The Key Steps to Implementing an Effective CRO Strategy
If you’re spending money on SEO and paid advertising, it’s critical that you provide visitors with a compelling, intuitive and seamless experience once they arrive on your website. If your website is difficult to navigate, customers will leave–quickly–for greener pastures. And even if you have a beautiful new website, there’s still always room for improvement to capture more customers. We firmly believe that things can always be better. That’s why we’re big believers in having a conversion rate optimization (CRO) strategy as part of your core marketing function.
Loosely defined, CRO is the process of testing and optimizing a website or webpage in order to increase the percentage of visitors who complete a defined action or conversion. An article posted on Entrepreneur discusses the basics for building an effective CRO strategy. The article starts off with a concise, yet powerful statement. “Billions of people are online but they have at least 1.6 billion websites besides yours to choose from.”
How true this is. With that in mind, here are a few tips on how to use CRO to make your site the one consumers want to choose.
Identify Conversion Activities on the Site
If you are diving into CRO for the first time, it’s best to start small. Rather than making changes to the actual sales process, identify a few micro-conversions that lead to a sale. Test your hypotheses on areas such as newsletter signups or add to cart button clicks.
Establish a Baseline
Before starting your test, you need to figure out how the site is currently performing. That way you’ll have data to ladder back to once your test is running or complete. Using Google Analytics, or whichever analytics tracking platform your business utilizes, configure goals to track conversion activity. Then, gather at least one month’s worth of data for a baseline.
Time to Hypothesize
CRO is all about developing and testing theories. In this step, think about what pain points your customers may be having in the conversion process. What changes can lead to an easier or more intuitive path? It can be as simple as changing the color on a button or as complex as multi-variation funnel progression testing with cookie-base display variations. (Don’t worry. Our CRO team can translate that for you.)
Test it Out
You’ve identified a conversion, established a baseline and proposed a theory on how to improve the conversion rate. Now it’s time to put that theory to the test. To do this, run an A/B test using a tool like Optimizely so that you can check the performance of your change next to the existing version. Run the test for as long as needed to gain statistical significance and identify a winner.
For more information on how to build an effective conversion rate optimization strategy, check out this article by Entrepreneur. If you want expert insights and help creating and executing a CRO strategy, come talk to us. Our creative digital performance team will help you take best practices and make them even better.