When optimizing for improving conversion, generally the following two techniques are followed.
When implementing CRO tactics, you have a list of quick fixes like a call-to-action button color and suggestion. You rely on tips and tricks and wait for the result. It is as if you are applying flukes actually while implementing these tactics. The customer behavior takes a backseat over here. You have no action plan ready. You just keep going depending on guesses and intuitions.
When making a CRO plan, you analyze 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 a spontaneous and continuous process that takes place for the betterment of your website.
Let us compare both the techniques with an example −
You added Facebook marketing as your paid marketing channel. There are a number of conversions drop with this new implementation. 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 previous 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 problems of your website. Even if you lag somewhere in your tests, you are enlightened with knowledge that helps you develop further.
Now when you know the benefits of CRO plans over CRO strategies. Let us discuss 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 decide 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 website that allows ten minutes of free consultation. This is what you will be counting on. You will go thinking what converted visitors, testimonials, images of happy customers, quality links, all of this or something not specified here.
You can measure all of these separately to find out what is working for you. Say for example, it is a testimonial of a satisfied customer. Now you may increase the number of testimonials.
Fixing a Baseline − When you are done with deciding your potential metrics and user inputs. You will begin working, using that information. This beginning point is your baseline. You should know where and when to begin from.
To conclude whether the optimization process is yielding results you need 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 totally 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 increasing. 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 user 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 completely methodical. 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 highlighted 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 website has immense 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 reach 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. Check out 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 achieved.
If you get more conversions − Get on to the next metric and re-test to make it something perfect.
If you get lesser conversions − Go back to Phase 4. Go through your figures again, implement new tests, and keep going…
You need tools to measure actionable metrics to make sure you are extracting the most out of traffic.
This is a software that allows us to track and report the ongoing day-to-day activities on the website. Google Analytics, KISSMetrics have advanced analysis tools like knowing the bounce and exit rate, audience segmentation, conversion tracking, etc.
It is helpful even where analytics fail. For instance, it gives us direct insights from the users. The user’s feedback is the most precious tool an optimizer can have.
By using softwares like Optimizely and Heatmaps, you will get to know how the visitors are interacting with your landing page. You can test the potential areas of your page and can develop further to retain your customers.
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 display differences.
It helps you to perform a website speed test. Lesser loading time is crucial to keep customers on your website. A WebPagetest provides you a detailed and structured report of your website speed and suggestions to improve it.
The market is rapidly evolving and has evolved with so many conversion tracking tools that are helpful in measuring conversion in some or the other way.