In this blog we explore a basic approach you can take when considering a Conversion Rate Optimisation campaign.
What is Conversion Rate Optimisation?
Conversion Rate Optimisation (CRO) even sounds complicated. Really, when broken down to its sum parts, it’s very simple. In one sentence it can be explained as: the scientific and systematic approach of improving your website performance.
Whether you are trying to increase the number of enquiries, sales or downloads, or decrease bounce rate, exit rate or unsubscribes, a Conversion Rate Optimisation strategy is designed to improve your current standing.
In this article we will discuss the broad strokes of what is involved in a CRO campaign.
The first step is to establish your current position. If you don’t know where you are, you can’t improve. Some key questions to consider:
- How are you driving people to your website?
- Do they come direct, do they search or are they largely coming from paid search i.e. advertising?
- Who are they?
- Are your visitors homogeneous or do they have different characteristics?
- Do you know how long it takes for a customer to purchase a product?
Establishing your customer persona’s and understanding their requirements will help you understand their motives thus increase your chance of converting them to customers.
It is imperative you know your current position to ensure you are tracking the right data for your customer segment. Make sure you:
- Understand your customer journey
- Create a goal plan for each page
- Set realistic targets
This will help you and your team identify the weakest elements of your online performance that need attending to in order to ensure you hit target.
Often there will be a long list of changes you will want to make to your website. Based on your goals and objectives, and analysis of the data you collect, you can begin to prioritise the highest impact changes you need to make to improve your website. The 3 key criteria we recommend are:
- Time – how long will it take to complete the change?
- Impact – how much of an impact can you expect the changes make?
- Resources – do you have the capabilities available to make the changes suggested?