What is Conversion Rate Optimisation?

What is Conversion Rate Optimisation?

When people first start thinking about online marketing, the first thing that pops into their heads is getting tonnes of juicy Google traffic to make them more money online. But have you ever thought about what really happens to your website’s traffic?

Some important questions you should be asking about your website’s visitors are:

  • Where do they click?
  • Do they read your content? How much of it?
  • What are their first impressions about your business?
  • Do they come back?
  • Do they even want to come back?

If you are a smart business owner who has installed Google Analytics and is regularly viewing the data, then well done! Give yourself a tick. If you have set up Goal Tracking within your Analytics, even better. Give yourself another tick!

Now it comes down to the nitty-gritty – now that you have the data, how do you go about improving your Goal Tracking conversion numbers? This process is called Conversion Rate Optimisation (commonly abbreviated to CRO). It is the scientific process of increasing the number of website visitors who turn into customers.

In this blog post, I would like to guide you through how E-Web Marketing performs CRO on our clients’ websites, so that you can understand the service better. You will even be able to adapt and implement some of our procedures yourself, in order to increase the numbers of sales and leads your business generates online.

The E-Web Marketing Methodology

 1.       Analyse

This step involves:

  • Industry research
  • Web analytics review
  • Performance review
  • Usability testing

Knowing what is going well and not so well will make conversion strategies and tactics most efficient. In this stage, understanding where visitors come from and what they do on the website will ensure that any changes made have maximum effect.

2.       Strategise

This step involves:

  • Strategy formulation
  • Data analysis
  • Wire framing

A formulation of strategies is made from analysing the data collected. Here is where wireframes can be created to give an overview of what the changes will look like. These strategies are compiled into:

  1. Written report
  2. Live workshop

The live workshops have been a favourite so far among clients as they are more cost-effective, fast, and clients enjoy the interactive learning environment where they can bounce ideas around.

3.       Create

After the changes have been agreed on, it’s time to start implementing them. This step can include:

  • Applying best practices
  • Copywriting
  • Design tweaks
  • Web development

4.       Refine

Simple changes to seemingly trivial elements on a page, such as the colour of a button or wording of a heading, have been known to double the conversion rate of a page. However, sometimes these changes seem counterintuitive. The only way to make absolutely sure you are improving the conversion rate is by testing different variations of pages to a statistical level of confidence.  This is a process called A/B testing, whereby half of the visitors to your site are shown a control page (the current page) and the other half is shown a variation with a slight visual tweak.

This step may involve:

  • Layout adjustments
  • Message adjustments
  • Copywriting fine tuning
  • A/B and multivariate Testing
  • Design tweaks

Frequently Asked Questions

Why should I spend money on CRO?

With CRO you can improve the number of sales and leads you get to your business without spending a cent more on advertising. Why pay to drive more traffic to your website when you aren’t even selling effectively to your current numbers of visitors?

How much does it cost?

This service with us starts at $2,500 and can be scaled to meet your website’s needs.

How much involvement is required from me?

Little to none. All that’s required from you is to approve changes to your website. We will however need involvement from your own web developer to implement the recommended changes. E-Web Marketing is not a web development company (though we can refer you to a suitable developer if required).

When will I see improvements?

Once changes have been implemented on your website, you will instantly see changes to your bounce, exit and conversion funnels in Google Analytics. The more dramatic the change, the more of an improvement you will see.

Do you have case studies and examples?

Yes. If you would like to see them, fill out our contact form and mention that you’d like to be sent some CRO case studies.

Are there tools out there you can recommend for me doing CRO myself?

One we would highly recommend is Usertesting.com – this website provides a cheaper alternative to usability testing done by professionals. We recommend running these tests at least once a month. CrazyEgg.com and Clicktale.com are other helpful tools.

My industry has low search volumes – will CRO work for me?

Yes. Traffic volumes don’t necessarily affect conversion rates, though they usually increase the time it takes to run an experiment.

What can I do in the meantime to improve my conversions?

Get in touch with us and we’ll be able to provide you with a Website Health Check audit.

It will give your business a score out of 100% for how well your website embodies 10 best practices of conversion rate optimisation. After you run through it, go through each best practice one by one to improve your score.

This CRO health check audit is something we have only just released – did you find it helpful? If you did or didn’t, please share your experiences and findings below so we can improve it if needed. And if you have any other questions about improving your conversion rate, or about E-Web Marketing’s CRO service, then we’d love to hear them! 🙂

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We’ve been in the digital marketing field for over 18 years and worked with hundreds of Australian (and international) businesses to grow their web presence. Specialising in SEO, search ads (PPC), social media, content marketing, email marketing and conversion rate optimisation.

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