Why should small sites give up on conversion optimization? Website traffic is an essential resource for every online business irrespective of your scale of operation or site of a website. Only more traffic can convert to more customers and therefore more money in the till. And this is what our B2B lead generation agency in India has been helping out business with.

Traffic is also essential for data-driven optimization practices like conversion rate optimization (CRO). The common CRO testing procedures rely hugely on website traffic for data to run conclusive tests.

Conversion optimization is more challenging for low-traffic websites. The CRO tips and techniques mentioned below are proven to work for low-traffic websites.

 

1. Run Tests With Low Confidence Level

The confidence level is critical and it indicates how true your test results are for the entire population. It tells you how reliable the test findings are and how safe you are from implementing false results.

The higher the confidence level, the higher that a test result is true.

For example:

–    A test between two samples A and B runs at 95% confidence.

–   This tells us that sample A is better than B.

–   That indicates that we have a 95% chance of this result being accurate and sample A actually being better than B.

–    And we have only a 5% chance of this result being false, where sample B is better than A.

Similarly, when running tests on different samples, you should choose a confidence level that ultimately decides the sample size.

A 95% confidence level is the industry standard when performing CRO tests. This leaves only a meager 5% or one in 20 chance of the CRO tests results being false.

 

2. Track Micro-conversions

Conversion is a spectrum that has lots of micro-conversions leading up to one macro conversion and that is the ultimate goal of your website.

Micro-conversions are therefore incremental steps that represent a user’s interest in your brand. Tracking micro-conversions is good when optimizing low-traffic websites because smaller conversions occur more frequently and hence are larger in number than the one macro conversion.

Thus focusing on micro-conversions as a part of the whole user journey and optimizing these variables to uplift the entire user experience of your website will pay, if yours is a small website.

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3. Go For Major Changes

While testing a low-traffic website, you may not be able to test minute elements and gain granular insights into your users’ preferences.

But this doesn’t mean you can’t take the A/B test at all.

Making drastic changes in your variation can lead to an increased lift in your primary variable. This means, if you implement a massive change on your website, you may notice a bigger lift between control and variation.

So, if your test variation generates a higher lift in conversion, either positive or negative, it will be easier for you to declare a winner.

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4. Use Personalization With Dynamic Data

It is believed that almost 66% of customers expect online engagement personalized according to their previous interactions and online behavior.

Hence, website personalization is a critical CRO strategy and can lead to increased conversions, regardless of how much traffic your website gets.

Website personalization includes serving dynamic content to web visitors. This content is more relevant to their preferences and better resonates with them.

Serving dynamic content is also a data-driven approach that does not rely on web traffic.

 

5. Deploy Usability Testing

Usability testing is imperative for websites of all scales. User or usability testing includes testing a website to reveal its friction points and identifying how well it serves its target audience.

It discovers critical areas for improvements on your website and enhances the overall user experience.

Usability testing is particularly helpful for low-traffic websites and it only requires a handful of people to carry out tests and still will yield meaningful results.

Therefore, improving UX with usability testing should be a critical part of your CRO arsenal.

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6. Use Integrated Feedback Forms

CRO optimizes your website for an enhanced user experience. As well as understanding your audience is important for a good UX and hence should be considered in conversion optimization.

Deploying on-site feedback forms will help you understand users’ behavior and won’t cost much. Thereby you can get insights into how your target audience feels your website and about their needs.

With such closer inspection, you can understand user behavior trends that can guide your optimization process. But, make sure that you ask the right questions to ensure that the feedback you collect propels your optimization campaign in the right direction.

Additionally, you also should build and time your feedback forms appropriately so as not to frustrate the user.

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Final Words

Conversion rate optimization is a data-driven process. This can be done on websites that largely rely on data collected through website visitors.

But with low-traffic websites, this data is limited. It will only give a small sample size to work with, and quantitative tests may seem unreliable.

But there are many quantitative and qualitative optimization tips and strategies to increase conversions, regardless of how much traffic your website gets. Contacting our data-driven digital marketing agency in India will help.

Even if your traffic is too low our usability testing or feedback forms, will offer you valuable insights. Do call us to know more.

 

Having multiple pages on your website that rank for the same keyword can harm your SEO. If you are thinking that the more pages you have in search results, the more impressions you will receive from search users, unfortunately, that isn’t always the case. Get your SEO efforts strategized through our agency which is the best SEO company in Kerala.

