While you may have read about the benefits of Conversion Rate Optimisation (CRO) for years, it would appear that many marketers are still not getting in on the act.
The reasoning is sound, if you've already spent money on marketing to drive people to your site, turning more of them into paying customers will generate greater profits. Simple in principle, but in reality it’s more difficult that it first seems. Here are our tips for improving your sites by following our conversion rate optimization best practices.
The Right Tool for the Job
At Expert Market we've experimented with a number of off-the-shelf and internal testing tools. What we've learnt is, you need the tool that's right for your business, it isn't one size fits all.
One of the key considerations to make is whether your testing tool is server-side or client-side.
Client-side typically offers faster execution but can interfere with user experience as the page can be seen to flicker. Server-side tools won't interfere with user experience and work better on mobile devices. However, these do require a deeper level of integration and more technical knowledge.
Choose Your Metric
While the above example of spending a set amount on marketing and converting more customers sounds correct - it’s not that simple. If your goal is to simply generate more email subscribers then that may work but many marketers are also looking for increased return on investment (ROI).
In practise, this means you have to focus on revenue. If you drive fewer customers but increase the value of each customer, you may be better off even though your conversion rate has fallen. Deciding on the metric which encapsulates your business needs helps make sure you’re measuring what really makes a difference.
There are probably hundreds of tests you could plan but knowing how to decide which test to begin with can make a massive difference. A data-informed approach here can help you prioritize tests to have the biggest impact in the shortest amount of time.
Analyze your conversion funnel using Google Analytics to see the Funnel Visualization. There are also many other tools which can track your funnel down to individual fields as opposed to pages.
Identify the biggest friction points and look to improve these elements or delay them to later in the funnel when users are more invested in the process and more open to completing their journey.
See Your Site Through Your Customer's Eyes
Once you’ve found friction points, explore them and be sure to replicate your customers’ view. A key part of this is checking what devices and browsers people are using to interact with your site.
While browser testing tools and emulators are a great idea, your customer isn’t a virtual machine and for the most popular browsers you should download and test them on your own machine.
If you’ve got the resources to have a device testing library it’s probably the best thing to do, ask around your company to see if your colleagues have the most popular devices.
If you can’t source a device then at least check through your browser. Google Chrome allows you to do this by clicking ctrl + shift + I and then toggling Device Mode as seen below. There are a number of in-built “Devices” which will emulate the pixel size of the respective device.
After you’ve been through the steps above, the next job is to start testing. Each site is unique and no winning test is truly universal, for that reason it’s vitally important to learn about your own customers through your own testing.
We try and ensure that all our sites constantly have tests running so we can continue to learn about our users.
As a result, we’re able to make informed, efficient and profitable decisions on a regular basis. So if you’re looking for quick wins to boost your bottom line, consider improving your CRO strategy today.