In today’s digital world, having a website is a must for any business. However, simply having one isn’t enough. To truly stand out in a crowded online landscape, businesses must focus on optimizing their website’s ability to convert visitors into customers.
Understanding what drives people to your website, what might stop them, and what really persuades visitors to act is crucial for creating an effective strategy to improve your website’s conversion rate.
The value of investing in CRO
Conversion Rate Optimisation (CRO) is a digital marketing strategy that involves analysing and improving the user experience on a website to increase the likelihood of converting visitors into customers. By investing in CRO, you can gain a deeper understanding of your audience’s needs and preferences, and tailor your website accordingly.
In the past, CRO was mostly about conducting A/B testing “would this photo or button perform better than the original” or “would this content be more effective to get more sales?”. This is, to this day, the main thinking when it comes to CRO services.
But in these times we need to dig deeper. These typical questions at the core of CRO are:
- How can we make our visitors buy more from us?
- Where and why are we losing visitors?’
- How can improve the mobile experience of my site?
- How to validate this new web design we just did before going to market?
- How to increase the return on spend from ads, to make our campaigns more effective?
The work we do from the CRO point of view takes us in many different directions so we found that the best way to understand the methodology is by going through different sections divided into qualitative methods and quantitative methods.
Qualitative methods
Knowing what motivates people to visit your website is key to attracting and retaining visitors. People visit a website because they believe it is relevant to their interests or needs, but if your website is not trusted, visitors may be hesitant to interact with it.
Trough Heuristic Analysis we check the following aspects:
- Do key pages have enough level of trust?
- Is there a clear value proposition?
- Is the visual hierarchy been established?
- Are there distractions or frictions in the design?
- Is the formatting clear enough?
Credibility-building elements are features that can help establish a website’s trustworthiness and authority. Examples include trust badges, awards, or industry affiliations.
User Testing is a great way to know if our efforts of optimising your website are pointing in the right direction by selecting a very specific audience (gender, age, location, level of income, etc) matching your target audience and asking them a series of questions that gives us relevant insights to confirm or deny our hypothesis.
Another strong qualitative method to get feedback is Customer Surveys. By asking questions about how the users interact with your website, what they find confusing or frustrating, and what they like or dislike, you can gain insights into what motivates your visitors to convert or abandon your site.
Moreover, customer surveys can be used to test hypotheses about your website. By asking questions about specific design elements, copy, or offers, you can gather data to support or refute your assumptions about what will drive conversions on your website.
Quantitative methods
A website with poor UX can be a major turn-off for visitors. Issues such as slow loading times, confusing navigation, or a cluttered design can discourage visitors from exploring the site or completing a desired action.
Trough Tech analysis, we revise if the site works on all devices (mobile and desktop)
- Does it loads and runs quickly?
- Can customers see it?
- Can customers use it?
Google Analytics can help us point out what screen resolutions are underperforming and where, so we have a hint on where to start looking
When it comes to Conversion Rate Optimisation (CRO), Google Analytics plays a critical role in analysing the data that drives the decision-making process. GA allows you to track and analyze user behavior on your website. This includes metrics such as the number of visitors, bounce rates, pages per session, average session duration, and more. By analysing this data, you can gain valuable insights into how users interact with your website and identify areas for improvement.
Mouse tracking is a powerful tool that can greatly enhance your conversion rate optimisation (CRO) plan as well. By tracking mouse movements and clicks, you can gain valuable insights into how visitors interact with your website, which can help you identify areas for improvement and optimise your site for maximum conversions.
Investing in a comprehensive Conversion Rate Optimisation (CRO) plan is essential for any business that wants to succeed in the highly competitive digital landscape.
To achieve this, both qualitative and quantitative methods are necessary. Qualitative methods such as heuristic analysis, user testing, and customer surveys provide valuable insights into what motivates your visitors to convert or abandon your site. Quantitative methods, such as Tech analysis and Google Analytics, provide data-driven insights into how users interact with your website and identify areas for improvement.
By working on a comprehensive CRO plan, businesses can gain a deeper understanding of their audience’s needs and preferences, tailor their website accordingly, and ultimately increase their conversion rates.
CRO in 2023 is a blend between optimisation and true marketing, a sort of alignment that looks to simplify the purchasing experience.
