential visitors. This can be done by answering broad-term queries of your customers.

Middle Sales Funnel: This part is about creating content for a specific customer. So, you need to follow SEO to drive more engagement.

Bottom of the Funnel: Lastly, this step is crucial for your conversion rate optimization campaign. It would help if you answer all the questions about your products- shipping, pricing, tax- and other details.

Optimize your content for Conversions:

To get the right type of traffic to your blog, you need to optimize your content keeping the user experience in mind. Thus, the tactical placements of CTAs or buttons that are going to turn your visitors from the informational page to the transactional ones are important.

The strategic placement of CTAs will help the site visitors easily navigate to the transactional or product page to know more about the products.

Make sure to include clear CTAs throughout your text so that more visitors can go down the marketing funnel with higher conversions.

Make pages mobile-friendly

79% of smartphone users have made a purchase online using their mobile device in the last 6 months.

Mobile pages are the linchpin of SEO as well as CRO efforts. Google considers mobile-friendly pages of utter importance when ranking on mobile devices.

To make it mobile-friendly, make sure the design elements are mobile-friendly, fonts look good to the eyes and CTAs are clear enough to get noticed by the visitors.

Now, you have seen that SEOs and CROs work together, yet they compete with each other. But, what’s the conflict between SEO and CRO?

The Conflict Between SEO and CRO

A lot of companies have agreed about the disagreement between SEOs and CROs that could possibly cause delays in the campaigns.

CRO wants to change the elements that could fluctuate the rankings.

Most conflicts arise in situations when the CROs suggest changes in page titles and in the copy. This can possibly cause fluctuations in the ranking and the page might lose rankings for some important keywords here.

But, CROs suggest making changes to increase the page value proposition and point out the uniqueness of your business.
Considering this, the best possible way is to find the copy that converts better and also helps in ranking better than others.

Website Navigation

Website navigation is important for SO as well as for the CRO. SEOs create the sitemap to search engines that give them a signal of how their content or website flows. This technique is phenomenal because it helps rank better with the help of the link juice flowing to different pages.

On the other hand, UI/UX designers would want to change the website navigation that can help generate more sales and revenue. Rankings might take time to settle again whereas the website navigation in CRO’s perspective is crucial.

Hence, a CRO can come up with better and more creative strategies to avoid disagreement.

Verdict: Should You Focus on SEO or CRO?

As I said, SEO and CRO are two different ideas in the same boat. While there is a right time for CRO, SEO must be done regularly to boost page rankings.

Once you have the page rankings, you can start performing the A/B tests. With low traffic to your website, you cannot test all the elements of your page successfully.

That said, you must incorporate CRO into SEO gradually. If you are an SEO, do not take up the duties that CROI would fit in as it might cause a negative impact.

Once you have sufficient traffic to perform A/B tests, you can move on to the next stage that combines the SEO and CRO data to boost engagement. In any case, you should continue the optimization of your website and never stop experimenting.

Increase conversions with Howuku, the all-in-one platform to truly understand your visitors.

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What Is CRO: An Overview Of Conversion Rate Optimization

If you had to analyze your website or an eCommerce business, what parameter would you count as a success? 

Imagine your retail store where customers visit regularly but the conversion rate is a low one. Now, that must be frustrating and you need a solid tactic to increase customer acquisition.

That’s how the online business works! 

Even if you are a month old in the field of internet marketing, CRO would be a cliche for you now.  

But what does CRO or Conversion Rate Optimization mean? 

According to Wikipedia, CRO or Conversion Rate Optimization is a system for increasing the percentage of visitors to a website that converts into customers, or more generally, takes any desired action on a webpage. 

I guess this is the clearest definition of CRO. However, there is more to CRO than the simple definition. 

In this article, we have tried to answer questions on Conversion rate optimization and the benefits and working of CRO in digital marketing.

What Is Conversion Rate Optimization (CRO)?

According to Howuku, Conversion Rate Optimization or CRO is a process of improving the various elements of your website or landing page that may increase the ratio of sales to the number of visitors on your website. 

CRO in digital marketing may help businesses boost sales by improving the website’s elements and effectiveness with the amount of traffic you are receiving. 

In other words, it is the process of converting the visitors into leads and leads into customers. 

Now, the definition of CRO might sound like it is a technical term but it can be understood in two ways: Firstly, you must know what your buyers like, and secondly, let your buyers do what they really want to. 

Now, conversion does not necessarily mean selling your products. It is focused on what you want to achieve. It might focus on subscribing to the email list, giving feedback, or whatever you want your customers to do. 

How Do You Calculate Conversion Rate? 

Conversion rate optimization (CRO) can be calculated by using the formulas that you studied in your primary schools. 

