Conversion Rate Optimization, also commonly referred as CRO in short, is basically the exercise of increasing sales and prospective leads from any site. The additional advantage is that it can be done without increasing the percentage of website visitors. By improving or by enhancing the website conversion rate, there is a scope to get more visitors for included activity on the site. CRO helps in attracting more clicks to your home page or website without additional consumption. This is an introductory study notes that covers the fundamentals of Conversion Rate Optimization and how to deal with its different components and sub-components.
This study notes is prepared for those professionals who try to learn the fundamentals as well as the refinements of CRO and implement it in practice. Conversion Rate Optimization is a system, which helps in increasing the percentage or the number of visitors on a website that further get converted into buyers/clients. In simpler terms, to make them take any ideal action on that specific site page.
This study notes is proposed to make you comfortable in getting started with the basics of Conversion Rate Optimization and its different functions.
It is a foundational study notes for the learners and they can easily understand the concepts explained here with basic knowledge of how a company or website deals with its conversion rate and how to further optimize it. However, it will help the learners, if they have some prior exposure to site handling along with some knowledge on conducting surveys and any other marketing and strategy techniques.
Conversion Rate Optimization (CRO) is a cycle of analyzing the data, statistics and site insights to improve the performance. Just expressing, it is expanding the percentage of converted visitors on your website.
You need to figure out the potential in your site. Search for what clients are looking for and how you can fulfill their need to the fullest.
There are many reasons why Conversion Rate Optimization should be your top priority. Some of them are explained here −
Free customers − It draws your customers free of cost. You don't need to spend so much on advertising like AdWords. Cost per click is rising with a steep rise in the cut-throat competition in each zone. Marketing channels like AdWords influence away your budget quickly.
Winner take it all − To compete with your customer, you don’t need to endeavor hard. You just need to perform better than them. Conversion rate optimization lets you understand your brighter side.
Assist you financially − An increase in conversion rate adds up to 10% increment in benefit and that too with no additional spending.
No scope of loss − Conversion rate optimization gives you no loss. You can attempt it without issues.
Robust business − With CRO you can spend more on other advertising channels. This makes your business stand out. It helps you get ahead in competition.
Customers’ short attention span − With rising social media, the quantity of page views increase, however simultaneously the consumers have a short attention span that did not prevail earlier. Now when you have listed yourself, you need to differentiate to stand out. For this, you need thorough conversion rate optimization to make clients place attention on your product.
Customer ease − CRO helps you legitimize and smooth your business. It carves a clear path from the landing page to the purchase button. A client expects a purchase in a single click and easy access. It really improves the layout of your marketing store or what-so-ever you are into. CRO reduces friction and customers’ anxiety.
Immediate results − It gives you immediate results unlike search engines. You can see a higher rate of conversion. It gets your ball rolling for a long term. The main thing required here is consistency.
When it comes to tracking conversions, a few things need to be remembered. Let's elaborate it with an example. You operate a business of selling upholstery. A customer comes to you to check for the products. The shopkeeper behaves gently and he finds the product quality good as well as the price. Still the customer wants to ride the market to avail more options. The customer visits you time and again without buys.
In such cases, the businessperson or the quality or its cost could not be said responsible for no conversion. We can't predict customer behavior. However, we need to keep in mind to choose a unique customer when it comes to conversion optimization. Remember, the primary aspect should be ‘consistency’.
Conversion rate optimization is not a strategy of chances or luck. It is a process of Diagnosis, Hypothesis and Testing.
Put yourself into the customer’s cloak and look at your site minutely. Point out those issues that blocks a conversion. This is where you need to work on.
There are basically four components of CRO.
Message − What message your platform is attempting to convey should be relevant in terms of context. Your content, style option, color schemes should be appealing, informative and meaningful.
Usability − You have to make sure a customer converts without any hassle. Achieving goals should be easy and just have to be few clicks away. The layout, links and buttons should be tap-friendly and enabled.
Flow − The path to achieve goal should be easy to traverse. There should be flow in navigation and checkouts.
Context − It is about providing your client a tailored experience. Like their geography, languages, history of purchases, their device, operating systems, etc. You can offer advancements on the basis of it.
When it comes to conversion rate optimization, intuitions and gut feelings play a imperative role, but they should be put to test regularly to see the effect of the changes applied.
Conversion optimization isn't about optimizing web pages but optimizing choices. You need to choose well what may help the clients to convert.
Reduce form fields − Eliminate unnecessary fields. Clients usually get irritated on filling lengthy sign-up pages. Decide 2-3 things you need them to fill.
Shining Call-to-action button − Make your CTA button visible and in-focus. Generally, people tend to look at the form page in the F-style. Initially, the upper slot of the page, then smaller strip of ‘F’ (beneath the top slot in the right corner) then the left sidebar. Keep it in the first fold of the page. Test your Call-to-action buttons on various areas. Use contrasting colors, for example, a red CTA button on a white background.
