Conversion Rate Optimisation (CRO)
Knowledge is power. So, understand what makes your customers tick. Know how to get them sliding along your sales funnel. Be a marketing hero.
We’re irrational beings.
We defy logic a little too often. We behave in strange ways that aren’t always predictable, and it’s the same for when anyone lands on your website. Users don’t always click where you want them to. They don’t follow your instructions. They don’t see that epic product tucked behind your sexy landing page. It can be frustrating.
You might have a website that has plenty of swagger and style, and you might have jaw-dropping images. But what if people can’t find what they’re looking for?
Or let’s assume you’ve got an all-out marketing campaign that’s dumped a megaton of users on your site. What if they bounce right off? Maybe you’ve got an e-commerce site, and your boss has told you that your sales target has to increase by another 10%, so the company hits target. You want that pay rise. You want that bonus. You need to get your site on fire.
Would it be cool if we had a bunch of tools that ensured the rest of your marketing activities weren’t for nothing? Tools that can monitor people. Understand their behaviour. And tweak your website regularly so that all the lines go up, the arrows go green, and your boss thinks you’re a legend.
That’s where Conversion Rate Optimisation (CRO) comes in.
What is CONVERSION RATE OPTIMISATION
The best sports teams in the world use the theory of marginal gains. By making lots of small improvements, the overall enhancements make a team epic. Winners. And it’s the same with CRO. Our tools track your customers when they’re all over your website. Something spooks them, and they leave? We’ll nail the cause. By split-testing any changes, we’ll be able actually to bring logic to the table. What changes work, what call-to-action (CTA) gets your customers piling into your checkout? Test some variants, and place the winning result live. Whether it’s A/B testing or multivariate testing, the idea is that an improvement to the site is a considered one. Guess what? This the most trackable form of digital marketing available.
USER JOURNEY ANALYSIS
Everyone’s got a little bit of the voyeur inside of them – especially when it comes to their website. We want to know what people are up to, right? With heatmapping software, we’ll be able to see where customers engage most with your website. What they find most interesting. Where they’re not interested. Customer journey tracking allows us to find the best routes to conversion. Is there a quicker way to the checkout? Can that contact form be made more accessible to find? Can things be less annoying? There’s plenty we can do to streamline a customer journey or improve conversion rates. We’ll also provide full goal tracking analysis to ensure all conversion points on the website are tracked. What’s not to love?
All good things start with a plan. But a good plan starts with research – because we’re not just throwing stuff at a wall to see what sticks. We use both qualitative and quantitative research that builds on data from the User Journey Analysis stage. Then we throw in Google Analytics and website data to identify key audiences, devices and channels on which to test. Then the Testing Phase begins, each experiment cooked up by our in-house experts in line with your current website – and making sure any change can be executed in real life. That’s the implementation phase, where winning versions from tests then get rolled out onto your site, whether that’s by our devs or your team.
Split-testing shakes-up your website. A/B testing compares one version of a landing page to another, whether you’re interested in conversion rate, bounce rate or whatever. Multivariate testing is a nerdfest that allows you to test all variations of a new landing page. Test your original with a new CTA or image versus another with a new CTA, but the same image. You’ll nail exactly what helps to smash your goals. And split-testing is a continuous process. You’ll never be done. There’s always something to try out to get your site sizzling. Oh, and the coolest thing? It means you can handle the HIPPO (the Highest Paid Person’s Opinion). Someone way more senior than you want to put something on your site? You’ll be able to properly test what they want, just in case it’s a terrible idea…