By formula, CRO % = ( Goal Achieved / Total Visitors ) * 100

For example, CRO can be defined and calculated by considering your online store that has 100,000 visitors. Let’s say, 2,000 visitors were actually converted into leads. 

Then, the CRO is just 2%. 

What if you want this rate to shoot up by 4% or by 10%? The right approach is to focus on your existing customer rather than acquiring new ones.

This can be achieved by optimizing the elements of your website and landing page. And, do not forget A/B testing.  

As I mentioned earlier, Conversion doesn’t mean only sales. It is what you want your customers to do. You may calculate your conversion rates either by using the macro-goals or by setting up the micro-goals. 

The macro goals or primary goals may include: 

  • Completing a purchase
  • Demo request
  • Filling out the form
  • Asking visitors to subscribe to the email list
  • Clicking an Ad

Micro goals are the small steps to complete the goal. This may include objectives such as social media sharing, adding products to the list, downloading resources and materials, and other objectives. 

But, what’s the hype about Conversion Rate Optimization? Why does it even matter? 

Why Is Conversion Rate Optimization (CRO) Important For Business? 

I didn’t believe in Conversion Rate Optimization much until I read this amazing case study on CRO. 

CRO is one of the cornerstones for increasing your website traffic. In fact, CRO, when combined with SEO, can help you boost sales; preferably for eCommerce. 

CRO is of utter importance in recognizing your customer’s behavior. We have listed a few benefits of CRO in digital marketing:

Improving Business ROI:

Now, that is every marketer’s dream. Improving the ROI of your business takes a lot of effort. You would need an impeccable strategy to draw your visitors to your website and then convert them into sales. 

CRO takes into consideration various elements of your website and if you know the hack, take your trophy home. 

Less Expenditure On PPC 

Google Ads are expensive to run and you need to convert by hook or crook if it’s a client. An ideal revenue-to-ad ratio is 5:1. And, CRO is indeed one of the reasons to increase this ratio. 

CRO can effectively move your bid range into the sweet spot by dropping your acquisition cost at the same time. So, it’s a two-way deal for you. 

Improved Experience for your visitors

One of the most important benefits in the long term is that your visitors will have a memorable experience. If you optimize your website elements correctly and be able to identify your customer’s needs, it can work as a gold mine for you. 

It costs nothing

The best part about CRO is that it doesn’t cost you anything. No need to hire a professional if you can do it yourself. Moreover, if you are working on optimizing your organic traffic, you wouldn’t need to rely much on paid advertisements. 

Gives You Higher Profits 

If you are willing to raise the profits of your website, you need to make tweaks to increase the customer presence. CRO can help improve email rates, website clicks, and various factors. 

Adds Value To Your Site

It costs nothing but adds more in return. CRO can add more value to your site and bring more customers. 

Even if you are making a small tweak to make your CTA catchy, it can boost your sales immensely. 

But, the real deal is acquiring the customers and creating a powerful CRO campaign. I have further given a detailed insight into CRO strategies and the working of CRO. 

How To Improve CRO For Your Business?

The most important thing is to design a CRO campaign for your business if you are looking to create the strategies. 

That said, I have shared some strategies below to improve the CRO of your business. It would become less challenging if we divide our CRO campaigns into phases. 

1. A/B Testing

A/B Testing or Split testing is one of the most significant factors in online businesses. And, it is vital for your Conversion rates. 

It’s like dividing your traffic into two parts and seeing which one converts better. You can make changes to the various sections of the website and compare them. 

Let’s say, you have an eCommerce business and you want to test out your audience. 

Now, using various conversion optimizers, you can make changes to every element of your website. 

For an eCommerce website, you can make changes to the Homepage, sitewide changes, CTAs, Category pages, Products and Images, and changes to the checkout cart.

By running an effective A/B test, you can increase your revenue and conversions by 3%. But, the A/B test is not only the end to your CRO campaign. I have shared some of the best A/B testing tips and tools for eCommerce in one of my articles. 

2. Mobile-Friendly Optimization

70% of your customers buy things or convert using mobile devices. If you are looking to optimize your conversion rates, it is really important to design a mobile-friendly site. 

Most of the businesses lack an excellent mobile interface and hence they can’t convert better. Make use of the AMP tools to improve the performance of your mobile website.

Optimize your CTAs and themes to make your site more natural and mobile-friendly. Finally, use compressed images so that your website doesn’t slow down.

And, keep track of the page speed from time to time. 

3. Rule of Three

The Rule of three works everywhere. In fact, people embrace the rule of three. 

Be it storytelling, music, entertainment, or creating engaging content for your business, it works almost everywhere. 

You can use the rule of three to create a compelling design and content for your website. Just as you follow the rule of three in optimizing your web pages, embrace this rule in lead generation as well. 

