What is typically involved in CRO?
For existing websites we will focus on making small amendments where required rather than a full website redesign. These may include some or all of the following:
- Optimising website content to aid the visitor in achieving their goal
- Improved site architecture and customer journey
- Aesthetical updates such as button colours and names
- Reduce required processes to achieve a conversion
- Fixing glaring errors and usability issues
Remember we are looking for very small percentage changes, even the most optimised websites will do well to achieve a 5% conversion rate. The numbers soon start to stack, an increase from 2% to 3% on site turning over 500k could see sales increase to £700k, with added visibility through social channels this soon starts to snowball.
Our approach to conversion rate optimisation
Using a range of tools and our industry knowledge through tried and tested methods we analyse and begin to understand what barriers to conversion exist. For example you may have unattractive landing pages, over complex checkout process, cluttered layouts, too much text on the page or an unclear customer journey. After our report completion we make recommendations for change and use A/B testing to validate the recommendations and find the ultimately optimised page.
What is Conversion Rate Optimisation?
Conversion optimisation is the process of getting more leads, sales, downloads, sign-ups or whatever your performance indicator is, from existing visitors to your website. Conversion Rate Optimisation (CRO) is done through making relatively small gains across your online platform (website, email marketing, social media channels, etc) with the aim to make substantial gains to your bottom line.