Conversion Rate Optimisation (CRO)
What is Conversion Rate Optimisation?
Conversion Rate Optimisation (CRO) is all about maximising the number of visitors to your website who take a specific action which benefits your business. This could be anything from viewing a special offer to filling in an enquiry form to completing an ecommerce transaction; the underlying goal is to identify processes & pages with a tangible financial value and ensure they’re working as efficiently as possible.
Why invest in Conversion Rate Optimisation?
There’s no such thing as “the perfect website”, so naturally it follows that there is always room for improvement, particularly when it comes to getting visitors to take the actions you’d like them to. We can help you identify and remove these bottlenecks, delivering more customers, leads or other converting visitors to the goal pages on your site.
Because the majority of our CRO assignments are undertaken on a pay-on-performance basis (the online marketing equivalent of no win, no fee!) it’s something of a no-brainer if your website is already a significant source of revenue for your business.
What does a Conversion Rate Optimisation campaign involve?
Our initial review will take a broad look at your entire website and, in conjunction with you, we will identify pages or processes that have the most potential impact on your bottom line. Typically we will narrow down our options to the one process or page where the biggest improvement (in terms of company profits) can be seen, and identify the “conversion action” we wish to optimise.
Our next step is to provide suggestions for improvements at a very granular level: should this button be red or green? Should we show the ecommerce basket value on every page? Should we lose the main navigation once the visitor begins the checkout process? These ideas are then formalised and presented as a testing plan.
Testing can be as simple as comparing two different elements (A/B or 'split testing'), though multivariate testing is more common, with different “recipes” for a page/process being tested until the ideal combination of elements have been identified.
When we have a clear winner in terms of conversion performance Mediaworks will work with you to implement the best choices, then it’s simply a case of sitting back and watching profits grow (or identifying the next page or process for testing).