Delete automatic sliders − Automatic sliders tends to force the user to look at a particular section of the site which may not be appealing to all. This may decrease conversions at large.
Try adding videos − Videos attract customers at large. Make sure to keep it short but informative and sweet.
Work on your headlines − Titles ought to be specially worked upon. Attractive titles compel users to see what you have to offer.
Add urgency creating keywords − Give your users a reason to purchase. Add keywords like ‘free for limited period’ or ‘last two items left’. They should feel the need to have it urgently.
Handy contacts − Display contact details on the front page itself. This encourages the customer to ask for help when they are unable to follow you on the landing page.
Add testimonials − Add real testimonials with names and pictures of your clients. This builds trust.
Add your badges − Adding awards make you honored and esteemed. They are mouth advertising for you.
Add security seals − Security seals assure the clients of security of their payment details, etc. This confirmation may increase your sales by 15%.
Speaking Pictures − Add clear and important Pictures possibly clicked on a white background. Pictures add meaning to content and make it catchy.
Add Live Chat − Live chat is a beneficial feature. Chat support gives a high boost to transformation. It encourages confused customers to convert problem-free.
The above mentioned pointers increase the conversion rate to an extent by creating relevancy, clarity, distraction-free site, lessening customer’s stress. When these factors are taken care of, conversion rate is probably going to improve.
Data Gathering is a cycle of collecting and measuring information on any particular variable dependent on interest in a strategic way. This empowers us to draw some conclusions on the basis of relevancy, carry hypothesis testing and conclude any result.
Data is commonly collected in various ways, some of which are −
Surveys − A survey is a research technique for gathering information from a selected group of people sharing similar attributes using standardized questionnaires or interviews or phone calls.
Interviews − In interviews, information is gathered through inquiries and recordings carried by enumerators. It encourages in-depth information about perceptions, insights, beliefs and experiences. They might be structured or unstructured.
Heatmaps − A Heatmap breaks down or segregates Big Data to give you a segment that is significant for you. A Heatmap features the underused areas to help you learn how to provide a tailored layout to your visitors.
User Testing − It assists to record real users finishing different tasks. We can get a clear idea about users’ understanding and the capacity to perform on your site.
Workshop − A Workshop helps one to gain understanding of the user behavior and business understanding from each other’s point of view. It can help you in formulating USPs, learn the lagging factors and what you can offer to overcome them.
Analytics − It helps you realize how a client is engaging with your site. You can learn what deters your customers by studying abandoning forms.
No matter what the quality of your product/service is, it won’t capture the market except buyers don’t believe in it. To persuade them you need to know what they are into. You have to figure out what your clients need.
Communicators who understand their audience achieve the most! Yes, it is true. You need to recognize your audience and analyze them. Audience are commonly composed of people with different perceptions. Sometimes you are familiar with your audience, other times you may not. When your Audience is not familiar you should make a separate list of them. Put yourself in their perspective. This way you can gain insight of what they want. The best thing you can do to them is improve your communication.
Audience research is any communication research carried out on a particular segment of people to formulate any conclusion on the basis of their attribute, knowledge, interest, perception, etc. The point of doing this is to get better insights of the target audience.
There are several categories in which your audience fits into. This might be on the basis of income, profession, sex, age, etc.
There are different techniques to know your customers −
Surveys/Questionnaires − It is moderately an easy and accurate method that gives you quantitative results that are easy to measure and analyze. You can make them and distribute via newsletters, e-mails, social posts, etc., or advertise on online tools, like survey monkey, etc.
Interviews − An interview is a face-to-face discussion. You can communicate with customers directly to gather information. It can be conducted in person, on phone, online, etc.
Focus Groups − Here a researcher asks a group of relevant people questions. These questions are debated upon and a final conclusion is detailed.
Observation − Here a researcher observes the clients and pin data about them on the basis of observation.
All the above-mentioned techniques work for sure but be aware of the ethical implications upon them.
Audience segmentation is separating your customers into groups on the basis of certain characteristics. Site visitors have variable needs and perception. You need a website that serves all. For this, visitor segmentation is useful.
You can do this in different manners, some of which are −
New and Repeating Visitors − You can offer a beginners manual to new visitors and different and detailed page to recurring ones.
Source of origin − You may segment them according to the source that landed on your page from. Like, through PPC, SERP, social sites, etc.
Geography − You may target clients from a particular place. This comes useful for ecommerce sections or service based like cab booking service, etc.
Behavioral Targeting − This is worth segmenting particularly for ecommerce. For example, if a particular product was more searched by men in this time slot. You may offer discount on another similar time slot.
