CRO converts more of your abandoned or lost clicks into results - be that increased sales, awareness or any given set customer actions.
The tricky part is to do it without losing some of the conversions you already enjoy.
Because the online world is now so nuanced and interwoven that every move you make ripples through every other customer interaction with your business. That’s why CRO should ideally run in tandem with your SEO as successful CRO requires a carefully structured approach based on meticulous research, quality data and analysis, testing and planning.
Our approach to CRO starts with a thoroughly researched plan that considers the multitude of drivers that now effect successful online conversion plus a detailed analysis of your customers on-line behaviour.
We then follow this with small scale testing of specific areas before implementing a broad ongoing strategy. Going big too soon can be at best unproductive at worst lose you customers, clients or sales.
When looking at CRO we break the research task into three key areas:
Data mining to collate key metrics including traffic, bounce rates, conversions, landing pages, competitor research.
Create a strategic action plan based on the research analysis. Establish testable hypotheses and start with small tests.
Ongoing small scale testing and refinement to discover the optimum conversion rate performance across a site.
A crucial part of this three-stage process is understanding the traffic source – knowing precisely where your views are coming from. For example, a new traffic source may negatively affect the conversion rates of a particular page.
Instead of trying to find an immediate fix it’s important to take a strategic approach and ask if the needs of the new traffic source differ from the original sources.
Naturally research is key to understanding this, that’s why the first part of the task is the most essential though, perhaps. the most often overlooked.
Our research approach breaks into four areas:
Research and Collate Data on all key conversion metrics Data mining to collate key metrics including traffic, bounce rates, conversions, landing pages, competitor research etc.
Analyse data to formulate key user insights based on in-depth behavioural analysis including site heat maps, mouse flow, taps and scrolling, abandon rates and causes.
We research competing sites and CRO strategy and then learn from this.
Prioritise Landing pages
We will identify and prioritise key landing pages
Once this groundwork is completed we then create a more successful and efficient conversion process – funnelling customers from the prospect stage through to conversion with minimum drop-out. And then repeating the process as simply and cost effectively as possible for their next ‘sale’.
To do this we need to successfully manage and streamline SEO, Link Building, Social Media, Pay per click email and your website. This is why your CRO should ideally run hand in hand with your SEO. The two are mutually beneficial and should work in tandem for the best results. Typically much of the research and analysis involved in CRO is necessary for successful SEO and each process should inform the other.