HEY! NEED A HAND WITH YOUR CONVERSION RATE OPTIMIZATION?
I’ve been optimizing conversion rates for the past 6 years now, and over that time, I’ve created processes that have done wonders for my clients and their marketing. From building out your funnel to a/b testing, let me boost your conversions and get you more engagement, more bookings, and more sales!
WHAT WILL I TARGET?
These are the main aspects that I’ll be focusing on for your CRO revamp:
WHAT IS CONVERSION RATE OPTIMIZATION?
Conversion Rate Optimization refers to the system of increasing the percentage of visitors to a website that convert into customers. It can also refer to the measure of persons that take any desired action on a webpage.
In order to use the process to its full potential, it is necessary to understand how visitors move through your site, what they do and why they may not be aiding in completing your campaign goals.
E-COMMERCE STORE CRO CASE STUDY
Through my agency Pearl Lemon, I’ve managed dozens of successful CRO campaigns for clients of all industries and backgrounds. Here’s an example of a case study from The Sweat Store, where we optimized their conversion rate with A $20k increase in sales in 2 months.
To see more case studies like this, check out our YouTube channel.
CONVERSION RATE OPTIMIZATION FAQs
What is a conversion?
A conversion is any action that a visitor takes on your site as a result of your call to action. It could them booking into a call from clicking on a “Book Me” button, or it could be a download of a free resource from clicking a popup.
Why is conversion rate optimization so important?
CRO is a crucial component of any business’ marketing strategy, as it allows you to profit from the visitors that you already have. Because of this, you can spend more time focusing on these prospects, instead of wasting time (and money) on visitors who may not even be interested.
What are some ideal CRO tools?
There are quite a few conversion rate optimization tools that would be a huge asset to your marketing campaign and testing processes. You can pick from tools such as Crazy Egg (provides click tracking analytics), Google Optimize (A/B testing of web pages), Jilt (eCommerce email testing) and Hotjar (visitor action visualization).
What is a conversion funnel?
A conversion funnel is a model to display people’s connection with your business or brand from the time they become aware of you until the time they become customers. This is usually broken down into 4 stages: Awareness, Interest, Desire and Action.
Awareness is pretty straightforward; it’s when persons become aware of your brand and what it can offer.
Interest refers to when persons recognize that your brand can solve a problem they have, and begin looking into you.
Desire is when they decide that they seriously want to inquire more about your brand, seeing it as a plausible solution.
Action is when persons actively opt in to what you’re offering.
How can I calculate my conversion rate?
Calculating your CRO is a fairly easy thing to do. You will need two variables: the amount of visitors that your site gets and the amount of those that actually take action and convert into customers.
Your CRO is thus a percentage. For example, if you have 300,000 visitors, and 170,000 of them convert, then your CRO is 56.67% (170,000/300,000).
What would be an ideal CRO rate?
This actually depends on a variety of factors, one being the industry that you’re currently in. As industries vary in their target market and products/services offered, there isn’t a clear answer to the ideal conversion rate. But there are a few noted guidelines. Namely, good rates tend to be in the single digits.
It’s also important to note that your conversion rate is also dependent on what it is you’re trying to convert; be it a free e-book or an actual sale.
What is a conversion goal?
A conversion goal is basically the end product that you re expecting after running a CRO campaign. Put simply, it’s some measurable metric that may have influenced the campaign in the first place, such as increasing the amount of visitors, reducing your bounce rate on emails and increasing the number of free trial signups.
What is a CRO hypothesis? How can I use one?
A CRO hypothesis is basically an idea about what’s not converting and how to fix it. This is where the data you’ve collected via analytics or customer feedback comes in. Once you have that data, you’ll formulate your hypothesis with a format similar to this:
We think that changing [item on page] for [audience] will [achieve desired outcome].
For example, you could say:
We believe that by changing the colors on our landing page, we can increase the click rate of our “Book A Call” button.
What are some conversion rate optimization best practices?
Testing is another important factor for securing a high conversion rate for your website. With that in mind, you need to ensure that however you choose to run your tests satisfy a few common guidelines: Your tests are set up correctly, they;re run for a long enough period of time, and the results are reliable enough for you to use as a future reference.
What testing methods can I use for conversion optimization?
The most common method that you can use to test your conversion rate optimization process would be A/B testing, also called split testing.
With A/B testing, your original web page (or email) is called the “control.” A single element is changed to create a new version of the page or email, called the “variant.” Then you divide your traffic or audience so that half your traffic sees each version. At the end of your testing period, the version that gets the most conversions is the winner.
There’s also a spin on A/B testing called A/B/n testing, where you simply test more than 2 variants at once.
Then there’s usability testing, where you get real users to do tasks on your site, and see how well they are able to achieve them.
Is there a way I can check the reliability of my CRO tests?
Yes, there is a way that you can use to determine the reliability of your split testing. By using this A/B calculator, you can see how the variants of your split test is doing, as well as their statistical significance.
Can I use analytics to aid with CRO?
Yes; in fact, it’s an ideal combination to have CRO with an analytics tool such as Google Analytics. This is because Analytics can get you information about the behavior of visitors to your site. There’s also the ability to set up goals and funnels to determine what’s working with your site in term’s of its conversion rate, and revamp what isn’t. This can lead to forming hypotheses and eventually split testing to determine the ideal course of action.
What are ideal aspects of my website I should focus on for CRO?
You need to focus on elements that are most likely to garner attention from visitors. With that said, it’s recommended to test your content, images, email sign-up forms, videos and calls-to-action (such as buttons).
How often should I run tests?
When it comes to testing, you should do it every time you make a change that will potentially affect conversions. If you change the copy buried on a customer service page on your website, you don’t need to test to see what effect it has, but if you change the copy or design on a prominent page, particularly one that’s part of your conversion funnel, then you should run a test.
How can I know if my content is successful?
You can determine if your content is successful if it answers the following questions: Does it reach the goal that you were trying to achieve? Is it of value to your target audience? Is it something that your audience can apply to their daily lives?
Always strive to provide value. It’s what keeps your visitors coming back for more.
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