Conversion Basis − You may follow what channel gives you the maximum conversion. Like, do Facebook ads bring you more conversion or AdWords?
You have to figure out what achievement is to you. In other words, you need to discover what are your goals. A goal is a metric to find out whether your site is helping your business in returning profit. Goals can be also termed as −
Most of the business people don’t know what is their ultimate goal. Regularly we see webpages cluttered with lot of unwanted information or with less information. If you are an ecommerce company your goals should be ‘Cart’, ‘Purchase’, ‘Product Sale’, ‘Average Order Value’, etc. If you are in B2B, then quotes, phone calls, enquiries must be your objective.
When designing a website, really make it clear what business needs from this site - leads? or Cart? or something else? Once you are sure of your goals, you can create an ongoing series of experiments to reach those goals.
To identify your goals, follow a mantra. Discover your ‘Marketing Goals’, then make sure that your ‘Business Goals’ must follow those marketing goals. Indirectly, you will be able to set your ‘Conversion Optimization Goal’. Your business goal is how to make money and so is your conversion goal. If social media shares or gives you direct sales, you must optimize them rather than applying efforts on reducing the bounce rates, which isn't affecting your business that much.
When enhancing your website design for goal capturing, your booking or purchasing a widget should be clear and in focus.
Macro conversions are those events that actually describe goal completion. Some of which are following −
Micro conversions are those events that are not actually lead generated however an assisting lead that has indicated a potential to goal completion. Like −
They are not directly sale but are of great importance. They may assist you generate leads in the future. They even serve the purpose of branding your business.
Goal measurement is utilized for understanding how successful our plans (different goals) are. In B2B, calls and quotes work well, in ecommerce the average order value is required. But side goals like read articles, sign-ups also assist in goal completion.
To measure goals, make an ordered list, listing goals priority-wise. Manage to finish your goals accordingly. Once you are finished making this list, set relative goal values. This brings you closer towards the optimization process. Spend more time in refining these values. Use the Analytics tool. Google analytics is the best tool to measure the goal. Google analytics assists to measure the sale of the products. With the help of ecommerce goals, we can measure the sale according to each product. We can easily measure which is the best selling product. Event tracking helps to measure the social media goals like how much goal completion via social icons.
Following are a few goals measures, which will be of great assistance in tracking.
Contact Us − Track when the clients contact you for more information or help.
Newsletter Subscriptions − Keep track of how many people are signing up for your newsletter.
View/Request Product Demo − Useful if your site sells a product.
Ecommerce Tracking − To track and get useful Ecommerce Analytics reports, we suggest using the Ecommerce Analytics functionality.
Though a lot of people know the capability of Conversion Rate Optimization, still there exists publicity and confusions about CRO.
CRO Uses Best Practices − Conversion Rate Optimization isn't simply following best practices. It is also about implementing what is a boon for your business. It is a thorough analysis based on experiences and testing. As mentioned in the previous section, a CTA (call-to-action) button in red color may not work for all.
Long Copies are not Attractive − It is never a fact. Long copies may be attractive if they are clear, succinct and engaging. It isn't always true that users don't scroll or read. Users are truly interested in information if you have authentic information for them. What is required is uncluttered and simple to navigate landing page.
The Replica of Successful Company Works − NOT ALWAYS!! Conversion rate optimization basically cleans up your website, making it cleaner. Lame keywords may bring down your conversion even if it is copied from a brand name. You need analysis, surveys and testing to improve results.
Conversion Should Only be the Targeted Metric − Getting more and more visitors to your site is extremely important. Conversion should be your objective but visitors recurring data and how frequently they visit should also be analyzed along way. This shows how profiting is your website for the users. Fostering engagement means quality and fulfilling website and business.
When optimizing for improving conversion, generally the following two methods are followed.
When implementing CRO tactics, you have a list of quick fixes like a call-to-action button color and recommendation. You rely on tips and tricks and wait for the outcome. It is as if you are applying flukes actually while implementing these tactics. The client behavior assumes a lower priority over here. You have no action plan ready. You just keep going depending on guesses and intuitions.
When making a CRO plan, you examine the insights and the numbers. then you form a hypothesis on the results concluded. You follow an actionable plan and again a test is followed. It is an unconstrained and continuous process that takes place for the improvement of your site.
Let us compare both the techniques with an example −
You added Facebook advertising as your paid marketing channel. There are a number of conversions drop with this new execution. Now if you are using tactics, you will bring up the fix list and try it out to get the things done. But when you are building a CRO plan you will certainly figure out the reason behind the drop in numbers. Are you fulfilling the need of this channel as you were doing with the past channels? How? This will be the next question. In an attempt to get an answer to this question, this is then followed by a test.
We may thus conclude that a single tweak may not fix the issues of your website. Even if you lag somewhere in your tests, you are enlightened with knowledge that helps you grow further.
