Published: 31 July 2017

Conversion Rate Optimisation (CRO) is a great way to look at making ongoing improvements to your website to make the most out of your digital marketing traffic.

Most of our clients are focused on driving conversions, whether that is a booking of a holiday, a quote request or a physical product, conversions are fundamental to business growth.

Basic CRO can be done by most people but I believe the key to good CRO is in the planning and analysis. Jumping straight in and running A/B tests on a hunch without understanding the web pages performance and ways to improve could lead you to a web of confusion with minimal impact.

  1. Set up Goals
    By setting up goals to track if a visitor has purchased via the website you are able to see if certain pages are key in the sales process, or if others are losing customers. It is great to see numbers, but to see conversion rates you can identify areas for improvement.
  2. Identify poor performers
    Bear in mind different page templates are often used for different, things, it could be a category page with lists of products and therefore people use this just to click through. Google analytics is free to use, it can take some time to navigate but is the main source of data
  3. Review the data by device
    Sometime you will find particular pages or templates perform less well on mobile, so when using analytics, review the page behaviour by device as well as overall.
  4. Create a list of test ideas
    Start with the poor performing pages for quick wins and keep track of what you have and haven't already tested. Include details of what you changed and how it performed.
  5. Start with high volume pages
    Try to pick the pages with higher volume of traffic as this will allow you to A/B test over a shorter time period. It can also mean a small improvement can make a bigger improvement on revenue.
  6. Focus above the fold
    Most pages will loss people the further down the page, so ensure your key messages/call to actions are clear and prominent. You can always add additional content further down the page.
  7. You won't always win
    As with the best experiments, you don't want to predict the result, the test is to help you find out answers. Ruling out what doesn't work, may help you get a step closer to what does!

Want to learn more about successful CRO? Check out our blog on simple steps to improve your CRO or watch our YouTube videos below:

What is CRO

A Beginners Guide to CRO

If you would like to learn more about CRO or would like to talk to us about assisting you with your digital CRO success story, please get in touch with us on 01233 467800 or email, we would love to hear from you!

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