Conversion Rate Optimisation
Understand why your website is not converting and then AB test data-led solutions to find out how to generate more revenue from your website.
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Conversion Rate Optimisation (CRO) uses the results revealed in your conversion review to identify issues, change them and test them, so you have clear, evidence-based results to show you what works, and what doesn’t.
We’ll use our findings to fix problems and test results, using methods such as A/B testing and MVT. Then, we’ll have the facts and figures that show what needs to change, and why, to generate more leads.
Why Conversion Rate Optimisation
We need more than just great ideas to make the changes that truly work. With a data-driven approach, we mitigate risk. A hypothesis can be tested and a result can be measured, so you’re investing in changes that really make a difference.
These informed, data-led decisions identify issues and solve genuine problems. When your customers’ wants and needs drive your website, your sales will increase.
What’s included in our Conversion Rate Optimisation Programme:
First, we’ll make sure that we’ve dotted the I’s and crossed the T’s on every contract, especially the NDA. Then, we’ll work with you to ensure we have the correct level of access to each of your online analytics and analysis tools, including Google Analytics, Google Tag Manager, HotJar, CrazyEgg, Optimizely, VWO, and more. We’ll also ask for any sales reports to help us connect the gap between online and offline sales. This may sound like a lot of information, but if we have this upfront it’ll help us connect the dots later.
With all relevant stakeholders together, we’ll set-out the objectives and key results. We’ll also pull together an RACI, assigning suitable owners. Our go-to project management tool is Trello. We also use Google Docs for collaboration, Toggl for time tracking, and Slack for communications. We’ll ensure that each core point of contact has the required access and visibility for each tool. If any of the tools mentioned don’t meet your level of compliance, we’re happy to be flexible and use something else: as long as we can properly track and document what needs to be done.
You’re the expert in your product or service, so your knowledge is the best place to start. We’ll talk through your product or service with you: what it is, what it does, who uses it, and what problem it solves. It’s critical you tell us about this openly and clearly, as we need to make sure your website is getting the message across to your customers.
Then, we’ll create a journey map. The goal of this map is to identify your key website users, their goals, and the journeys they take to get there, including each touch point. Using the information we’ve gathered so far, we’ll then look for gaps and pain points that we need to solve to help that user achieve their goal.
Approaching your data with no idea of what you’re looking for is like searching for a needle in a haystack. That’s why asking the experts and journey mapping are great exercises. They provide loads of context, and ask a variety of questions that need to be answered.
Armed with this new information, we’ll start pulling everything together. We’ll ensure you’re capturing and tracking the correct data points so you have the full picture of what changes are needed. We’ll set up dashboards and customised reporting to make sure we’re all working towards the same goals. And, wherever there are gaps, we’ll pick up a separate work stream to make sure nothing is missed.
Data and tracking only tells you where the problems are: it doesn’t tell you why they’re there. This is where conversion research comes in. We’ve used more than 20 years’ combined experience to create a bespoke research process, where we’ll evaluate over 70 elements based on user experience and design principles. We’ll combine our evaluation with a variety of qualitative research tools, gaining real user insights to provide further evidence to support our findings.
Our reports are filled with actionable insights, not just buzzwords.
We’ll present all our findings in one detailed report of, on average, 60-100 pages (depending on the site). The report will provide a very clear view on the areas we reviewed, where the problems lie, what you need to do about it, and how high a priority it should be. We’ll present this back to you in a key findings workshop, where we’ll conclude with a very clear view on next steps and who is accountable for them.
Once we’ve agreed the priority list of fixes in our key findings workshop, it's time to start executing on site. This is where we’ll need the highest level of communication with you to ensure everything is hypothesised, wireframed, built, targeted, quality assurance checked and tracking correctly.
If anything’s wrong at those stages it can jeopardise the quality of testing, so we’ll make sure we get it right. For each test, you can expect a digestible one-page report, detailing the core KPIs and the value and learnings the experiment has uncovered. We then test, learn, and repeat until we’ve got the best converting pages possible.
Conversion Rate Optimisation FAQS
How much traffic do i need to AB test?
A good amount, that sounds like a fluffy answer because it is. You’ll see many blogs recommend 100, 350 and 1000 conversions in each variation but it comes down to having enough conversions to be representative of your overall traffic. So you might run a test and only have a handful of conversions from PPC traffic, based on that you wouldn’t want to infer the test would impact Organic traffic too if implemented.
Contrary to popular belief it’s still possible to test on sites with smaller levels of traffic as long as you’re aiming for a large MDE. This just means testing for larger impact changes.
If you still don’t have the traffic there’s still opportunities to make data-led decisions using a variety of customer behaviour and feedback tools, were more than happy to help out on this front too.
How many tests should I be running?
The better thing to focus on here is that you’re running the ‘right’ tests. These are tests born from evidence and data that show you can positively impact the customer experience which in turn drives more value.
With AB testing you’re more likely to see a losing test over a winner, but focusing on tests that solve genuine problems should hopefully see your beat the industry average.
Is Conversion Rate Optimisation only for e-commerce sites?
No. Instead of Conversion Rate Optimisation (CRO) think of it as improving your users experience to enhance your primary business metrics.
Do you have a blog and want more users to engage with your content and sign up to your mailing lists? – We’ve helped clients achieve this while ensuring GDPR compliancy.
Do you have a course or an event and want more users to sign up? We’ve helped clients sell out events whilst helping to cross sell and up sell relevant packages.
All that matters is that you’ve got measurable KPIs (macro and micro) so we can measure impact along the way.
If you’re still not sure whether CRO is right for you then we are more than happy to have a call to discuss your needs and determine what we can or can’t help with.
Q: How long does a Conversion Rate Optimisation Program need to run?
To run a successful conversion optimisation program we ask for an initial commitment of 12 months to tackle both the low hanging fruit (low effort / high impact) and larger projects (high effort / high impact) identified in your recommendations report. Any less time and we can’t guarantee we can help deliver on the larger projects, which are often where the biggest rewards lie.
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