Divide your customers into three parts: 

  • Practical:  You can use logic and impress these types of customers by using the right approach. Send an impressive cold email, use CTAs with a success rate of 85%, use pop-ups only when required. 
  • Actionable: The best way to convert such types of customers is by using the adrenaline rush. Use a sense of urgency to create sales. Phrases such as ‘Time is running out’, ‘Limited Stocks Available’ can bring sales. 
  • Social: For this type of buyer, you would need testimonials and social proof. Show them what customers think about you and ask them to take action afterward. 

4. Keep Your Design Simple

One of the reasons that most people bounce back even before checking out the products is the lack of a simple design. Your complex website design may ruin the whole sales funnel for you. 

Take inspiration from the competitors and keep your design as simple as you can. Use light colors, simple fonts to keep your UI more customer-friendly. 

Focus more on enhancing your UX. Remember that, your visitors are too impatient and they need only fewer clicks and simple navigation to reach the product page. Keep your page sections personalized, and use website heatmap tools such as Hotjar to analyze the user’s behavior. 

Pro tip: If you have a multi-niche website, personalise your homepage as according to the customers’ browser history and behaviour. You will notice a significant surge in customer retention. 

5. Understand Your Customer

According to a survey, 10 seconds are just enough to create a brand impression. Hence, you should know the intent of your brand before you start designing.

Before creating a CRO campaign for your business, understand the customer’s intent, and set up a target or a goal. Know about your customer’s likes and dislikes. 

The best way to know about the customer’s behavior is by creating a survey that matches your goals. Now, this serves as a two-way purpose. One, you would be able to understand your customer’s needs and secondly, you can capture the email address to create an email list. 

Who Is Conversion Rate Optimization Useful For?

 I would say, CRO is for everyone. Every business has a demand and they set up goals for conversion. Conversion Rate Optimizations are most useful for: 

  • For SaaS companies:  SaaS companies and B2B use CRO to know about the customer’s intent, capture their interest, and convert the customers into sales. 
  • ECommerce Businesses: Poor designs lead to abandoned carts and less revenue. CRO is one of the most important factors in creating a strategy for your eCommerce business. Right from the homepage to the checkout page, you need to optimize every section of the website to create a memorable customer experience. 
  • Agencies: Agencies employ CRO campaigns to boost their ROI and acquire new customers. Be it the digital marketing, web agency, or travel agency, CROs can be a game-changer for each one of them. 

 Best Conversion Rate Optimization Tools 

Besides the simple tweaks, you would need some great tools to keep track of your CRO campaigns. Also, these tools can be of great use in understanding the customer’s demands. 

I have shared the best CRO tools for your business here.  

Easy-to-use customer engagement and product analytics
  • Optimizely: This tool helps companies to improve and personalize the sections of the website, mobile apps to make it more user-friendly.
  • Unbounce: Create quick and robust landing pages, add pop-ups and sections, and perform A/B tests to improve your conversions.
  • VWO: It is a great optimization tool that works on your entire journey; from insights to engagement and sales. 
  • CrazyEgg: Crazyegg gives you a suite of heatmaps and click-behavior to check out the layout of your pages. It is a great tool to change the layout of your page and track your customer’s behavior. 
  • Howuku: Howuku is a full-package suite that is intuitive and easy to use and helps you increase your business revenue with A/B testing, heatmap, and automated customer engagement.


You must have realized now how important CRO is to your business. If you know your customer’s demands, and their behavior, it’s going to be vital for your CRO strategy. 

There are a lot of other CRO tools for increasing the conversions of your business. If you are able to get more leads with the same number of customers, it will improve your revenue. 

CRO doesn’t only boost your site’s performance but also makes you stand out from your competitors and create a brand identity. 

Increase conversions with Howuku, the all-in-one platform to truly understand your visitors.

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Why You Need A Feedback Widget On Your Site

Customer feedback is one of the significant factors in scaling your business. If you can hear your customer’s voice, it increases your brand’s value and gives you visibility. 

But, how do you get your customer’s feedback in an online store? Your online store has tons of products and each product needs feedback. Even as a part of the sales funnels, customer feedback plays a significant role. 

Feedback widgets can be a good way of getting the right feedback and incorporating your online store with trust and value.

It works by adding a feedback button to your website.

Your brand needs more attention besides trust and value. In this article, we have shared the advantages of adding a feedback widget to your website.

8 Benefits of Adding Feedback Widget On Your Website

The question arises; Why Customer Feedback Is Important to your business?

Here are the few benefits of using the feedback widget to get customer feedback from your customers. 

1. Build More Trust 

“Feeling unappreciated is the #1 reason customers switch away from products and services.”

New Voice Media

You can actually tell your audience that you care and your feedback is important to them. And, this plays a significant role in building the trust of your brand. 

