How to Master the Customer Experience From Search to Transaction [Webinar] via @lorenbaker
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How to Master the Customer Experience From Search to Transaction [Webinar]
When it comes to purchases, two things are critical: driving visitors to your website and ensuring a positive experience once they're there.
On January 15, I moderated a sponsored Search Engine Journal webinar presented by Kameron Jenkins of Botify and Greg Batchelor of AB Tasty.
They shared how marketers can create the most relevant, optimized customer journey from discovery through to transaction.
Here's a recap of the webinar presentation.
Search plays a big role in the customer experience.
If you think about your website as a unit made of a bunch of individual URLs, the sum of those parts represents 100% of your company's website investment – in time, money, resources, and talent.
Botify's 2018 study found that, sadly, Google is missing about 51% of those pages.
Now, there are plenty of reasons why you wouldn't want Google crawling certain URLs, but this 51% number actually represents "compliant" pages – in other words, pages whose signals indicate that they DO want them crawled and indexed.
These websites wanted Google to crawl those pages, yet Google was missing them.
All of this leads to the fact that only 23% of pages on large enterprise sites receive any organic visits. In other words, we're trying to drive conversions from just 23% of our pages.
Organizations that focus purely on the on-site experience are missing out on the massive conversion and revenue benefits that could come from adding more pages that you already have to the mix.
Focusing on SEO means you get more chances to convert – whether that be an ecommerce purchase, a lead gen form fill, or publisher paid subscription sign-ups.
The SEO Funnel + The Customer Experience
Here's another way we can visualize the relationship be