Your SEO’s working well. Your social and online strategies are bringing people in. Your website’s getting plenty of traffic. All seems right with the world…but guess what – it could be even better. Because Conversion Rate Optimisation (CRO) offers an invaluable opportunity.
Essentially, there’s little point investing time, money and effort to bring people to your website if they don’t do what you want when they get there. CRO can change all that by taking a scientific approach to optimising your website so visitors are ‘converted’. In fact, many of the principles it uses stem from traditional direct response marketing, and are based on tracking, testing and on-going improvement.
What do we mean by ‘conversion’? In many cases, it can be making a purchase, but it can also be signing up for emails, creating an account, completing a survey or downloading an app. CRO simply aims to increase the percentage of visitors that do whatever it is you need them to do.
In its simplest terms, CRO identifies, tests and improves the elements of your website that are preventing conversion, and the opportunities to persuade visitors to convert.
The most obvious benefit is, of course, higher conversion rates. Which means you’ll get a better ROI across all your marketing channels. But optimisation also means improving the user experience on your website. Making their journey through your website easier, more engaging and more enjoyable means they’re more likely to come back. And to recommend it to others. So you’ll reap the rewards over a longer period, too.
As we said earlier, CRO’s all about tracking, testing and improving. And at Thrive, there are various ways and methods we can do that.
A/B testing This is where we test two versions of the same page, and measure the difference in response. The elements that can be tested range from the colour of the response button to headlines, product copy, image size, layout and more.
Multivariate testing (MVT) Essentially a larger test than A/B, this means splitting your traffic to a number of versions of the same page – so you can trial several different headlines, two versions of the copy or three different images, for example. This works best when you have a large amount of traffic to give you lots of data.
Customer journey analysis With customer behaviour becoming increasingly complex, it’s vital to understand the journey they’ve taken both offline and online before making a purchase, so you can identify ‘pain points’ and make their experience easier and more enjoyable by improving navigational layouts, calls to action and other elements of your site.
Online surveys and feedback This can prove invaluable in improving every customer’s experience, and there are many ways feedback can be collected – such as the Net Promoter Score, based on a simple ‘How likely would you be to recommend us to a friend or colleague’ question.
Conversion Rate Optimisation can really make a difference to the success of your online marketing. But as every website’s different, so is every CRO campaign. So for expert CRO help, talk to Thrive.