Your guide to increasing campaign conversions
Conversion Rate Optimisation (CRO) is the process of optimising landing pages and sponsored search ads in order to increase the conversion of visitors to leads on your website.
CRO is not about increasing traffic or developing better offers, but rather, it is about improving on-site decision making.
The first step in building an effective CRO program is goal identification – identifying metrics in relation to CRO outcomes. You can’t optimise unless you know what it is that you are optimising for!
3 Types of Goals in KPI Selection
Top Funnel Metrics are engagements metrics. Page clicks, social shares, bounce reduction and time on site increase are examples of top funnel metrics. These are to be used as indicators of your business objectives.
Mid Funnel Metrics are the qualified leads generated from your site. Number of leads created, products added to cart, newsletter sign-ups, webinar sign-ups and brochure requests are samples of this KPI. These are more a robust metric but still do not push the audience to buy a product or service.
Bottom Funnel Metrics determine the revenue or sales of your business. It is directly associated with your long term business or conversion goals. Samples of this type of goal are purchase made, average order value, revenue per visitor, and earnings per click.
Now that we know our goal or KPI, the next step is to gather data. Always gather data based on the metrics that you choose during the identification stage and then analyse the data.
Types of Data in CRO
There are two types of data required in the CRO process. You will need these to postulate a clear hypothesis to improve conversions.
Qualitative data tells you the ‘Why’. It is used to understand why something is broken in the CRO process. This non-numerical data is used to diagnose a problem during the testing phase. Samples are surveys, interviews, customer care inquiries, sales or satisfaction questions.
Quantitative data identifies the ‘What’. This numerical data tells you ‘what’ is happening during the testing phase. What is working and not working in the CRO process. Samples are analytics report, CRM data and E-commerce data.
After having analysed the data, we use the observations to develop a hypothesis for A/B testing. The hypothesis is based on the questions to the data analysis process. Knowing the solution to these questions helps to scale results.
Design variants is the next step where we create variations or designs in the A/B tests to find solutions to the hypothesis. Run the requisite split test on the page or campaign, before full implementation. With the test results you’ll be able to determine which variant of the page or campaign should be fully implemented for optimal conversions.
CRO is critical to any digital campaign since it allows you to identify and implement better landing pages and sponsored ads that increase the lead conversion on your site. This in turn lowers your customer acquisition costs while increasing your ROI.
Not sure where to start with CRO for your website?
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