The opportunities focused on elements with a direct impact on SEO performance, but it’s important to also consider the indirect benefits. One example of indirect benefits to consider is the potential increase in user engagement and time spent on your website.
Conversion
By creating a stronger user experience, reducing the number of clicks, and creating an all-round more beautiful website - you’re very likely to increase conversion rates. You don’t even need data to understand this point. Focus on user-friendly design elements to enhance the overall customer experience.
If someone visits your store looking to purchase chocolate protein powder. Do they have a higher likelihood of purchasing if they can find it within 2-clicks versus 4-clicks? Of course. There’s also conversion on a click-through basis. By optimizing the user experience to ensure chocolate protein powder can be found within 2-clicks, you can potentially increase conversion rates.
We’ve commonly found that having “Choose options” buttons on product grids creates a higher click-through rate than displaying no button at all. While marginal, this represents increased time on site, which we’ve found influences rankings.
