CRO or Conversion Rate Optimisation deals with marketing. It involves the process of in-depth understanding of your customer and providing them with an improved user experience, which in turn helps them completing tasks faster, more efficiently and with greater ease. Data is the only tool in your hand to achieve this objective. No guess work or no hunches help you in this.
The very basics: According to experts working in a reputed conversion rate optimisation agency in London, you need the right data to build a hypothesis and work on it. Building your hypothesis with wrong data or drawing the wrong hypothesis from right data are both as useless as guessing. Therefore, it is important to know how to:
- Get access to good data
- Analyse it properly and
- Draw the correct hypothesis in the process
Get the right concept: Thus, CRO is not just about your landing pages or analytics; rather, it is about people, copywriting, design and user experience. Another common mistake conversion optimisers make is thinking they have succeeded, once the conversions boost. By cutting prices by 75%, you’ll see conversions boosting, but that will not bring you considerable revenue nor profit. Thus, the ideal goal for any conversion optimiser is improving revenue figures in a profitable way.
Spadework: As experts from the leading CRO agency in London point out, there is no correct way of doing this job. You have to use your hunches in course of time but, use your hunches to collect the right data and not in drawing your hypothesis. Before working on conversion rate, it is important to do some foundation work.
- Is your site working properly?
- See, if your traffic is dependent on legacy browsers
- Does your site offers equal priority to users of every skill level?
- Does it cater to the needs of handicaps?
- Factors like readability of fonts and setting the right contrast also have to be taken into account.
- Does the site meet Google’s page speed load requirement?
- Are your funnel and user journey match with your customers’ expectations?
- Is your communication effective enough to cater to unique needs of users?
As the first step, that any reliable CRO agency will suggest, build a strategy that has definite goals and can be measured easily. Then, use it as a tool to learn your lessons. As the initial steps to boost conversions:
- Setup Google Analytics and wait till the right data becomes accessible to you.
- Select the KPIs that you want to track and boost.
- Thoroughly analyse data and try look for patterns in it.
- Build your own hypothesis and prioritise them on basis of cost and implementation ease.
- Work on copywriting, sketches and graduallly move to the aspect of visual design.
- Keep your browsers in mind while coding and run device test.
- Perform A/B testing using scientific approach.
- Keep modifying your hypothesis from the test results.
Factors to remember while imporving conversion rate:
- Cost of a product: It is much easier to sell a razor worth £1 than selling a private jet.
- Trust factor: Does a potential customer know and trust your brand?
- Relevancy aspect: It is a total wastage to do your marketing on wrong target base. Know your users through their personality and their chosen paths to purchase.
- Importance of perceived value: Even a penthouse apartment or a jet plane can be sold easily, if it is presented before the relevant customers as a bargain deal.
- Focus on copywriting: Your headlines should talk about the needs and wants of your prospects or discuss their problems. This will show, you care for them. After all, your business is all about your customers and not you.
- UX and design: Last but never the least, concentrate on UX and design of your site.
The topics discussed above will surely provide a clear idea about what to do and what not to improve conversions. Experts from the conversion rate agency in London that offer the tips above, expect you to share your ideas on the topic for greater convenience of a larger audience.