Conversion rate optimization is the process for increasing the number of people that convert on your website. A conversion is defined as a site visitor taking the desired action on your site. This could be that they call you, fill out a form and become a lead, make a purchase or any number of other goals you may have for that visitor.
CRO is about improving the decision process with traffic and assets that you already have. By analyzing both quantitative and qualitative data, we define areas for opportunity.
Some of the analyses that we use to improve conversions rely on:
- Info about your typical customer
- Funnel analysis
- Personalization
- User surveys
- Scroll tracking
- Web analytics (Google Analytics)
- Eye tracking
- Split testing
- Advanced segments
- More
Conversion rate optimization enables us to learn truly valuable information about how people interact with your website and offers and how to make improvements to keep your company growing.
Some common areas that our clients seek to improve are:
- Revenue per visitor
- Leads acquired
- Purchases made onsite
- Click through rate
- Lift %
- Average order value
- Lowered bounce rate
- Earnings per click
- More
The process is complex, analytical and ongoing. The process for optimization and testing is as follows:
- Identify goals
- Gather data
- Analyze data
- Create hypothesis
- Design variants
- Implement tech
- Test
- Analyze results
This process is followed with no bias or assumptions regarding outcome. We work strictly with what the data tells us, so we get actionable insights.
We have certified data analysts on staff to ensure that the process is followed exactly and that the results are genuine.
Key progress indicators, or KPIs, are established for each level of your marketing funnel. The top of the funnel is where people become aware of you and your company, the middle funnel is where they evaluate you as a viable solution and the bottom of funnel is where they purchase.
The metrics for each stage of the funnel are typically:
Top of funnel:
- Page clicks
- Social shares
- Bounce reduction
- Time on site increased
Middle of funnel:
- Leads generated
- Product added to cart (ecommerce sites)
- Newsletter sign ups (if applicable)
- Webinar sign ups (if applicable)
- Brochure request
Bottom of funnel:
- Purchases made
- Average order value
- Revenue per visitor
- Earnings per click
In order to fully understand the average site visitor and how they interact with your site so that we can best learn how to move them through the funnel we may choose to use technical tools. As an example: session recordings and/or other tracking tools show us exactly where your visitors go and even where their mouse travels while on your site.
There are many tools that we can use to help us aggregate data so that we can get the full story of where your site is doing well, and where disconnects occur. Successes are built upon and disconnects are improved upon.
Once we have decided on the tests to be done, we will often use iterative tests (small changes over time rather than radical redesigns) to act upon our findings.
If this sounds like it’s extremely complicated and complex – it is.
This page outlines a fraction of what is entailed in conversion rate optimization. This is not a standard part of our SEO services, but we make this available to all companies regardless of whether they are our SEO clients or not. The pricing for conversion rate optimization is by custom quote as there are many variables to be considered. Call us for a consultation and quote.
