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In this video, we will cover 5 things you should consider when planning your conversion rate optimization strategy.
CRO is more than A/B testing
A/B testing is just a single part of the CRO process, prior to these tests you need to establish areas of friction on the page.
• How can you resolve these issues?
• What data is there to support the issues?
• Don’t make assumptions
Check your data
With many CRO experiments judgements are made either too early or too late.
If you leave a test to run too long the data can begin to become muddled by other factors such as seasonal trends, offers, or even changes in user behavior.
If you end tests too early, you may not have a large enough sample of data to make the judgement.
For example – If you have had 10 people view your experiment and 2 convert – this may be better than the control you are experimenting against which has had thousands of views and hundreds of conversions.
Make sure you are monitoring more than one metric, don’t just focus on conversion rate, look at the number of leads, the amount of traffic and longer term look at the longer term as well in terms of the conversion. Do these leads turn into customers and deliver a return on investment?
Don’t be afraid to make radical changes
Whilst working through your data and analysis some of the suggestions may make you question how well your website is working.
But don’t be afraid to make changes that scare you, whilst you can make small and subtle changes it may have been months or years since your website was designed so trends and standards may have changed significantly.
This may lead to you having to make radical changes that look completely different to your current page. But don’t be afraid to try these just make sure the suggestions are supported by the data and don’t make any assumptions.
The user is always right
It’s easy to get caught up in the data and lose touch with the individuals behind the numbers. Remember that you’re creating an experience, dictating how someone engages with your website. A well-engineered UX can significantly increase your conversion rates.
As often as possible, try to put yourself in the shoes of the customer. Some ideas are sound in theory but less so in practice; it’s important to deliver both ease and functionality.
Understanding user intent
When looking at CRO it is easy to focus on what you want your audience to do, which is usually inquire. But you do have to establish if that user is at the right stage to put through this inquiry otherwise it is not a quality lead.
• Are they just researching?
• Is this even the right decision maker?
• Are they at the consideration phase?
By establishing these points, you will be able to change what the goal of the information is and then adjust your strategy to match that.
If they are not the decision maker then you will want to give them more information that they can take to the decision maker, is there a pdf download that can add value and build trust that you can offer them at this point?
Finally focus on the process, make sure you follow through the steps to CRO, if you deviate from this process your CRO will not be likely to bring in the results you need.
I hope you found this video helpful. Please feel free to comment below the video should you have any questions or requests for future content, and one of the team will get back to you.
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