Now when you know the advantages of CRO plans over CRO methodologies. Let us examine how to structure the process of CRO plan building. We have further segmented this in phases for better understanding and to make transparent the cyclical nature of optimization. You will cross each phase many times during the optimization process.
Setting Up the Preliminary Work − In this step, we choose what is to be measured and then optimize. Here we analyze the factors that drives the conversion.
You run a cosmetic beauty clinic, and you have a site that permits ten minutes of free consultation. This is what you will be counting on. You will go thinking what converted visitors, testimonials, pictures of happy clients, quality links, all of this or something not indicated here.
You can measure all of these separately to discover what is working for you. Say for example, it is a testimonial of a satisfied client. Now you may increase the number of testimonials.
Fixing a Baseline − When you are finished with deciding your potential metrics and user inputs. You will start working, using that information. This beginning point is your baseline. You should know where and when to start from.
To conclude whether the optimization process is yielding results you have to know and measure numbers thoroughly. You will be requiring them to compare in future.
In steps you will be analyzing hurdles and troubles. See whether your numbers change in positive manner? Do things get better or further worsen?
Prepare Testable Hypotheses − This phase absolutely depends on the baseline we have laid. Spot your major hassles as well as the hurdles you come across. Once you have identified, investigate and test.
Let’s say, you got to know your bounce rate is expanding. You may carry an on-page survey that asks people to report what they were into? What made them quit? You can use tools to see where on your page they click most.
You can then use this data to put up a hypothesis test on what makes the client quit. Come up with an answer and a solution to it. Like an improved version of the landing page.
Plot Your Tests − This is where you need to be totally systematic. Keep records in written form and well-checked. Figure out your priorities and biggest issues. What is complicating and hindering the conversion. Why users are not clicking your call-to-action button even when it is in the first fold and featured in red.
Here you can also carry out the A/B split testing. What percentage of improved bounce rate may get you to break-even?
You get to know that the site has enormous traffic from the social media and external links. But traffic is swaying because you have not clearly mentioned your set of services and how to contact you. Here you may get to your home page with a changed design that clearly states what you have to offer. Also you can place your contact and location.
Add a page with a banner reading Planning to replenish your skin? It may help. Look at the free 10-minute consultation. Place this on your contact page.
Run Your Test − Once you have implemented these changes. You will be running tests by calculating the fluctuation in the numbers when compared with your baseline. These numbers will tell you what you have accomplished.
If you get more conversions − Get on to the following metric and re-test to make it something perfect.
If you get lesser conversions − Go back to Phase 4. Experience your figures once more, implement new tests, and keep going…
You need tools to measure actionable measurements to make sure you are extracting the most out of traffic.
This is a software that permits us to track and report the ongoing day-to-day activities on the site. Google Analytics, KISSMetrics have advanced analysis tools like knowing the bounce and exit rate, audience segmentation, conversion tracking, and so on.
It is useful even where analytics fail. For instance, it gives us direct experiences from the users. The user’s feedback is the most valuable tool an optimizer can have.
By utilizing softwares like Optimizely and Heatmaps, you will become to know how the visitors are interacting with your landing page. You can test the potential areas of your page and can grow further to hold your clients.
It is best applied when you are unsure among two or more results. A tool like A/Bingo is a Ruby-on-rails plugin that does A/B testing. You can measure test, events, or show differences.
It encourages you to perform a site speed test. Lesser loading time is crucial to keep clients on your website. A WebPage test gives you a detailed and structured report of your site speed and suggestions to improve it.
The market is quickly evolving and has evolved with so many conversion tracking tools that are useful in measuring conversion in some or the other way.
User experience is a visitor’s attitude towards your site. It shows the user involvement and attitude about using a particular product or page. To convert in maximum numbers, you have to set a commendable user experience. This can be accomplished simply by providing the users with their exact need without hassle and within 2-3 clicks. They should not have to navigate pages in search of an actionable button. It is compactly how your site looks, its loading time, is it easy to navigate and how less the hassle a visitor encounters while investigating it.
User experience is of far more significance to channel optimization. When visitors keep visiting, they perform the assignment and keep moving through the channel.
Funnels/channels are fundamentally the number of steps a consumer takes after landing on a website till reaching the optimum conversion level. You should decrease the number of steps to get great outcomes.
For an ecommerce organization funnels might be in any of the following segments −
So from the above funnels, we can discover the user experience data. Let us play with the numbers.
Following data are dummy numbers obtained from an Analytics tool −
From the above data, we can conclude that from the Category Pages, users don’t go to the product page. Leave rate from category pages is exceptionally high.
Why the exit rate is so high?
Now here comes the need to optimize our category pages. Is there any issue with the design? All the products are tagged with category pages or no? May be the category pages doesn't have the content that’s why the people take an exit from the category pages.
