Turn Your Website into a Powerful Conversion Tool
Creating quality conversion starts with getting your head around how exactly your website can leverage your potential sales. Through an enhanced user experience and strategic approach to all of your onsite elements, you and your brand can discover new-found success both online and offline.
What is CRO?
Conversion rate optimisation (CRO) is ensuring that a higher proportion of your website visitors convert into customers without changing the traffic volume.
CRO is primarily a method to restructure and reinvent your business to ensure that every on-page element of the site compels the customer within the first few seconds to engage with your brand. This is done via split testing, which means splitting up the traffic coming to your site and presenting them with different versions of your online business. Split testing enables us to monitor how customers behave and interact with your brand, and importantly how to make improvements in order to win their business.
Why do I need it?
Your online marketing efforts are likely geared at driving more eligible users to your site. Essentially, you are paying for visitors to your site, and want to see a higher ROI in this investment. It is far more cost effective to convert a higher proportion of your current traffic than to drive more visitors to your site.
Higher conversion rate = better ROI.
It may seem surprising, but 40-60% of visitors on content based websites bounce off the site within the first few seconds without engaging with the business. That essentially means that almost 60% of potential customers are not impressed with how the business has presented their information on the site. This means the money and resources invested in getting them to the site are wasted. CRO essentially fills in the blanks as to why, therein decreasing the likelihood of the customer losing patience and leaving the site.
Split testing allows you to reliably test ideas and theories. It is also an extremely reliable method of increasing conversions and understanding your customers’ online behaviour. The consequences of not testing elements, especially in the ever evolving online industry, can be hugely detrimental to the business. Why leave it up to intuition?! Get testing!
What do you change on my website?
More often than not, websites have all the ingredients of a great conversion machine yet are simply not presented in the correct way. For example, the phone number may be hidden in content, or there is no immediate sense of credibility to the business. The ways that the business can benefit the user may not be immediately evident.
Increasing conversions involves analysing the current website’s usability and adjusting elements to improve the experience the customer has on the site. This then influences their decision to buy or enquire.
Some examples of the elements we look into are:
- call to actions
- compelling content
- customer journey
- USPs (unique selling propositions, awards, affiliations)
We may run 2 different types of split testing: A/B split testing and multivariate testing.
A simple A/B split test involves creating two very different versions of the site, changing more than one element on the page to achieve a higher conversion rate.
We also run what we call multivariate testing. This still uses the core methodology of an A/B test, but instead looks a higher number of elements. It therefore allows a deeper evaluation of these elements and how they combine to contribute to the primary goal of the website. For example, we may change the form submit button to have four different colours, or perhaps use the same page but with a variety of different headlines. Both of these methods provide powerful optimisation benefits that complement each other, but ultimately we focus on the test that will get you the highest gain.
It is important to note that the exact changes hugely depend of the type of website we are improving. For example, an online store is primarily about selling the products and getting people through to the checkout page, whereas a lead generation site is more involved with showing the customer the value of the business and then capturing their data.
So how do we do it?
So, you are probably wondering – how do we actually make improvements and test to see whether they work?
We first start of by rigorously evaluating the current conversion rate, as well as the customer behaviour trends according to Google Analytics. The conversion rate is worked out by dividing the current conversions by the total visitors to the site expressed as a percentage. e.g.
= 1.3% conversion rate
On closer inspection, we may find that the ‘about us’ page converts 50% higher than the home page. So why is that? Perhaps the images and brand message conveyed here are far more enticing, and the call to actions may be clearer to the user.
We then divert approximately 50% of traffic to one and 50% to the other. This is completely random, meaning the traffic to the tests incudes organic, paid and direct traffic. This allows the most reliable data to be evaluated. The functionality of the site is rarely changed within the testing environment, as version B is a clone of version A.Once the test has been built, checked and is ready to go… WE GO LIVE!
In the coming months and weeksv we carefully monitor the testing results according to Google Analytics to see how the conversion rates are performing on each side of the 50% split. In accordance with these statistics, we also use heat mapping and click mapping software to understand where people do or don’t click. Along with the bottom line conversion results, this provides an integrated analysis of exactly how your customers are behaving.
We see results quickly, and typically run each test for at least 30 days to ensure a higher confidence level in the results. If left for just a few days, we could be making false assumptions which could have huge implications for the website’s conversions and of course the revenue.
Once we can see a clear winner, we then change the traffic distribution to ensure the winning version is displayed to a higher proportion of traffic – then we test again!
How can we benefit you?
With a wealth of knowledge based on thousands of tests in multiple industries, we can apply proven methodology to improve your conversion rate.
We offer a range of flexible packages to suit your business’s needs and goals. Our results are proven and reliable. Most importantly, we will give you long-term results based on your real customers in real time. Give us a call on 1300 663 995 to find out more about our conversion optimisation solutions.
By Charlotte MacInnes, Conversion Project Manager at WME.