What is Conversion Rate Optimisation?
Most digital marketers focus on driving traffic to a website, hoping that once the users get to the website they do what the business wants them to do and convert into sales, signups or leads.
CRO is different. It’s about understanding the user’s behaviour and psychology when they visit your site. Why are they behaving in a certain way and how can we remove any barriers presented by the website or app to get the user to convert?
Better conversion means more leads/sales for the same amount of incoming traffic levels. It also means happy customers as users can more easily find the information they need, the app or website behaves as they expect and any friction and barriers to conversion have been removed.
Heuristic Analysis
Heuristic analysis is a psychological approach to understanding how users interact with your website or application.
We use the principles to understand the content and structure of your website and how customers interpret this information through the conversion funnel.
The key is to ensure that your content and conversion funnel is:
- Relevant
- Clear
- Informative
- Persuasive
- Conforming
Benefits
By starting a conversion optimisation programme, you’ll gain a better understanding of user behaviour, how to make your website or app easier for customers to use and, most importantly, what best makes customers do what you want them to do – purchase your product, use your service or convert.
- Actionable insight
- Understand user behaviour
- Improve revenue and performance
- Based on data not opinions
- Happier customers
The CRO Process
Gather insight from analytics data, remote user monitoring, session recording tools, customer feedback and heuristic analysis to understand pain points in the user journey on your website or application.
Develop test ideas from the insight about what to change to improve the user experience or remove the conversion barrier facing the user.
Design the visual and functional elements of the test, estimate the benefits (revenue, completion rates, retention) and understand how long the test would need to run for based on current traffic levels to get a result that is significant with enough statistical power.
Produce an impact/effort matrix from the test ideas and prioritise the test schedule to get tests with a high estimated impact in first, realising benefits quickly.
Then set up the experiment in the A/B/n testing tool, provide Quality Assurance as to its function and design and implement any measurement required in the analytics tool.
Preview links are provided so you can see the test variants in action. Once sign-off is received the A/B test will be live.
Monitor the test progress over a defined period.
Once a statistically significant result has been found, or after an agreed time period, we’ll provide a full report of the outcome and which version was the ‘winner’.
We’ll then help you and your development team with implementing any of the required changes that saw an uplift in performance.
Repeat with any new insight we’ve uncovered. A continuous Test and Learn process on a journey to your best digital performance.