As the name implies, Conversion Rate Optimization is the process of optimizing what currently exists on your website for the end user to complete an action. You are observing their behavior and creating a strategy to make that conversion funnel easier. Those conversions are a byproduct of CRO, since in essence you are actually improving the decision making of clients. Put succinctly: You are optimizing the user experience from the initial page landing to the final coveted conversion.
What are the primary elements of Conversion Rate Optimization?
The elements of CRO closely mirrors the scientific method:
|Scientific Method||Conversion Rate Optimization|
|Make an observation||Identify Goals|
|Ask a question.||Gather & Analyze Data|
|Form a hypothesis, or testable explanation.||Create Hypothesis & Design Test Variants|
|Make a prediction based on the hypothesis.||Make Prediction & Implement Tech|
|Test the prediction.||Test Prediction|
|Iterate: use results to make new hypotheses or predictions.||Analyze Results|
Identifying Goals – Gathering & Analyzing Data
In identifying goals, we will look at your site’s current analytics data and heatmapping, as well as the current state of the site’s functionality. This includes a review of current onsite Search Engine Optimization (SEO), calls-to-action, value propositions, audience types, user interface/experience and the sales funnel itself.
Hypothesis, Design & Implementation
Once our opportunities have been recognized, we will have a working hypothesis of what can be done to increase conversions to the site. With that data we then create new calls-to-action, value propositions, and improvements to user interface/experience, then implement them across your website via Google Optimize and A/B split testing. This ensures that we do not tamper with the existing user experience, giving us an adequate testing ground for our hypothesis.
Testing Predictions and Analyzing Results
The goal is to make incremental improvements with proven test results. These incremental improvements of even a tenth of a percent can equate to thousands upon thousands of dollars in sales. Once we have ran tests and collected data, we implement what is proven to work and start the process all over again.
Why is Conversion Rate Optimization important?
No one likes the idea of leaving money on the table. A site that is optimized for conversions ensures that you are maximizing a site’s full potential. If you are comfortable with your site, you are likely making an adequate amount of money from it. But why settle for setting the bar at its lowest point? Let us give you a free consultation for Conversion Rate Optimization and ensure that you are getting every dollar your campaigns and products deserve.