SEO gurus often focus on ranking websites higher in search results, but they neglect two critical skills that can make or break digital marketing success: split testing and email marketing. These skills are essential for increasing conversions and maximizing revenue, yet they are rarely taught. Let’s dive into why they matter and how you can implement them.
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The Power of Split Testing
Getting more traffic through SEO is great, but what truly matters to your clients is conversions – whether that means sales, calls, or booked appointments. Many SEOs focus solely on increasing rankings, but there’s another way to boost results: optimizing the traffic you already have.
Split testing, also known as A/B testing, allows you to test variations of a page to see which version converts better. Here’s how it works:
- Take an existing landing page.
- Create a duplicate version with one small change – maybe a different button color, headline, or call-to-action.
- Use split testing software (like Thrive Optimize for WordPress) to direct 50% of visitors to the original page and 50% to the variation.
- Track conversions (calls, purchases, form submissions, etc.) to determine which version performs better.
- Keep the winner, discard the loser, and test another change.
Many businesses miss out on potential customers simply because their pages aren’t optimized for conversions. Even a small increase in conversion rates can lead to a significant revenue boost. Yet, most SEO courses and books fail to teach this skill.
Why Email Marketing is Crucial for SEO
SEO requires a lot of effort upfront – creating content, optimizing pages, and building backlinks…before seeing results. But what happens when people visit your site and leave without taking action? If you don’t capture their contact information, you may never reach them again.
That’s where email marketing comes in. It allows you to build a long term relationship with visitors, bringing them back to your site when they’re ready to convert. Here’s how it works:
- Collect emails: Use lead magnets like discounts, free guides, or newsletters to get visitors to subscribe.
- Engage your audience: Send regular emails with valuable content, promotions, or updates.
- Recover lost sales: Use cart abandonment emails to remind potential customers about their unfinished purchases.
For local businesses, email marketing can be used to follow up with leads, remind customers about appointments, or offer special promotions. The key takeaway? Don’t let your hard earned SEO traffic go to waste – capture and nurture it instead!
The TLDR
Most SEOs focus only on ranking higher in search results, but ranking alone doesn’t guarantee success. By incorporating split testing and email marketing, you can dramatically improve conversion rates, retain more clients, and increase your revenue.
If your current SEO strategy doesn’t include these essential skills, it’s time to start learning and implementing them. The difference between a good SEO and a great one is not just traffic, but results.
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