One way to think of the conversion process is in terms of a ‘funnel’, with potential customers being moved on through the sales process in a way that presents them with less and less navigation choices at each step. Creating an optimised ‘conversion funnel’ typically involves first paying close attention to the CTR (Click Through Rate) and other key metrics of any
paid advertising campaigns in order to optimise their costs and performance. Once users reach the website itself, the process of on-site conversion optimization can begin.
A common goal in online marketing is to motivate website visitors to act in response to a ‘call to action’ such as a ‘call now’ button. The CRO process will assess how effective the current page design is at generating phone calls from visitors, setting an initial baseline ‘Conversion Rate’ upon which to improve.
The optimisation team can then use their combined experience and understanding of design, selling, cognitive psychology and other areas to propose changes to elements of the page that can then be tested. Specialised software can be used to collect and understand relevant information, including eye tracking or ‘heat mapping’ software which record the physical actions and movements that each user makes as they navigate through the site.
Once a theory is created to explain why the page is underperforming, adjustments to the page design are made and a process of A/B testing will be used to determine whether the change is beneficial or not. A/B testing involves different version of a page being served to different users in order to statistically compare their performance. Once a suitable amount of data has been collected, the resulting pattern will show which of the versions of the page are more effective at converting users.
As more tests are carried out over time, a wealth of information is collected that can inform future testing and design decisions. This iterative process of improvement allows designers to better empathise with and understand their audience. With greater understanding comes the ability to provide a more useful and attractive service that produces more effective results.
Whether you need help to improve eCommerce conversion rates, to improve a
PPC conversion rate or to improve other specific conversion metrics, we can help. Our team are always ready to
consult with you to develop a strategy and can also manage an effective CRO process for your project on your behalf.
We are happy to work with your existing
design and development teams to provide analysis and suggestions for optimisation opportunities or we can take care of the practical design and implementation tasks ourselves. CRO projects can be carried out as a one-off task if needed, however, for best results it is necessary to be performed as part of an ongoing improvement process.
We know that it is essential that project stakeholders understand why certain design choices are being made, not only to build confidence in the CRO process, but to also ensure that the process benefits from their likely wealth of market insights. We therefore like to schedule in regular progress meetings to ensure that our findings are communicated and any questions we or the stakeholders may have can be addressed. Where required, we provide our CRO clients with appropriately detailed reporting on our progress and the reasoning behind any suggestions for changes to their website. We aim to be flexible and to accommodate any unique needs that our clients may have.
