“it’s much easier to double your business by doubling your conversion rate than by doubling your traffic”
Conversion optimisation or Conversion Rate Optimisation involves making improvements to a website with the intent to increase the proportion of visitors who make a desired action.
In the context of an e-commerce website this would ultimately involve ensuring user behaviour results in a purchase. For a services website it would involve increasing the propensity for calls, enquiries or other lower commitment actions such as e-newsletter registrations or social media followings. Ultimately, everything depends on the purpose of your website and your internal goals.
These are the types of things conversion optimisation tasks people who don’t know what they are talking about will focus on at the expense of the more powerful drivers of conversions.
Don’t get me wrong, if your website has thousands of visitors per day, experimenting with different button colours could make a small difference in your conversion rate, sure. We’ve experimented with hundreds of variables with each of our clients and found that there are three very powerful conversion optimisation elements that you first have to consider, which often get overlooked.
There are only disadvantages to CRO if you waste time and resources focusing on the wrong areas. Some of the obvious advantages are:
Best practice, quality CRO looks at multiple areas of a website. A big focus should be on creating the most effective User Interface (UI) and User Experience (UX) for the user. New design elements are introduced periodically and then tested before being followed by adjustments in a structured feedback cycle. That person overseeing the improvements has to be part marketer, part designer and part website developer. I cannot stress this enough. For good CRO you really need to understand all three disciples to a high degree.
Some online stores require specific attention to shopping carts and payment gateways in order to convert window shopping into a sale. If you want to find out a good way to do this, you don’t need a CRO agency. Simply go to Amazon or any other pure retailer and copy their checkout process.
Website data are first collected so we can identify what is working well and what could be improved. Heat mapping, user flows, exit intent surveys, and even live user observation are used to collect valuable data with which to make informed decisions.
This can include by not limited by:
A number of tools are used to benchmark and measure the differences post improvement implementation.
To do CRO properly we recommend you engage with a company over a 3-6 month period at a minimum and be prepared for change. CRO can be expensive and time consuming but the rewards can pay back any investment 5 times over.
You should know that CRO is not an overnight fix, but a long-term solution that has been proven to produce excellent results over a steady and extended period of time. We guarantee that CRO is efficient, reliable, and cost effective to adopt. Above all else, the process of CRO is guaranteed to deliver results that will deliver a maximum return from any investment in online marketing campaigns.
Due to the sensitivity, breadth of data and specificity of CRO to particular websites types, please contact us for more information should you require specific references.
If you are interested in improving leads, page clicks, and sales from your website, you owe it to yourself and your company to adopt any measure that has a chance of solidifying your presence, not only on the Internet, but throughout the international market place. CRO is a process that can deliver these results to you.