In the same example, if we have the following data for a site.
From the above example, we can see that the issue is with cart pages. So we need to check why people are not adding the product to cart? Is there any problem with the cart button? Or is there any problem with the design of the cart page? Is the cart button easily viewable? So make sense of the issue with the data. This kind of a research is called the funnel optimization technique.
If we optimized our funnel, then we can enhance the user experience on our website. When carrying out a funnel optimization we indirectly improve user experience. It is briefly explained in the following points −
We keep a check on vague clicks, inappropriate page navigation, breadcrumbs setting, page load time that compel the user to exit. Working on these factors means you are reducing friction.
Funnel optimization reduces visitor’s doubts and hesitation.
In this section, we will talk about in detail what a landing page is, what are its uses and also how to create one.
A Landing page is any page where a visitor lands when guided through any channel. For instance, an individual after clicking a paid advertisement arrives on a page. That is a landing page. It is an entry point of any website, irrespective of the category it belongs to. When advertising a specific campaign, we need to create a well laid, dedicated landing page. It encourages us in conversion and to engage your potential buyers before converting.
Most of the people mistake the Homepage as a landing page. The Homepage is designed to give a general structure of your business. It is loaded with pictures and links endorsing your brand and guiding you to internal pages. It is basically meant to traverse. For a specific purpose, separate landing pages are made.
Landing pages are basically of the following two types −
Lead generation pages are planned with a lead generation form. When a user lands on this page then the first call to action for the user is to fill the lead form.
Click through landing pages are utilized in any of the ecommerce organizations. A user lands on a product page but that page doesn't finish the goal. The user needs to go to the payment page for finishing the goal.
We wish to convert the user once he arrives on our page. However it doesn’t happen all the time, rather I would say maximum number of times. They don’t purchase in one attempt and without investigating different websites of the same product. Landing pages are desired here. You have to access the visitor’s contact details and adding them to your sale funnel pipe. Once you have the visitor’s details you may send him e-letters, brochures, great deals, etc. to foster sale. Having more landing pages increases your sale by 50%.
While creating landing pages keep yourself in the customer’s perspective. Know your business goals, your audience and their needs. How they may respond to your page. Set the actionables accordingly. Lay it in a format which is hassle-free for a client to navigate. Make it compelling, attractive, informative and easy to read. Use quality content targeted with primary keywords.
Landing Page Tips −
The Search Engine Optimization of the page should be done in a proper way. The title tag as well as the whole content should be optimized with keywords. There should also be back linking, internal linking of the page for better outcomes. Another way is also to optimize the Heading tags.
The design plays an significant role in the landing page. Appropriate competitor’s research should be done. Call-to-action button should be placed in the first fold. If any landing page has a form, then the form should be placed in the first fold itself.
When you are confused with two unique designs for a landing page which one you have to choose. Try the A/B Testing as it will help in resolving your concern and open a new opportunity for improvement of the landing page.
Optimize the existing fields of a landing page. If a form has a lot of fields then first optimize that form. Remove the unnecessary fields from the form. Make the form straightforward and easy to read, so that form finish rate may be higher.
Optimize call-to-action button by the button size, text on the button, color of the button or placement of the button. If we improve these things for the call to action button, then the conversion rate ought to be improved.
Avoid the following −
Keep analyzing the data. This will inform know if it is optimized or not. If your numbers improve, you are on the successful way to optimization. If they do not, then focus again. Re-review all the steps to discover the issue and try fixing them up.
Often encountered in spite of all efforts the visitors come and go without returning back? Yes, it happens a lot. Even after offering millions of pages to them they don't stay for long, it is expected to change this trend for better.
It is a metric that represents the number of the visitors who visit your site and then quit instead of continuing to view other pages inside your website. They just traversed a single page for a limited capacity to focus.
It might happen owing to the following reasons −
Single Page Site − Your site has no other page to visit.
Slow Page Load Time − people tend to give up if the site doesn't load in 4 seconds.
Bombarding Visitors with Offers − Lot of induced banners and intrusive advertisement force the users to leave the page. Such sites are even lesser trustworthy.
Irrelevant Content − When a user doesn't see what he is searching for, he will quit in seconds. Additionally the content should use proper grammar and easy to understand literature.
Long Fill-up Forms − It is a nasty thing to keep filling the forms. The longer is the form, the more the users sway. Asking for too much information is rarely entertained.
Design of the Page − A messy page with lot of pictures and banners with unclear text do not hold the visitor for long.
Through continuous efforts, strategic approach and a few best practices may help you in reducing the bounce rate.
Set Realistic Expectation. Unrealistic objectives will only demotivate you.
