Google’s roll out of Page Experience as a ranking signal is the latest episode in the continued blend between the domains of CRO and SEO, making testing the full funnel from acquisition to what users do on your website more important than ever. This talk will explain the theory behind testing website changes for both CRO and SEO, as well as sharing case studies to convince you to bring together your product and SEO teams.
10. Announcing Core Web Vitals
“
Optimizing for [user experience] makes the web more
delightful for users across all web browsers and
surfaces ... We believe this will contribute to business
success on the web as users grow more engaged and
can transact with less friction.
”
@e_mpotter
11. Google’s Push for a “More Delightful Web”
2008
Google
Chrome
released
@e_mpotter
12. Google’s Push for a “More Delightful Web”
2008
Google
Chrome
released
2009
Page Speed
Extension
@e_mpotter
13. Google’s Push for a “More Delightful Web”
2008
Google
Chrome
released
2010
Site speed
a ranking
factor
2009
Page Speed
Extension
@e_mpotter
14. Google’s Push for a “More Delightful Web”
2008
Google
Chrome
released
2010
Site speed
a ranking
factor
2009
Page Speed
Extension
2011
Page Speed
Service
@e_mpotter
15. Google’s Push for a “More Delightful Web”
2008
Google
Chrome
released
2010
Site speed
a ranking
factor
2012
PageSpeed
Insights in
Chrome
2009
Page Speed
Extension
2011
Page Speed
Service
@e_mpotter
16. Google’s Push for a “More Delightful Web”
2008
Google
Chrome
released
2010
Site speed
a ranking
factor
2012
PageSpeed
Insights in
Chrome
2009
Page Speed
Extension
2011
Page Speed
Service
2017
CrUX
Released
@e_mpotter
17. Google’s Push for a “More Delightful Web”
2008
Google
Chrome
released
2010
Site speed
a ranking
factor
2012
PageSpeed
Insights in
Chrome
2009
Page Speed
Extension
2011
Page Speed
Service
2017
CrUX
Released
2019
Speed
Report in
GSC
@e_mpotter
18. Core Web Vitals is just the latest evolution
“
Web Vitals and Core Web Vitals represent the best
available signals developers have today to measure
quality of experience across the web, but these
signals are not perfect and future improvements or
additions should be expected.
”
@e_mpotter
20. Both need to be kept in mind
Core Web Vitals will evolve over time
Core Web Vitals aims to measure user experience
(Which means this will be the aim of future updates too)
@e_mpotter
21.
22. CRO is a sustainable tool to optimise for UX
Core Web Vitals will evolve over time
Core Web Vitals aims to measure user experience
(Which means this will be the aim of future updates too)
@e_mpotter
43. Key product details:
price, colours, sizes
Reviews
Quisque ornare odio orci, vel placerat risus rhoncus vitae.
View more information
Product information
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Add to cart
Product information
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi
luctus viverra condimentum. Sed efficitur tellus massa, vel
interdum metus blandit non. Suspendisse sollicitudin imperdiet
mauris. Quisque ornare odio orci, vel placerat risus rhoncus
vitae. Quisque ac tristique est.
Product name
Key product details:
price, colours, sizes
Add to cart
Reviews
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi
luctus viverra condimentum
Product name
View more information
“A” Page “B” Page
CRO product page template redesign
Template
fully
modernised
44. New template is a big winner for CRO
conversion
rate
weeks run
Variant
Control
Key
@e_mpotter
46. Key product details:
price, colours, sizes
Reviews
Quisque ornare odio orci, vel placerat risus rhoncus vitae.
View more information
Product information
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Add to cart
Product information
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi
luctus viverra condimentum. Sed efficitur tellus massa, vel
interdum metus blandit non. Suspendisse sollicitudin imperdiet
mauris. Quisque ornare odio orci, vel placerat risus rhoncus
vitae. Quisque ac tristique est.
Product name
Key product details:
price, colours, sizes
Add to cart
Reviews
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi
luctus viverra condimentum
Product name
View more information
“A” Page “B” Page
Follow-up SEO experiment
Template
fully
modernised
49. SEO hypothesis was tabs hurt organic traffic
Product information
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
View more information
Key
content
collapsed
into tabs
Read more
Reviews
Quisque ornare odio orci, vel placerat risus rhoncus vitae.
View more information
“B” Page
50. Key product details:
price, colours, sizes
Add to cart
Product name
“B” Page “C” Page
Template redesign follow-up
Key product details:
price, colours, sizes
Add to cart
Product name
Reviews
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Morbi luctus viverra condimentum
Product information
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Morbi luctus viverra condimentum. Sed efficitur tellus
massa, vel interdum metus blandit non. Suspendisse
sollicitudin imperdiet mauris. Quisque ornare odio orci, vel
placerat risus rhoncus vitae. Quisque ac tristique est.
Reviews
Quisque ornare odio orci, vel placerat risus rhoncus vitae.
View more information
Product information
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
View more information Bringing
content
out of
tabs
57. Testing for CRO & SEO together
Testing the full funnel means we can learn the net
impact
@e_mpotter
58. Testing for CRO & SEO together
Testing the full funnel means we can learn the net
impact
Testing for both CRO and SEO together brings the
expertise of both teams together
@e_mpotter
66. Core Web Vitals will evolve over time
“
Web Vitals and Core Web Vitals represent the best
available signals developers have today to measure
quality of experience across the web, but these
signals are not perfect and future
improvements or additions should be
expected.
”
68. Organic and UX not a 1:1 relationship
Key product details:
price, colours, sizes
Reviews
Quisque ornare odio orci, vel placerat risus rhoncus vitae.
View more information
Product information
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Add to cart
Product information
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi
luctus viverra condimentum. Sed efficitur tellus massa, vel
interdum metus blandit non. Suspendisse sollicitudin imperdiet
mauris. Quisque ornare odio orci, vel placerat risus rhoncus
vitae. Quisque ac tristique est.
Product name
Key product details:
price, colours, sizes
Add to cart
Reviews
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi
luctus viverra condimentum
Product name
View more information
“A” Page “B” Page
Positive for CRO
Negative for
SEO