Conversion Rate Optimisation (CRO)
Introduction
Process
We understand that improving conversion rates is the primary goal for most brands looking to boost their online presence. That’s why we place a premium on growing your conversion rate, as we recognise it to be one of the most effective ways to improve sales.
Engaging with customers and turning this engagement into something tangible is something that many brands struggle with. Luckily, our digital marketing team are experts at improving conversions – and can turn a good eCommerce business into a great eCommerce business.
We begin the CRO process by reviewing your current strategies to establish whether they are going to help you reach your targets. This is broken down into a number of different elements
Conversion research
The first step in our process is to conduct a detailed analysis of your website and how people are using it.
We use the full suite of tools to do this – from Google Analytics and Tag Manager, to mouse tracking and heat map software. We use this data to gain a greater insight into how your visitors currently interact with your website – and where you’re losing sales.
The data and insight we uncover in this stage helps us to put together a test plan based on what users are actually doing on your website. Without this research, any A/B testing would be based on guesswork and wouldn’t help you achieve your goals.
Hypothesis
Once we’ve gathered enough data to start making informed decisions about areas for improvement we start to create hypotheses on how to increase your conversion rates.
These vary, but always focus on driving sales without compromising other areas of your business.
We form a plan for how to tackle each area – and kick off a project management process that keeps you in the loop as we start to iron out the creases in your online presence.
Build
Test
Rinse and Repeat
CRO should bridge the gap between website designs. Whether you’re launching a site for the first time or releasing a new design, once the site has gone live a testing programme should be undertaken.
Not only will you benefit from a growth to your conversion rate, but you will also be building a library of data about how users interact with your websites which will be invaluable as you evolve your website further in the future.