Checkout benchmark averages for bounce rates −
Attract Relevant Traffic − Use focused keywords that matches with your content. Swarming irrelevant traffic will only bounce. It will serve no purpose.
Make Multiple landing pages targeted with specific keywords. Write attractive and useful meta description.
Improve Usability − Make utilization of readable and grammatically correct text. Use white background, proper fonts. Make your headlines shine boldly. Utilize clear headings and subheadings.
Well-Organized Layout − Create a site that is easy to navigate. Make it basic and easy to navigate the design of the page. Do not put too many call-to-action buttons in the first page itself. Too many call-to-action buttons is the reason for high bounce rate.
Page Load-Time − Improve the page speed score of the site. Avoid using self-loading multimedia content. Set external links to open in new tab. This will assist you to improve bounce rate and traffic also.
Avoid distracting pop ups in the site − All intrusive advertisements should also be gotten rid of. You may entertain static advertisements and place them onto the sides.
The exit rate is the percentage of people who were the last in the session i.e. who left your site from that page. It may or may not be one page in a session. If it isn't the one page in the session, it means that the visitor may have landed from another page and exited from this page.
To analyze the exit rate you need to check your funnel. Track who are the clients leaving your page. Discover what type of customers may get you maximum conversion.
Work to optimize that segment. When you are finished optimizing traffic, optimize pages of your site.
Following are the approaches to reduce the exit rate.
Create exit surveys − Exit surveys can save you more than 15 percent visitors. It is loaded with essential information about the visitors’ satisfaction level at your website. You can hold your customers here and give them exclusive offers to lure them to convert.
Trigger exit pop-ups with a alternate persuasive message − Pop-Ups with messages can direct them to some similar products.
Optimize Call-to-action button − We have to check on the page if the call-to-action button is hard to find for the users. If call-to-action button is not visible to the users, then the exit rate can go high. Attempt to place call-to-action button in the first fold of the page itself.
Do A/B Testing − A/B Testing is almost a perfect solution for any dilemma. If we talk about exit rate, it works tremendously well. To make your test result clear, you have to incorporate both testing measures, i.e. quantitative and the qualitative analysis of your site.
The second best practice is begin testing from the bottom part of the channel and keep testing towards the upper levels.
Undoubtedly, higher conversions or increase in sale means your testing was successful; decreasing leads means you’ve failed, though not miserably, because it was just a test.
In this section, we will talk about to do CRO testing and optimization. We will also discuss the different channel stages and how to create tables.
For testing and optimization, we need to first decide where to test and how to organize our goals and then optimize them accordingly. Your testing should revolve around customer centric perspective. Fetch the data for a site to optimize it. Build a complete stack of information for the optimization process. Then redesign the website with a structured and systematic approach by keeping us well informed by data experiences. Set objectives and KPIs.
Testing opportunities should be prioritized according to the values. We may not tackle all the values at once. Consequently we need to set our priorities keeping in mind the gaps on Real Data and the time taken to achieve a result.
When talking about funnel stages, there are commonly three falls to clear a funnel. The persuasive stage, informational and transactional stages with persuasion being the first one then followed by the other two.
Persuasion Stage − This is the entry point of your client. It might be a Landing page or other pages. Here you need to make sure it makes the visitor feel he is on the correct platform. It should scream you have almost everything he is searching for.
Informational Stage − It is here you need to give a solution to visitors’ queries. Once the visitor is satisfied, he jumps to actionable buttons.
Transactional Stage − Once the clients decide to convert, he moves to this stage. It is just a step back towards the GOAL. This stage usually includes a conversion form. Optimizing transaction stage means touching up the form, reducing or adding tabs, making interactions and anxiety free buying or converting.
Now which step should optimize initially is totally up to you. It hardly makes a difference provided it is done keenly and with a client-centric approach.
Potential pages are the first prioritization pages. Although each page has a scope to improve, potential pages are pages of utmost importance to you. As you cannot test all the pages in one go, you need to organize your potential pages separately. Take help from web analytics, statistics and you can mix it with instinct.
Let us elaborate it a little more. For example, if you are an ecommerce organization, the cart abandonment is your major concern. Analytics reports cannot justify the exact reasons like late shipping. To handle this problem you need to go through product pages, category pages, headers footers, etc.
Tip − Look for problem indicators. In this situation look for high exit rate. Gather the data, use it as an input and get a closer view of problem identifiers.
Importance pages are the pages with most traffic. They have to optimize in order to relish the streaming traffic converting to goal. Here you can run experiments. An experiment here is rewarding as your test gets finished in a short span giving you a boost to work more. These pages are ideal to put your message, your keypoints. Make sure when you are analyzing traffic swarming pages, you are counting unique pageviews in order to avoid duplication.
Your top landing pages are certainly your important pages. Optimize them so that they look appealing, eye catching and engaging.
