Conversion Rate Optimization

Conversion Rate Optimization 3 minutes read

 

Conversion Rate Optimization

What Is Conversion Rate Optimization?

In it’s simplest form, CRO is the art of improving the number of visitors to your site who successfully convert via a particular action.  This could be a sale, a sign-up, a download. 

 

A thorough conversion rate optimization (CRO) audit is the first step in improving your overall CRO rate.  It will allow you to take a deep dive into your visitor’s behaviour and fix any weak spots or bottlenecks in your conversion funnels, boosting CRO and helping your business achieve.

The definition can look very different from business to business.  Some may be looking at product sales, others will define a conversion by a free trial sign up or request for a sales call. 

Define Your Conversion Goals

Clearly defining your business goals is key to your CRO success.  Vanity metrics may look impressive but won’t mean anything if you have no goals against which to measure their success.   

 

Every page, form and blog on your site should have a purpose and play its part in supporting your CRO. 

 

You might consider: 

Get To Know Your Audience 

Has your business identified it’s buyer personas? You’ll also see these referred to as customer avatars or ideal customer profiles (ICP).  They are a great way to focus all of your products, marketing and CRO efforts.  

 

Analyze Your Existing Data With Megatronn

Now that you know your ideal customer, and what you want them to do when they visit your site, it’s time to look at your website data. 

 

Megatronn analytics will be able to tell you how visitors are finding your site (organic search, social media etc.)

 

What are your visitors doing on your site instead of converting? Are they visiting multiple pages, clicking off the site straight away or searching? 

 

Use your web data and perhaps a heatmap tool to help you see exactly what your visitors are doing.

 

Evaluate Your Website & Assets

As we mentioned earlier, every page, blog post, form and download need to push your visitors towards a particular action.  Start with your landing pages and blog posts. 

 

Landing pages should include: 

 

 

Blog posts 

 

Test Your Site

It might sound very basic, but it’s amazing how often this is overlooked.  Comb through your site and check/test the following: 

 

Analyze Your Site Design & UX

Your site might look pretty, but if it’s not working to help your CRO then it’s not doing its job.  A major part of your CRO audit will involve analyzing your site layout and design in order to test what works (and what doesn’t).

 

Pay particular attention to your CTAs, if they just are converting, look at where they are placed on the page, how big they are and what colours you are using.  It can be easy for them to get lost on a crowded page. 

 

If you run an e-commerce site, then you’ll be no stranger to the abandoned shopping cart.  Analyze your site from the point of view of a customer, see where things are getting bottlenecked or where the UX isn’t particularly good.  Use your analytics data to identify if people are just adding items to their cart as part of their browsing, or are they beginning the checkout process and abandoning it partway through.  If they are, this points to a bigger problem or frustration with the check out process. 

 

GOAL: To Reduce Visitor Road Blocks & Increase Website Conversions

Strategy: Use Deep Analytics Data To Analyze Visitor Behavior In Hopes Of Removing Any Bottlenecking Barriers That Users May Face When On Your Site. 

With This Data We Can Data Determine Factors That Are Assisting With The Current Conversions The Website Is is Getting. We Then Can Double Down On This, While Finding And Removing What Doesnt Work.

 

READY TO GET STARTED? READY TO INCREASE CONVERSIONS ON YOU SITE?

CLICK HERE TO SIGN UP FOR A FREE TRIAL NOW

Last updated on: 12 March, 2020