Creating a customer-centric and enthralling website is pre-requisite for online stores especially e-Commerce. The quick and active response to your customer’s query will ensure that you care about them. 

Feedback widget tools give flexibility to the customer so that they can reach you with just a click.

If you add a feedback widget to your website for quick responses, the customers wouldn’t hesitate to try your brand for the second time. Remember, old customers, help build brand value.  

2. Collect More Information

To thrive better in the business, you want as much information as you can from the customers. It’s about meeting the needs of the customers.

The more precise you are to customer’s demands, the more trust you will build.  Feedback widgets on your website are the best way to know about your customer’s demands and get more information about it. 

Getting negative feedback on your products and services is can fine-tune your website and optimize it for better performance. Instead of putting the reviews online, the customers can reach you directly giving the feedbacks. 

The feedback widget can bridge the gap between the customers and you. 

Visitors can report a bug in just matter of seconds.

3. Feedback Makes Sales Easier

 Let’s say, a user clicks on the sign-up button or the discount button that doesn’t work anymore. Without the feedback button, the customer would probably bounce back. 

Using the feedback button, you make it easier for the customer to reach you out. You are in fact setting a lower barrier for the customers to reach you out. 

If you don’t a website widget on your website, it is likely to increase the frustration of your customers. You might probably end up missing a lot of leads and sales and that is something business hates. 

Also, feedbacks can be an immense part of your sales funnel and it serves the purpose of making the process as easy as it can. 

4. Keeps You Organized

Everyone hates the unstructured emails and spammy inbox. Your customer might try to reach you through email and what if your email is lost somewhere.

One of the most significant advantages of putting the feedback button is that your messages would remain cluttered.

It would probably reduce your efforts to half and the response time for replying to each mail reduces significantly. 

Some feedback widgets allow custom fields so that you can prioritize such as orders, shipping, and other grievances. You don’t need a large sales team to organize your emails and messages. 

5. Creates The Best Customer Experience

“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”

Sam Walton

True that! Your customers are the boss and they decide your fortune. And, that good fortune comes with better products and amazing customer experience. 

But, how to create a better experience? 

Your customers love instant replies and want their queries to solve asap. And. this needs a productive tool for instantly managing your customers. 

Hiring a human for this purpose could be a costly affair. Thus, feedback buttons in any form such as live chat, messenger, or Whatsapp chatbox can give your customers a better working experience. 

Brands like Nike and Amazon give their customers a memorable experience that builds a brand reputation. And, brand reputation can be built using word-of-mouth marketing. 

 If you give your brand such an experience, the chances of your brand recognition will get doubled.

6. Collect Your Audience’ Data

There are various ways to build your customer’s email list. Feedback button is yet another cool feature to gather your customer’s data and build your email list within minutes. 

Further, the email list is not that all you need. Adding the Messenger feedback button will connect you to the customers through Facebook.

That’s where you can reach them more swiftly for new product launch and promotions. 

Certainly, it is one of the toughest tasks to gather your customer’s data. And, to triumph over the competitors, you need a list of your target audiences. 

Once you achieve this task, you can reach your customers faster than your competitors to get more visibility.

7. It May Increase Conversions

Be it a small business niche, you will have competitors. And, the competitors that give useful information win over the others. 

The best way to convince your customer is to use social proof. Social proof means Review. The first thing your customer would look into before purchasing is for the review. 

The higher the price, the more they are interested in reading the reviews.

When customers recommend your product through reviews, it brings more conversions and builds a solid brand reputation. 

If you want to stay at the top and bring better sales, you need better reviews. 
Customer reviews cost nothing but work on referrals.

P.S.- Positive Reviews don’t ensure conversions but it is one of the cornerstones for your sales cycle. 

7. Gather Quick Feedbacks

A customer-centric website is the one that offers quick access to the feedbacks. Switching between the tabs for getting help or asking for the recommendations can be tedious. 

Feedback widgets provide the contextual help and reduce the time and effort of the users. A feedback widget can be of great help!

If you are product, service, or e-commerce, you can use the feedback button to get feedback from the customers.  

8. Customers Feel Important & Involved

Your customers feel important when you ask an opinion from them. Your customer would feel more valued when you ask for a review. 

After they have purchased the product, asking them from the reviews will build trust and give you a chance for improvement.

When your customers feel listened, they will get back to you for the second time which could lead to more sales. 


If you are still skeptical about the benefits of the feedback button on your website, you must try them on your website and see the results.

A feedback button doesn’t take too much space on your task. Even the installation is easier. You can get the customer’s data with a single click. 

It is a no-brainer and you will not lose anything either. Feedbacks can be intimidating for the customers and businesses are curious about the prospect. 

Lastly, it can help you with ROI as well. I hope you won’t hesitate to A/B test the feedback button on your website now.

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