Many businesses focus on driving traffic to their websites. That’s great, but it doesn’t necessarily make you money or create leads
Think of a bricks-and-mortar shop. If you’ve got an incredible window display featuring irresistible offers and aspirational products that catches the eye of shoppers, but if they step inside and the layout’s confusing, the lighting’s all wrong and you’ve sold out of the stock you’re promoting, that visit’s added nothing to your bottom line.
However, by balancing creative thinking with data collection you can identify what’s working and what’s not and make permanent changes that make your website work harder, grow your customer base – and earn you more money! This is what’s known as conversation rate optimisatin (CRO).
What does CRO involve?
It’s all in the planning
You may be tempted to rush in and start tinkering with your site, but taking a haphazard approach can lead to hit-and-miss results. Without a structured approach you’ll need to rely on guesswork and probably miss out on learnings that you could apply to other areas of your site
So first you need to identify your objectives, which areas of your website to test, what testing tools you’ll use, and what success will look like.
It may sound obvious, but you also need to be clear what counts a conversion on your particular site and the pages you’re testing. This could include:
- an online sale
- a user adding a product to their cart
- a user adding an item to their wishlist
- email signups
- any other KPI your company finds valuable
The variables you test will be up to you, your type of business and – most importantly – what you want to achieve. For example, you may want to the impact of changing the wording of a call to action, the position of a banner, or changing navigation options.
The next phase is to test alternate versions of a page or process to see which visitors find most persuasive.
Typical tests include:
A/B testing. This involves creating two different versions of one web page and splitting your website’s traffic evenly between the two. We then monitor which web page is most effective in converting visitors into customers.
Multivariate testing. As suggested by the name, multivariate testing means conducting experiments on multiple variables to assess how the different features of your website work together to increase conversion rate. Multivariate tests involve making changes to different elements on one page, rather than on two or more pages. The goal is to work out the winning combination by assessing how the different elements effect the conversion rate of your website.
The concept of CRO
In a nutshell, the idea is to:
- establish and prototype and test new ideas, features and content
- test whether they encourage more of your visitors to take the action you want them to
- build a knowledge repository of learning from the past CRO campaigns
- make permanent, scalable changes to your site
This eBook provides a roadmap to guide you through the steps you need to take for a successful CRO project that will improve your website’s ROI, now and in the future.
CRO doesn’t sleep
CRO should be an ongoing process that builds on previous successful testing, and continually expands as you reveal new insights, and with any changes in business strategy.
The value of the data you collect is long-term. By building up a catalogue of your calculations and conclusions, you’ll have a comprehensive knowledge base of what works and what doesn’t to refer to when making future updates, or even building new websites, tailored specifically to your brand.
You might be surprised at the impact making seemingly small tweaks makes – download this eBook today to get started!