SEO or search engine optimisation is all about optimising a page and making it easier for the search engine to recognise and appropriately position the page. UX or user experience is all about providing every page visitor with good content and an excellent overall experience. SEO is about making things simpler for the machine, while UX focuses on making things simpler for human readers.
No one can make sweeping generalizations about what to change or how to optimize conversion rates. But if you go in with an open mind, you can learn something new.
An excerpt from Studying and Designing Technology for Domestic Life from Morgan Kaufmann looks at strategies for conducting in-home studies with children.