Why is CRO important?
Wikipedia can probably give the best answer to this question: “To illustrate the ‘magical maths of conversion’, an increase in conversion rate from 2% to 3% will result in sales growth of 50%. CRO is more cost-effective than other methods like Search Engine Optimization”
Here is some small advice to understand digital marketing – always compare the online shopping experience with the offline one:
Just imagine that you came to a shop and can’t see any price labels, or there is no cashier at the till, and they’ve only bothered to leave a note that says:
“Please leave your enquiry here and we will call you”
And on the opposite side of the road there is another shop with similar products and good customer service. Which would you choose? The same thing happens on the internet, except one element: it’s even easier to cross the road to another shop; it’s as simple as clicking a little “x”, and then clicking on another search result.
5 Conversion Rate Optimisation tools
What we usually use at E-Web Marketing is the combination of 5 tools.
1. Web Analytics data
Web Analytics such as Google Analytics for example is a free tool offered for all web site owners. It gathers a vast amount of useful information about how people behave on your website. Here are some of the questions you can ask with access to your own Web Analytics data (speak with one of our team if you want help setting it up!)
- Do pages with a most views optimised for conversions? If the answer is “not”, then probably you need to think about it
- Who are your website visitors? In Google analytics you can see demographics of your users: their age, gender, interests, location, Are they really your potential customers? If not, probably you are targeting wrong keywords, or targeted your website for US users instead of Australia? Or you don’t know your target audience. For example, you are expecting that your customers are serious business people above 40 years old, but your website statistics shows that your main visitors are women 25 years old. The answer here can be, that these women are secretaries of business owners and they were asked to find appropriate service, In this case, you will have to target your website design mostly to these young women instead to have more sales.
- What is workflow of your traffic on the website? To analyse it you can use Behaviour Flow. What questions you should keep in mind: is it easy for visitors to find the product they search for, or to find the contact information, or on which pages you have biggest exit rate?
- If you have set up goal flow in your Web Analytic account it will allow you to see on which stage of your conversion funnel you have more exits? That is very useful tool if you have several check out steps and you want to understand which of these steps causes more problems to users.
- You even can see which links visitors clicks on your website using Google Analytics tool named In-Page Analytics (in Behaviour section). However, this tool doesn’t allow you to see statistic of clicks on external links (like social media buttons) or clicks on elements that don’t content links. That is why we use next tool in this list.
2. Heatmaps and Scrollmaps
These tools allow you to see which areas of the website have greater levels of interaction or how far website visitors scroll down your pages. It also allows comparison of the behaviour of new and returning visitors, or those, who came from different sources, like Google, Direct, etc.
Here is an example of scrollmaps results, that shows how just one color change can help to improve engagement with a page (blue color on the scrollmap means that less than 25% of page visitors were engaged with this part of the page):
3. User testing
What better way is there to get to know how users behave on your site than to observe them directly interacting with it?
There are several tools available online where you can find people who are specifically in your target audience and, for a small fee, get them to review the experience on your website. One great example is https://www.usertesting.com/ where you can create tests to ask questions such as:
- Do you know what people like and don’t like on your website?
- Why do they go to this or that page?
- What do they think this website is about from the first view?
- What elements on the site helped them to trust the brand
In this test you can ask else to compare the website with your competitors websites, or to ask user to navigate to the product page and to tell you if it was easy for him, what he liked and disliked.
4. Website A/B testing
No one knows everything and can predict during the website creation stage what layouts, copy, etc. will perform the best.
A/B testing allows you to compare performance of different designs/ texts of the same page. But to receive correct results all variations must be tested in the similar condition. That is why such kind of tests can take several months sometimes (the time will depend on the traffic). Here are good examples of A/B/ testings http://blog.wishpond.com/post/98235786280/50-a-b-split-test-conversion-optimization-case-studies
5. Eye tracking
Where people look at your website and what attracts their attention? Answers to these questions can give eye tracking – technology that allows to measure the point of gaze and motion of the human eye. This tool can be very important for fashion brands or media websites. To use this tool is not necessary to by special equipment, there are companies who can do it and you will receive the results online. For example, Looktracker provides such kind of services. Here are good examples with case studies how this tool have been used by different companies https://blog.kissmetrics.com/eye-tracking-studies/
Don’t forget about common sense and gained experience!
On our practice at E-web Marketing to change one colour on the home page can improve website performance by 30% and 1 broken link can kill 1/3 of conversions. So while you are trying to get traffic on your website make sure that your website is optimised for sales!