The reason is simple. When you have multiple pages ranking for the same keyword, you are forcing your pages to compete with each other. Consequently, each page will have a lower CTR, diminished authority, and lower conversion rates than one consolidated page would have.

And this is called SEO misstep keyword cannibalization.

 

Understanding Keyword Cannibalization

Keyword cannibalization happens because you are cannibalizing your results by splitting CTR, content, links, and conversions between two pages that should be ideally one.

Thus Google doesn’t get the breadth or depth of your knowledge. You are in no way improving the authority of your site for that query, either.

On the other hand, you’re asking Google to weigh your pages against one another and choose which ones it thinks suit the matching keywords best.

Instead of capitalising on a lot of valuable longer-tail keywords, you’re competing against yourself for one keyword that may be too broad to have commercial intent.

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Here’s How To Identify Keyword Cannibalization

Identifying keyword cannibalization is as easy as creating a keyword matrix. Once you’ve identified the problem, fixing keyword cannibalization is easy.

Create a spreadsheet that lists all of your site’s important URLs and their associated keywords. Alternatively, you may use a keyword mapping tool to list down the keywords.

Once URLs and their keywords are listed, run down the list and look for any duplicate entries.

As you spot any, especially across core pages, understand that you’re probably suffering from keyword cannibalization.

Now it’s time to fix those pages!

Keyword cannibalization can occur even if the meta information in your title tags seems to target the same keyword, so double-check those also. And If you’re using a rank tracking tool, take this opportunity to search for thin content and keywords mistakenly applied to the wrong page. This is an ideal time to give your site a little TLC.

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How To Fix Keyword Cannibalization?

The Solution to keyword cannibalization depends on the root of the problem. But particularly stubborn cases may require that you break out the 301s or new landing pages.

Mentioned here are five possible solutions.

 

1. Restructure Your Website

The simplest solution is to turn your most authoritative page into a landing page, which links to other unique variations that fall under the umbrella of your targeted keywords.

 

2. Create New Landing Pages

Alternatively, you can create a unique landing page to serve as your authoritative source page and link to all of your variations from there.

This should allow you to target both broad keyword terms with your consolidated pages and long-tail keywords on your variations.

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3. Consolidate Your Content

If your pages aren’t unique enough to address the issue of having multiple pages targeting the same keyword, consider combining them into one page.

Take two underperforming pages and turn them into a more authoritative source. It may solve thin content issues as well.

Start with your analytics and determine which page performs best in terms of traffic, time on page, bounce rate, conversions, etc. You may notice that one page receives most of the traffic, but the other has the content that converts more users.

The goal here could be to consolidate the converting copy content on the page with the most traffic. Thereby you would be able to maintain the same ranking and convert more of the traffic.

An added benefit of this approach is that you don’t have to worry about having your website penalised for content that Google considers thin or cookie-cutter-like.

 

4. Find New Keywords

Maybe your website is suffering from a poorly planned keyword strategy and maybe all you need to do is find new keywords.

Make sure your keywords accurately describe your page’s content. And that a website visitor who searched for the target keyword be satisfied by the content on each page that ranks for it.

Do some keyword research.

Looking at your pages in a spreadsheet having the details mentioned below can help you spot better keyword opportunities for similar pages:

– Keyword & rank.

– The page URL.

– SEO title & meta description.

– Word count.

– Organic traffic.

– Bounce rate.

– Conversions.

This will help you spot pages targeting the same keywords. Then, determine which pages are most valuable, which can be consolidated, and which need new keywords.

You can use your keyword research tool to find the most relevant keywords for all of the pages that you want to keep.

For instance, if you have two pages ranking well for a long-tail keyword, see if there is a related broad term that might be focusing on for one of them to capture more traffic.

Once you have found that keyword, reoptimize for it accordingly. Update the details in your spreadsheet later for future reference and performance tracking.

 

5. Use 301 Redirects

Using too many 301 redirects might be necessary only if you already have multiple pages ranking for the same terms.

Using 301s allows you to consolidate your cannibalized content. It links the less relevant pages to a single, more authoritative version.

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Conclusion

Keyword cannibalization is more prevalent today than before. The five solutions mentioned above will fix most cases of keyword cannibalization.

If your website is cannibalizing its target keywords, solutions aren’t hard and the damage isn’t permanent.

Our SEO specialist in India will use the right tools to give your SEO a well-deserved boost.