Let us characterize it minutely. When you are able to get the same conversion rate from two events, the one consuming lesser time and implementation efforts are called as ease pages. If you apply the same kind of efforts only on these ease pages you are indirectly multiplying your conversions.
Once you are finished accumulating the information about potential, importance and ease pages, you may club them into a pie opportunity table.
Fetching the statistics from all three pages, you can make a table to list the priority. Let us expect that you are an ecommerce company. The home page, category page, product, cart, wish list, etc. are in your focus to be optimized. The following data is taken randomly to make you understand the priority.
|Product Payment page||8||10||5||7.7|
From the above table you can easily find what is the priority. Remember that there are no standard rules to prioritize. They are unique for each business.
In this segment, we will examine the definition of what Test Hypothesis in CRO means. The dictionary meaning of hypothesis is “A tentative assumption made in order to draw out and test its logical or empirical consequences.” It is an assumption on which your test variants depend on. Hypothesis is the question you ask your visitors while testing. It characterizes why the problem occurs.
Once you have gathered enough data about what is hindering your conversions, you have your ‘negatives’ in hand. Now you have to flip these cons into pros. Question arises, How???? Start with confining what to keep and what to discard.
Once you are finished collecting the insights for low conversion rate, you aim to conclude attributes to be changed in order to improve conversions. To do this, first list the following three things −
Say, changing a to b will get you c.
Making a testable and good hypothesis is crucial in conversion rate optimization. Else, you will be testing Random data without a focus, that will leave you trying in vain.
Once you have the hypothesis, you havde to test it. This will let you know, whether it gives you the desired conversion or not.
To get great outcomes, you should consider the following four crucial factors.
These are −
Aside from the above factors, Hindrance, disturbance, distraction and anxiety reverses the rate of optimization.
Is your Hypothesis test correct? To know it, kindly try and check the following pointers −
The test-hypothesis is revolved around the following three things −
Once you are finished writing hypothesis, test it and find solutions for your questions. Derive a conclusion. This conclusion takes you to experiment designing. See the outcomes, if it comes out positive, you have achieved what you were anticipating. Keep repeating for better outcomes. If the outcomes is negative research again.
In this part, we will discuss about the settings which are needed for testing in CRO.
Any website testing is not a complex process. It is essentially creating different versions of your site pages. Show them to your visitors and track which one gives you better outcomes. Presenting your audience with the desired page gives you massive gains. To get your test running, you need a testing tool that will drop cookies on your visitors machine. These cookies let you trace what percentage of visitors take action and on which variant of your site page.
There are various types of tests you can run. All are suited for a particular purpose. Though you can run different tests on one problem, duplication is more likely. Here we’ll be discussing four major tests.
A/B Testing − It is normally used with two or more variants. We compare two variations to see which one is performing better. Here, two webpages are shown to same visitors and a trace is to be measured about which one gives more conversion. A/B Testing when done consistently can make a huge difference in conversion rates.
All you need is to do controlled tests and gather empirical data. Almost anything can be tested utilizing A/B Testing methods, headlines, testimonials, actionables, call-to-action buttons, images, links, etc. It needs patience and time, yet it yields fruitful outcomes.
MVT Testing (Multivariate Testing) − It is a method to draw the best out of combinations of ‘changeables’ to determine which one performs better. Let us explain it further in detail.
When you are performing an MVT test, you test combinations of components inside one wwebsite page to see how they interact with one another and which combination is best suited for a better user experience. Whereas in A/B Testing you test them on various website pages.
Split Path Testing − It splits the traffic into various linear paths containing multiple webpages. Instead of showing variations within or out of a single webpage, it shows various paths.
For example, if you are an ecommerce company and you are optimizing conversions using this strategy you may follow a six step check-out process or four steps or just three.
Using this split-path testing, you test which among the three gives a desired conversion result. It can be considered while testing checkout paths, multi-page forms, and product recommendation tab. Split-path testing may not be an easy job because you are testing paths consisting of various pages. The threat that occurs is people do not tend to surf in a linear way. The site navigation isn't always linear. This may hamper your optimization results.
Besides these flaws, it is an imaginative test that raises an opportunity for higher lift in conversion numbers.
Site-wide Testing − This is a special testing that proves to be useful while testing the plan and the layout elements throughout the website. It is usually done to test the product description page. You may test by swapping columns left and right. You may change the placement of image, where the product description would stay, etc.
You need to modify all the wizards to be changed throughout the site. Site-wide test is best when you want to attempt a different order of links in your navigation or new product detail page layout throughout the site. The outcomes would definitely be immense if done systematically and you will be able to maintain the consistency of visitors on your site.
The market is flooded with different testing tools. You need to pick the best ones which are reasonable for your business. Keep in mind the technology and features of those tools. The cost is to be decided by you totally and of course it should be flexible enough to adapt to various testable variants.
