Organic search: a personalization guide to improve conversions
It takes high investments to get people on your website, whether it's through paid ads or organic search (SEO). So, it's essential to capitalize on each visit and target the website experience to deliver relevant real-time content.
User interaction with ads and organic content goes beyond the click. Users who click your ads through paid search tools like Google Ads reveal rich information about their buying intent. These platforms allow you to analyze ad-triggering search terms. With this information, you can boost your ads' performance by personalizing your website's content and increasing conversions.
But if you think this can only happen with paid ads, we have good news for you. Marketers can still gain valuable insights from organic traffic by tracking user behavior on their websites.
Organic search: leveraging user behavior
When a user is trying to find something on search engines, they come across blog posts or products that rank for the given term they’ve typed in. The pages they land on when clicking these links help you understand their interest.
For example, if you have a cosmetic marketplace and a user organically reaches your blog post about anti-aging tips, you can show them wrinkle creams when they go to your website.
Here's another example:
Suppose a user lands on your blog post titled "10 benefits of yoga". It's obvious the reason that led them to your website. Now you know about their interest in yoga and can use this information to personalize your website for them. For example, create a "Yoga Corner" that showcases the latest articles, videos, or tutorials related to yoga, or offer them yoga clothing, books, and retreats.
This personalized approach can create a sense of relevance and cater to the user's preferences, leading to increased engagement and conversions.
Developing a successful SEO strategy
Companies today spend a lot of money to improve organic search results through content strategy professionals. But all of this only serves to bring traffic if you don't leverage user data to optimize conversions when they land on your site.
Imagine a scenario where a user enters a website through an SEO-optimized blog post, reads the content, but leaves without taking any action. Without leveraging this data to tailor communication to their preferences, the website may fail to capitalize on their intentions.
The opportunity cost of not investing in personalization leads to overlooked lead generation chances and an increase in CAC. Marketers should, therefore, optimize their content strategy ROI by personalizing their websites to each different audience.
Delivering organic search personalization
With users often reading blog posts and then accessing homepages or browsing within a site, there is a significant opportunity to extract intelligence from their behavior and use it to create converting website experiences.
Let's dive into some ways you can take advantage of an SEO audience:
Analyzing search intent
Often a user arrives on a website through organic search from various touch points.
Collecting and analyzing different types of data helps you determine the user's intent. This involves understanding not only the pages they’ve landed in, but also their location, device type, search queries within the website, or other relevant information.
You can opt for dynamic content to align your website’s messaging with the user's browsing context. Your website should react in real time to the user’s behavior in their current session offering them personalized experiences.
Tracking behavior and time spent
Let's say a user spends 10 minutes reading a case study or comparative on your product. They would be an excellent candidate to prompt with a CTA like "Try a demo". Remember, the longer a user spends on a page, the more likely they are to purchase a product, book a demo, or take positive action.
Actioning on this behavioral data enables you to tailor your content and marketing efforts accordingly. You can target users with relevant only pop-ups, banners, or buttons to make them stick around.
Sometimes, they may read a blog post and then access your homepage, browse within the site, and come back as a returning user. Analyzing the visited pages gives you an idea of their buying journey stage.
Creating customer profiles
Data from users' organic searches enables the creation of valuable customer profiles of people who are already interested in a brand.
Building up enough data from each individual’s interactions with various touch points on your website allows scoring users whether they’re registered or not. You can enrich their profile with browsing data and even collect information about them progressively each time they access your website.
From here, you can create audiences by segmenting users that share the same characteristics.
Segmenting based on the session's landing page
Segmenting users based on the first page they land on when visiting your site enables you to apply personalization at scale.
Using web analytics tools, you can track user actions on your website, look for behavior patterns, and group them accordingly. For example, you may create separate segments for users who land on your blog, product pages, or contact page.
Some softwares like Croct allow you to segment users based on the session's landing page using natural language.
Using in-session personalization for organic traffic
In-session personalization means offering relevant experiences from the moment a user enters your website. This can happen in real time and doesn’t require prior knowledge about them. As search queries and preferences change, your website should dynamically update the content and experiences to reflect the evolving user intent.
This requires organizing website visitor interactions into sessions. Each session represents a single visit to your website and encompasses the user's actions within a specific timeframe. You can find detailed information on interpreting this data on our blog post about sessionization.
Testing and optimization
To ensure maximum effectiveness, you need to test personalization strategies. AB testing allows you to compare personalized experiences and determine which ones perform best in engagement, conversions, and other relevant metrics to continually improve the user experience. Check out this guide about running AB tests with personalization to know more.
How Croct can help
Our personalization management system (PMS) helps you track user behavior in real time. It gives you an environment to create updated segments. It also allows you to have dynamic slots on your website and offer personalized experiences to each audience.
Getting significant spikes in organic search traffic is excellent. But turning that into conversions is where the gold mine is! Take advantage of user data and craft stories and messages tailored to their interest and behavior.
If you're ready to maximize your organic search traffic conversions, create a free account and start today!