All about Conversion Rate Optimisation (or CRO, for short)
Conversion rate optimisation is a science that couples buyer psychology with digital experience to help you convert more of the users on your site into customers. The CRO process is one of constant and never-ending improvement: we continue to tweak, test and optimise your digital properties to improve sales or bring you more leads.
Finding a baseline for measuring improvement
CRO is only as good as the data behind it. That’s why we use custom tracking implementations to make sure we can see every point of data as your users move from prospect to customer on your site. We’ve also developed proprietary in-house reporting tools and use advanced testing software so you can feel confident our strategies are built on actionable insights that deliver real results.
Getting to know your user
Before we jump in to testing different versions of your site against one another, we conduct user testing to better understand how users navigate your site, what’s working well, and what could use some improvement. As part of our process we run both qualitative and quantitative user testing to get the most well-rounded picture of your users, their needs and their pain points.
Mapping and analysing conversion paths
This is the next step to understanding your users. We combine the findings of our user testing with insights collected using Google Tag Manager and Google Analytics to best understand how your users become prospects and your prospects become customers. After the initial data is collected and analysed, we identify the lowest hanging fruit to improve conversions for your site.
Using A/B testing to improve conversion rate
Once we have an idea of what your users like and what’s troubling them, we get down to planning how to best overcome those challenges. We rely heavily on split testing to trial new ideas. This method of rigorous testing with real users allows us to compare minor or major changes and measure how these changes influence your users’ behaviour – which means we only commit to changes that we know will deliver the right results.
Improving user experiences for your site
Whether it’s implementing a frictionless product to checkout process or mapping out a product details page, we use our in-depth domain knowledge and broad experience in UX (user experience) when planning your site’s architecture and smaller UX interactions. It’s these types of frictionless experiences that support brand loyalty and keep users coming back for more.
"What is CRO?" we hear you ask. Here is a quick list of answers to your burning CRO & UX questions.
Conversion Rate Optimisation (or CRO for short) is the practice of converting more of your website visitors into customers.
Conversion means that you have convinced someone to take an action that you wanted them to take, for example clicking on a “book now” button. CRO can be used for both lead generation and eCommerce sites, the conversion goals will just be different.
CRO is the fastest way to get the most accurate results. Ongoing scientific testing of your website keeps it up to date with changing customer expectations and continuously driving optimal performance.
- Better ROI
- A more cost-effective alternative to finding new visitors
- Encourages engagement from visitors
- The ability to successfully iterate practices after a plateau in conversion rate
A/B testing (also known as split testing) involves comparing two versions of the same page in order to uncover which has a higher conversion rate.
An example of a split test could be; Version 1 text ‘Contact our fantastic SEO team today’ vs Version 2 text ‘Contact our SEO team for a free audit today’.
A piece of persuasive text which entices website visitors to take your desired action.
For example, ‘Shop today’, ‘Contact our skilled team today!’, ‘Get your free quote now!”
User Experience (or UX) sums up how pleasing your website experience is for people.
Many people tend to confuse usability and UX (user experience). Usability is how user-friendly your website and the efficiency of the interface. User experience is how your clients feel when they interact with your website.
There’s no use in having a stunning website which promotes creativity and interactive design but lacks in usability and is difficult to navigate. Don’t get us wrong though, it goes the other way too. A website which is very simple to navigate yet lacks a pleasing visual appearance can make users feel quite bored and unsatisfied with your website.
Finding that perfect balance between usability and user experience is what makes a great website – and we can help you get there.
A conversion rate is the number of ‘conversions’ created by a website, compared to the number of sessions it receives.
A conversion is usually a contact form submission, phone number click, link click, PDF download, or a product purchase for eCommerce sites.
A value proposition is a unique selling point that sets you apart from your competitors.
For example, free shipping, 100% Australian made, refund/exchange guarantee, Afterpay available, etc.