Online Marketing

 
Conversion rate optimization services

Conversion Rate Optimization

In simple words, CRO is all about finding out why the visitors aren't converting and fixing it. Conversion is the specific action you want your web visitor to take on your website or landing page, such as:

  • Purchase a product
  • Sign up for a free trial
  • Viewing a video
  • Requesting more information
  • Download an e-book
  • Completing a lead generation form
  • Share your content on a social media website
  • Print a coupon
  • Opt in to your email newsletter
  • Register
  • Refer a friend
  • Make a phone call
  • Click to chat

The conversion event changes the web visitor into a lead or a customer. So, focus on the "conversion rate" rather than "visitor counts".


Conversion rate optimization isn't...

  • Split-testing the color of your buttons (unless you really want to)
  • Following best-practices and guesswork
  • Based on misleading metrics

Keep in mind that what works on someone else's website might not work for you until you have similar objectives. You rather need to find out what’s wrong with your site – not what worked on someone else’s.

This is What We Help You with:

  • Formulate an efficient CRO strategy to make your web pages more relevant to visitors thus increasing your conversion rate
  • Determine and work on the areas that hold the greatest opportunity as per the conversion funnel
  • Use various analytical tools to analyze objections and issues and accordingly devise strategy to increase your conversion rates thus increasing your ROI
  • Perform usability tests to determine which changes are making the most profitable match and accordingly implement them
  • Improve calls-to-action encouraging visitor to become your customer
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Key Principles for Effective CRO

Create a Definite Strategy

Create a strategy to achieve your long term goals and measure success. Rather than making assumptions and following best practices, find out which parts of your business are under-performing and why. Get in the customer shoes, understand their thought process. Try to become a customer of your own site and see things from their eyes.

Discern Your Current Traffic Sources

Get a good understanding of your entire conversion funnel - where visitors are coming from, which landing pages they arrive on, and how they navigate around your site. Determine the areas that hold the greatest opportunity.

Understand Your Visitors

Find out why your visitors aren't converting by researching on these areas:

  • Understanding different visitor types and intentions
  • Identifying user experience problems
  • Gathering and understanding visitors' objections
Research and Analysis

Study your marketplace - your competitors, industry experts, what your customers are saying in social media. Identify the company assets i.e. aspects of your company that are most persuasive to potential customers. Display these persuasive assets to the potential customers at the right time in the buying process.

Set up goals and funnels in Google Analytics to understand where you’re losing traffic and where the biggest opportunities are. Also try using other analytic packages such as CrazyEgg, ClickTale etc.

Perform usability tests. There are several cheap usability testing companies available like UserTesting.com (US and UK) and whatusersdo.com (UK) etc.

By now, you would have a comprehensive list of reasons why visitors aren't converting - whether they're usability issues (can't buy) or objections (won't buy).

Start gathering more data from customers with the help of surveys. You can create a survey using SurveyMonkey and email the same to your customers and non-customers. You can also use a tool like Kampyle to gather feedback directly on your site. Or just pick up the phone and speak to them.

Think of Innovative Solutions

Once you have gathered all the data, create a list of all the objections and issues. Highlight the ones that come up most often, or that you think can have a big impact. Analyze and brainstorm your ways to overcome them. It's important to come up with innovative solutions and not follow the sheep in the herd. This will help to boost the conversion rate.

Development and Testing

So now we've got the objections, the issues and the possible solutions. The next step is to prioritize the ones that can be developed and tested quickly and have big impact in increasing the conversions. Start developing the variations in a rational manner. When the variations have been developed, make sure you take screenshots of them. Perform A/B tests on your experimental webpages. Use CrazyEgg, Google Website Optimizer or other testing software.

Review and Expand

Analyze the results. When the test has finished, log the results and store them with your screenshots of the variations. This is crucial to find out what works and what doesn't. Remember that big losses are just as important as big wins. If you got a win, think if it can be developed further and be applied to other parts of the funnel?