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  • Writer's pictureChristina Tsiripidou

Achieving Growth through CRO & SEO Programs: A Case Study of Deel.com, Toggl, and Hotjar


growth through cro & seo

Conversion Rate Optimization (CRO) and Search Engine Optimization (SEO) are two crucial aspects of any online business that wants to attract and retain customers. Deel.com, Toggl, and Hotjar are three companies that have successfully implemented CRO and SEO programs to achieve their business objectives. In this article, we will explore the key elements of a successful CRO and SEO program and how these companies have leveraged them to drive growth.


Content

CRO: A Key Driver of Online Business Growth

Case Study 1: Deel.com's CRO Program

SEO: A Powerful Tool for Organic Growth

Case Study 2: Toggl's SEO Program

Case Study 3: Hotjar's SEO Program

Tools & Key Metrics to Track for CRO

Tools & Key Metrics to Track for SEO

The Importance of CRO & SEO Programs

Frequently Asked Questions (FAQs)


CRO: A Key Driver of Online Business Growth

Conversion Rate Optimization (CRO) is the process of improving the user experience of a website or app to increase the likelihood of visitors taking desired actions. These actions can include filling out a form, subscribing to a newsletter, or making a purchase. CRO aims to maximize the conversion rate, which is the percentage of visitors who take the desired action.


The first step in implementing a successful CRO program is to define the program's vision. The vision should outline the objectives, goals, and expected outcomes of the program. The CRO team should work closely with cross-functional stakeholders to ensure that the program aligns with the company's overall objectives.


Case Study 1: Deel.com's CRO Program

Deel.com, a company that provides an online platform for remote work, has successfully implemented a CRO program. The company's CRO program aims to improve the user experience of the website to increase the number of sign-ups and conversions.


Deel.com's CRO team worked closely with the company's marketing, product, and engineering teams to define the program's vision. The team identified the key metrics that they wanted to improve, such as sign-up rates and conversion rates. They also set specific goals and KPIs to measure the program's success.


To achieve these goals, Deel.com's CRO team conducted extensive research to understand user behavior and identify areas for improvement. They analyzed user data, conducted user surveys, and performed A/B tests to test different design and content options.


Through this process, Deel.com's CRO team identified several key areas for improvement, including the website's navigation, the sign-up process, and the onboarding experience. They implemented changes to these areas, such as simplifying the sign-up process and providing more user-friendly navigation, which resulted in a significant increase in sign-ups and conversions.


SEO: A Powerful Tool for Organic Growth

Search Engine Optimization (SEO) is the process of optimizing a website or app to rank higher in search engine results pages (SERPs). SEO aims to increase organic traffic to a website or app by improving its visibility and relevance to search engine users.


The first step in implementing a successful SEO program is to define the program's vision. The vision should outline the objectives, goals, and expected outcomes of the program. The SEO team should work closely with cross-functional stakeholders to ensure that the program aligns with the company's overall objectives.


Case Study 2: Toggl's SEO Program

Toggl, a company that provides a time tracking app, has successfully implemented an SEO program. The company's SEO program aims to increase organic traffic to the website by improving its visibility and relevance in search engine results.


Toggl's SEO team worked closely with the company's marketing, product, and engineering teams to define the program's vision. The team identified the key metrics that they wanted to improve, such as organic traffic, keyword rankings, and backlinks. They also set specific goals and KPIs to measure the program's success.


To achieve these goals, Toggl's SEO team conducted extensive research to identify the keywords that were most relevant to their target audience. They optimized the website's content, meta tags, and URLs to include these keywords and improve the website's relevance to search engine users.


They also implemented a link building strategy to increase the number of high-quality backlinks to the website. This strategy involved creating high-quality content, reaching out to influencers and other websites to link back to Toggl's content, and participating in industry forums and communities to increase Toggl's visibility.


As a result of these efforts, Toggl's organic traffic increased significantly, with many of its targeted keywords ranking on the first page of search engine results. This increased visibility led to more sign-ups and conversions for Toggl's time tracking app.


Case Study 3: Hotjar's SEO Program

Hotjar, a company that provides user behavior analytics and feedback tools, is another example of a company that has successfully implemented an SEO program. The company's SEO program aims to increase its visibility and relevance in search engine results to drive more traffic and conversions.


Hotjar's SEO team worked closely with the company's marketing, product, and engineering teams to define the program's vision. The team identified the key metrics that they wanted to improve, such as organic traffic, keyword rankings, and backlinks. They also set specific goals and KPIs to measure the program's success.


To achieve these goals, Hotjar's SEO team conducted extensive research to identify the keywords that were most relevant to their target audience. They optimized the website's content, meta tags, and URLs to include these keywords and improve the website's relevance to search engine users.


They also implemented a content marketing strategy to create high-quality, informative blog posts and other content that would attract visitors and encourage them to stay on the site longer. This content was also optimized for search engines, which led to increased visibility and rankings.


Hotjar's SEO team also worked to increase the number of high-quality backlinks to the website, using a variety of strategies such as guest blogging, participating in industry forums and communities, and reaching out to influencers and other websites to link back to Hotjar's content.

As a result of these efforts, Hotjar's organic traffic increased significantly, with many of its targeted keywords ranking on the first page of search engine results. This increased visibility led to more sign-ups and conversions for Hotjar's user behavior analytics and feedback tools.


Tools & Key Metrics to Track for CRO

Tools for CRO:

  1. Google Analytics: This tool provides insights into user behavior, such as how long they stay on a page and where they drop off in the conversion funnel. It can help identify areas for improvement and track progress towards conversion rate optimization goals.

