“How do I generate more leads?” – You must’ve asked this question a million times before. The most common answers you get are increasing your PPC budget, putting more effort into SEO, or investing in social media. But what if you are on a limited budget or if your organic traffic growth is in a rut? This is exactly when you need to focus on Conversion Rate Optimisation (CRO).
Following are some ways in which you can start your CRO process:
Step 1 — Set up for positive outcomes
• Decide what you want – Set KPIs that can be studied at each testing cycle, guaranteeing a measurable way to track your progress.
• Pick the right tools – Analytics tools enable you to form an analysis and design strategies from the data they provide. Google Analytics and Google Tag Manager are well-known and free tools that many people use. Other recommended tools are Google Analytics, Mixpanel, Qualaroo, Optimisely, Kissmetrics, and CrazyEgg.
• Define your expectations – Be mindful of the assumptions you make when it comes to users before you carry out any tests. The expectations you define will serve to act as fundamentals for your propositions further going down the line.
Step 2 — Evaluate before acting
• Study site analytics – Analytics reporting offers you the bigger picture of how well the site is doing, with the addition of user testing reports and qualitative data.
• Get qualitative data – Use analytics tools that give you qualitative information and intend to carry out user interviews to notify about user behaviours and help you get a strong hypothesis.
• Decide what you have to optimise – Studying all the qualitative and quantitative data, you can determine the areas you need to test, and how you should go about carrying this out.
Step 3— Acquire the CRO approach
• Find the key areas to test — This process might contain high traffic pages, buttons, layouts, forms or headlines. Testing these specifics will make testing more correct and worth all the efforts.
• Collaborate with the right people — It’s extremely critical that you team up with the right team members when working through CRO. Right from engineering and marketing to sales and design, each team has some valuable insight to offer in CRO.
• Generate a testable hypothesis — Use the analytics tools to inform and evaluate how users engage with your website enabling you to form hypotheses on how to improve the experience.
Step 4—Keep on Testing
• Stay focused – Keep a systematic and logical approach, altering only one variable at a time for control and precision.
• Document every little thing – For efficacy and best practice, ensure that all stages of the testing process are documented for future references.
• Failures and wins – 82% of all tests fail, which means only 18% of testing is valid.
Right hypothesis but the wrong solution? Glad you tested it beforehand. Wrong hypothesis? Now you have eliminated one probability and can move on to the next. A preparedness to be wrong can mean long-term success.
Step 5—Implement and optimise
• No jumping to conclusions – Make sure you get enough traffic for solid test results — the smaller the project, the longer this process can take.
• Analyse the results – All insights work to notify and prioritise your backlog. They can help you to know which changes are not necessary and which are not.
• Decide on the future – Sit back, take the time to reflect, and analyse every step of the process. If this test didn’t work, find the fault — was the theory wrong, or was it connected to the nature of your testing process?
To optimise is to repeatedly reach for better outcomes, and doing this can be the difference between success and failure.
