for Perth Businesses
Conversion Optimisation, also known as Conversion Rate Optimisation or simply "CRO", is the process of making your website more effective.
To increase sales or leads, websites either need to either:
- Increase web traffic and maintain their conversion rate, or
- Increase their conversion rate and maintain their web traffic.
Conversion optimisation is how #2 is addressed. And while decisions around user experience and design were once in the realm of "gut feel", conversion optimisation is a fair bit more involved.
How it works
Through the use of analytics data, heat maps and user journeys, it's possible to get a very clear picture as to who is using your site and how they're using it.
Combine that with the use of conversion optimisation techniques such as A/B split tests and multivariate tests, and we're able to drive a percentage of users to the original page, and a percentage to one or more page variations to see which performs best. This process is entirely seamless to your website visitors, and doesn't interrupt their experience on your website.
Tests run until statistical significance is achieved (so we can have faith in the results), and then we cross reference the results of each variation to determine which page variation was most successful and what we learned from the test.
This data-driven approach leads to improvements and changes online that refine and improve the way your website works for potential customers.
As a business owner or marketing manager, conversion optimisation can offer a range of benefits to help you make decisions and deliver a better ROI.
Conversion optimisation can extend the life of a website.
Effective tests are like upgrades to your website for a fraction of the cost of a new website. This means a smaller investment for an equal or greater result to the bottom line.
We track, measure and monitor everything.
You'll not only have clear information to see your ROI, but you'll also see the effect conversion optimisation has on your key pages' traffic.
We use conversion optimisation as part of an effective digital strategy.
Conversion optimisation can't sit alone, it has to work alongside other digital initiatives in order to deliver an effective result. We work with you on incorporating conversion optimisation into an effective digital strategy.
We offer clean and clear reporting.
No gibberish. No numbers without context. Just clean and simple actionable reports that make sense that we can talk through one-on-one.
Is This For Me?
Questions to ask to see if you're ready for CRO
Do you think you might be ready for conversion optimisation? Here are a few things to ask yourself before jumping in.
Do I know enough about my site and my audience?
While it's tempting to leap in and "make things better", in order to be effective a bit of data and information must be collected on the site already. For example - if conversions aren't matching an increase in site traffic, things like traffic, user behaviour, sources and top landing pages all need to be looked at before any split tests are suggested - otherwise it is a lot like a doctor providing a diagnosis without doing an examination.
Do I know what areas do I want to test?
Conversion optimisation doesn't mean "change everything" or "test everything" - both of which would be prohibitively expensive and time consuming.
Headers, subheaders, calls to action, footers, product images, the size of buttons for purchase, the length of a contact form…these are just a few of the things that can be explored with A/B testing - with big results often coming from relatively small changes. The key here is to prioritize what to test based on the overall objective.
Am I prepared to fail as much as I am to succeed?
As with all grand experiments, not everything that is tested is guaranteed to succeed. It is important to keep in mind that ultimately conversion optimisation isn't about finding "new" things to add to a website to make it better, but rather it's about identifying what does and does not work, so there is a clearer path to better serving visitors.
How will I use the data?
Conversion optimisation only really works when the data gathered is actually put to good use. It's quite easy to fall into "analysis paralysis". Be flexible, stick loosely to the plan, and commit to an ongoing test and development cycle to best make the most of information gained for a true data-driven approach to optimisation.
Can I do this in-house?
The tools are certainly available, however we would recommend that unless you already have the skills then conversion optimisation is not something you want to handle in-house. Mistakes in setup, tagging or result interpretation could send your conversion rate in the opposite direction. Given the risks and rewards that conversion optimisation can offer a business, it's definitely worth partnering with an experienced agency on your optimisation strategy.