  2. Hotjar: This tool provides heat maps, click maps, and user recordings to help understand user behavior and identify areas for improvement. It can also help with A/B testing and user feedback collection.

  3. Optimizely: This tool is a leading A/B testing platform that allows you to experiment with different variations of your website or app to see which one performs better in terms of conversions.

Key Metrics to Track for CRO:

  1. Conversion Rate: The percentage of website visitors who take a desired action, such as signing up for a service or making a purchase.

  2. Bounce Rate: The percentage of website visitors who leave after only viewing one page. A high bounce rate can indicate a poor user experience or lack of relevance.

  3. Time on Site: The average amount of time that visitors spend on your site. Longer time on site can indicate engagement and interest in the content.

Template for CRO Progress and Success Tracking:

  1. Set clear conversion rate optimization goals and KPIs.

  2. Conduct research to identify areas for improvement.

  3. Develop and implement changes to improve user experience and increase conversions.

  4. Monitor progress using Google Analytics and other tools.

  5. Conduct A/B testing to see which variations perform better.

  6. Analyze data and adjust strategies as needed.

Steps

Description

Tools

Key Metrics

1

Set clear conversion rate optimization goals and KPIs.

N/A

Conversion Rate, Bounce Rate, Time on Site

2

Conduct research to identify areas for improvement.

Google Analytics, Hotjar

User behavior, areas for improvement

3

Develop and implement changes to improve user experience and increase conversions.

Optimizely, Website CMS

Implementation of changes

4

Monitor progress.

Google Analytics, Hotjar

Conversion Rate, Bounce Rate, Time on Site

5

Conduct A/B testing to see which variations perform better.

Optimizely

Conversion Rate

6

Analyze data and adjust strategies as needed.

Google Analytics, Hotjar, Optimizely

Conversion Rate, Bounce Rate, Time on Site


Tools & Key Metrics to Track for SEO

Tools for SEO:

  1. Google Search Console: This tool provides insights into how your website appears in search engine results pages (SERPs) and identifies any errors or issues that need to be fixed.

  2. Ahrefs: This tool provides keyword research, competitor analysis, and backlink analysis to help improve your website's relevance and visibility in search engine results.

  3. SEMrush: This tool provides keyword research, site audit, and competitor analysis to help optimize your website for search engines.

Key Metrics to Track for SEO:

  1. Organic Traffic: The number of website visitors who come from search engine results pages (SERPs).

  2. Keyword Rankings: The position of your website in search engine results pages (SERPs) for specific keywords.

  3. Backlinks: The number and quality of websites that link back to your website, which can improve your website's authority and relevance.

Template for SEO Progress and Success Tracking:

  1. Set clear SEO goals and KPIs.

  2. Conduct keyword research to identify target keywords and topics.

  3. Optimize website content, meta tags, and URLs for target keywords.

  4. Develop and implement a content marketing strategy to attract visitors and encourage them to stay on the site longer.

  5. Increase the number of high-quality backlinks to the website.

  6. Monitor progress using Google Search Console, Ahrefs, SEMrush, and other tools.

  7. Analyze data and adjust strategies as needed.


Step

Description

Tools

Key Metrics

1

Set clear SEO goals and KPIs.

N/A

Organic Traffic, Keyword Rankings, Backlinks

2

Conduct keyword research to identify target keywords and topics.

Google Keyword Planner, SEMrush, Ahrefs

Target keywords and topics

3

Optimize website content, meta tags, and URLs for target keywords.

Website CMS

Optimization of content, meta tags, and URLs

4

Develop and implement a content marketing strategy to attract visitors and encourage them to stay on the site longer.

Website CMS, Content Marketing Tools

Number of visitors, Time on Site

5

Increase the number of high-quality backlinks to the website.

Ahrefs, SEMrush

Number and quality of backlinks

6

Monitor progress.

Google Search Console, Ahrefs, SEMrush

Organic Traffic, Keyword Rankings, Backlinks

7

Analyze data and adjust strategies as needed.

Google Search Console, Ahrefs, SEMrush

Organic Traffic, Keyword Rankings, Backlinks


Overall, tracking progress and success for both CRO and SEO programs requires clear goals and KPIs, research, implementation, monitoring, and analysis. Utilizing the right tools can help streamline the process and make it easier to track progress towards achieving business objectives.


The Importance of CRO & SEO Programs

Successful CRO and SEO programs require a clear vision, collaboration with cross-functional stakeholders, and a focus on specific goals and performance KPIs. Deel.com, Toggl, and Hotjar are examples of companies that have successfully implemented CRO and SEO programs to achieve their business objectives.


By understanding user behavior, identifying areas for improvement, and implementing changes to improve the user experience, Deel.com was able to increase sign-ups and conversions. Toggl and Hotjar leveraged SEO to increase their visibility and relevance in search engine results, driving more organic traffic and conversions.


Overall, implementing effective CRO and SEO programs can have a significant impact on the growth and success of an online business. Companies that prioritize these efforts and work closely with cross-functional teams can see significant improvements in their key metrics and achieve their business objectives.


Frequently Asked Questions (FAQs)

What is CRO?

CRO stands for Conversion Rate Optimization, which is the process of increasing the percentage of website visitors who take a desired action, such as signing up for a service or making a purchase.

What is SEO?

Why are CRO and SEO important for online businesses?

What are some key elements of a successful CRO or SEO program?


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