The following tools and more if utilized with right strategy, will lead you far beyond conversion goals and maximize ROI (Return On Investment).
A/B Testing lets you test various variants of your site page. You can figure out which is better when it comes to user experience. It sounds simple but it certainly drives you beyond conversion objectives and maximizes the ROI.
Some of these A/B Testing tools are as follows −
It is a great tool to provide you Analytics track and reports on day-to-day happening details of your site. Analytics tools like Google Analytics, kissmetrics, Mixpanel, etc. advise you about traffic sources, user behavior, bounce and exit rates, cohort analysis, goal tracking, best performing keywords, segmentation, etc. It lets you track minute things, which were going unnoticed making things simpler for you. You can decide what to keep and what to delete.
Though most people feel Google Analytics is sufficient. Yet there are plenty to save your business. Some of these are −
Analytics masters giving insights however users can themselves assist you with their requirements. Surveys are best tools to know a user’s need and their experience. Feedback is immensely important to work for the advancement of your product.
Though open-ended questions are the basic means of carrying user surveys, you can also attempt your luck by A/B Split Testing that can be done by running page level survey on the main and test pages.
You can conduct surveys by utilizing any one of the following tools −
There are times when users can't evaluate their problem. User testing softwares are the answer to this issue. They educate you how the user interacts with your site.
You have to figure-out what is appealing to users, where they click, what they look at?
For this HeatMapping and trackClick Density performs very well. They help you in articulating hypothesis for testing. Apart from these two, you can also utilize the following tools for testing
These tools permit you to wireframe your website. You can create diagrams, flowchart, sitemap, etc. for a clear picture of the website and to discover out the trouble spots.
In this section, we will be discussing on how to measure the results and simplify statistics of the testing done on the site.
Researchers may or may not understand statistics. But, A/B Testing tool proves to be a savior by simplifying those statistics. So a lot of calculation can be avoided. Most of the testing tools are consistent in utilizing a 95% criteria as a successful goal completion.
That means out of 10 you are a winner by 9. Let us take an example. Your testing tool report is as per the following −
This report predicts a more or less .20% conversion rate variance at the 95% interval. Statistically, the objective range is between 1.76 and 2.06.
While planning a test I keep two objectives in mind. First, is boosting revenue and the other is getting insights about what prompted a higher ROI.
For instance, in a case study we get diverting traffic to product page rather than category page or homepage improves conversion rates or not. We took three variations, in one we coordinated traffic on the homepage loaded with categories and subcategories directing further to the product page. In the second, we directed traffic to category page adding filters. In the third, we directed it directly on the product detail page with buy button.
To my surprise, the third variation won. This is just the information required by a buyer about the product. This lets us figure how conversion rate lift and continuous improvements can make us develop our leads.
Undoubtedly, including many variations and insights over tests gave us the website redesign.
Let me clear it out. NOT ALL TESTS WIN. Yes, it is painful yet true.
There are tests that gives you results in flying colors. There are others that after so many tries too would be without an outcome. But if you plan a test with an insight driving segmentation, you can have a new hypothesis to be tested on. Not all test helps you to improve revenue.
Take an example to understand. There are three campaigns with various conversion rates.
Anyone will blindly say ‘Campaign B’ is a super performer. But let us dig some more.
See closely, ‘Campaign B’ is too small to be statistically significant. Campaign B with 1 transaction with one visit will give 100 percent conversion rate. ‘Campaign A’ performs over ‘Campaign C’. While concluding results, there are several factors that need to be looked at and it may differ every time. It is you who need to look at all insights and decide the outcomes.
Being a advertising champion, needs a well-laid strategy, planned tests, great gut feeling, calculations and lot of efforts put in the correct direction.
Following are some pointers which will be useful in turning a successful optimizer.
Learn from your mentors. See how they are incentivized. How they reached their objectives.
Hypothesize first and then test.
Test on qualitative data.
Learn from real customers. Record their feedback. What is disappointing about your product. Learn from case studies. Hire a professional, probably a consultant, who can assist you make better choices.
Involve other departments of your organization. Keep in mind, as many people as many brains. All others can help in your test.
The primary result should be revenue not just increase in numbers.
Be a leader. Learn more. Develop your organizations.
Don't give up and don't get agitated over non-resulting tests as I previously said not all tests win. Don’t get disappointed. Attempt again with new information.
Optimization is strategic and cyclical, however there is always a room for improvement. You are never done testing. Intuition and gut feeling works but till a limit. Testing with zeal and plan will surely yield good results. Conversion optimization sets the ball rolling by acquiring more customers in a shorter span of time without spending on marketing.
You are a conversion rate optimization expert now. You have tools to argue your case and information to go right.