Conversion rate optimization will become the guiding argument for most digital development. And it will put an end to the ego battles and the infinite list of changes web-dev customers ask for to mitigate the risk of their web-dev investment. So, the first thing you need to do, when explaining a conversion rate optimization process is to talk to your team about what we are NOT and what we ARE: We are not on demand digital genies that magically manifest your customers whims and ambitions, at zero extra cost and in record time.
Digital Developers can produce amazing products if allowed to measure results and improve methodically, iterating and slowing creating a better and better product. Just don’t confuse the product with the process.
We help our customers faster, better and cheaper if the customer focuses on iterative improvements backed by incremental improvements of your ROI, and allows the developers to follow the creative and technical process in a productive and healthy way.
- Conversion Rate Optimization (CRO) is the process of improving the effectiveness of a website, landing page, or other digital asset to increase the percentage of visitors who take a desired action, such as making a purchase, filling out a form, or signing up for a newsletter.
- The goal of CRO is to identify the barriers or obstacles that prevent visitors from converting and to test different strategies and tactics to remove those barriers and improve the conversion rate. CRO typically involves a combination of data analysis, user testing, and iterative design changes, with the goal of continually improving the effectiveness of the digital asset over time.
- Here are three examples of successful Conversion Rate Optimization (CRO) case studies:
- Moz: Moz is a leading provider of SEO software, and they were able to increase their conversion rates by 52% through a CRO campaign. They conducted extensive research on their customer base and discovered that their free trial sign-up form was causing a high bounce rate. They redesigned the form with a simpler layout and removed unnecessary fields, resulting in a 52% increase in free trial sign-ups.
- Crazy Egg: Crazy Egg is a website optimization tool, and they were able to increase their conversion rate by 64% through A/B testing. They tested two different versions of their homepage, one with a large hero image and one with a smaller hero image and more copy. The version with the smaller hero image and more copy had a 64% higher conversion rate than the original version.
- Expedia: Expedia is a well-known travel booking site, and they were able to increase their conversion rate by 12% by simplifying their booking process. They found that their original booking process was too complex and overwhelming for users, so they streamlined the process and removed unnecessary fields. The simplified booking process resulted in a 12% increase in conversion rates.
Step 1: Understanding Your Audience
- Knowing your target audience is critical for CRO: Knowing your audience is critical for Conversion Rate Optimization (CRO) because it allows you to better understand the behavior and preferences of your target users, and to design digital assets that are more effective at converting those users.
- Create buyer personas and conduct user research by identifying, observing, analyzing and then defining fictitious caricatures that represent the demographic clusters you are targeting.
- Use analytics tools to gather data about your audience’s behavior on your site
Step 2: Creating Effective Landing Pages
- A landing page is a part of your site where users land on, it’s usually the first page the user sees after clicking on a campaign advertisement or referral link. A landing page is not an independent page, it’s part of a tailored customer journey, and works separately from your general website, usually, you won’t find links in a landing page that take you to the general website, on the other hand, you might find links all over the place that take you to a specific landing page.
- Here are 10 great tips on how to write outstanding commercial copy for your landing page and general verbiage or a sales campaign.
- The use of visual elements such as images and videos can significantly impact the effectiveness of landing pages. They can make a page more engaging, memorable, and can help to communicate important messages more effectively. However, there are some important best practices that should be followed when using visual elements to ensure that they have the desired impact on landing pages. Here are the best practices for visual aids in CRO.
Step 3: Optimizing Your Website’s User Experience
- The role of user experience (UX) in CRO is critical. In reality user experience is probably the one thing you must look, measure and optimize. How to measure it is complex, but essential its the users experience that will define your conversion rate, and everything else related to maximizing the conversions you get from your audiences, but its a complex problem. Here are 7 tips I highly recommend
- Speed / There are literally hundreds of options to improve website performance and navigation. But essentially there are 2 principles that will help.
- Do one thing. A multi use, multi tool, triple bacon online store that also has a ton of other non essential gizmos might sound cool, but it would take a dozen professional technicians to make it run fast.
- Navigation – both for SEO purposes and UX, simplify and test with users, if the way you structure your links works. For landing pages, it is recommend not to have any link except that ones that take you further down the sales funnel. A landing page that is already a single page checkout process, is the most effective option and historically has the best conversion rate, after many iterations.
- A/B testing, also known as split testing, is a powerful technique used by businesses and organizations to optimize their online marketing campaigns, websites, and applications. A/B testing involves comparing two versions of a web page or marketing campaign to determine which one performs better. The process involves creating two versions of the same page or campaign, directing traffic to each version, and comparing the results. Here is a quick intro on the basics of A/B testing
Step 4: Using Psychology to Improve Conversion Rates
- To understand web psychology, we must first internalize that we literally see the world differently after we incorporate a new idea.
- We have specific, sometimes irrational but common ways of looking at the world that we should take into account when designing any kind of UX here are some examples that you might enjoy, I have a written a complete synthesis of everything I have thought valuable bout web psychology and conversion rate optimization.
- False consensus bias: We think everybody else sees the world as we do. This worked well when we lived in small communities as nomads or very very early isolated agricultural communities, but as information from other parts of the world came to individuals, this heuristic started to become less valid, but our brains, kind of stuck with it because of the massive amount of time these heuristics world for us.
- “Anchoring or focalism” is a cognitive bias where an individual depends too heavily on an initial piece of information offered (considered to be the “anchor”) to make subsequent judgments during decision making. For example: Read this entire book and make money fast and easily with no effort!
- We recall the past in a self-serving manner, just ask a politician about his time “in office ;)”.
- Recency Bias: “Recency bias is a cognitive bias that favors recent events over historic ones. A memory bias, recency bias gives “greater importance to the most recent event”, such as the final lawyer’s closing argument a jury hears before being dismissed to deliberate.” – Wikipedia.
- Discuss the importance of trust and credibility in increasing conversion rates
Step 6: Measuring and Analyzing Your Results
- Measuring your website metrics is important because it allows you to understand how your website is performing and identify areas for improvement. By tracking website metrics and KPIs, you can gain insights into your website’s traffic, engagement, conversion rates, and revenue, among other metrics. These insights can help you make data-driven decisions about website optimization, such as improving website design, content, or navigation. Measuring website metrics can also help you understand your target audience’s behavior and preferences, which can inform your digital marketing strategies and improve your website’s overall performance. Overall, website metrics provide critical information that can help you optimize your website and drive business growth. Here is a STEP-BY-STEP GUIDE TO SETTING UP WEBSITE METRICS AND KPIS FOR OPTIMIZATION CYCLES
Step 9: Educating your customer with great CRO Reports
Web optimization is a crucial part of any online business strategy. It involves continuous testing, tracking, and improving website performance to achieve business goals such as increased traffic, engagement, and conversions. However, web optimization can be a complex process that requires a deep understanding of user behavior, website design, and digital marketing. Here is a quick guide on understanding the basics of CRO customer management