But let's say it's a small net positive

[fomayof928@mowline]

So then we can see that it's a -5% drop in conversion rate. Then we need to evaluate, "Is this something we should roll out?" So step 1 is: Do we just roll it out? If it's a win-win, then the answer is probably yes. If they're in different directions, then there are some things we can do. First, we can look at the relative performance in the different directions, keeping in mind that conversion rates generally apply to all channels, and so even a relatively small drop in conversion rate can be a huge deal compared to an increase in organic traffic, because conversion rates apply to all channels, not just your organic traffic channels.

Ar a small net negative. What we can do then is we can albania number data to the point where it's a net positive and roll it out. Either way, we can then say, "What can we take from this? What can we actually learn?" So back to our content example. We can say, "You know what? Users like this clean version of the page that has seemingly less content. Search engines are clearly relying on this content to understand what this page is about. How can we get the best of both worlds?"

Well, it might be a question of redesigning, moving the page layout around a bit, keeping the content there, but maybe not putting it front and center for the user because they land at the beginning. We can test these different things, run sequential tests, try the best of the best SEO tests and CRO tests and make it work together and importantly avoid situations where you think you've got a win, because your conversion rate has gone up, but you're actually going to hurt your organic search performance.