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.