Five Conversion Rate Optimisation tools for rapid improvement
Conversion Rate Optimisation (CRO) is the process of refining a website to reduce bounce rates, increase sales and conversions, and ultimately deliver a greater user experience.
In this beginner’s guide, we discuss the five CRO tools you can use to deliver rapid improvements across your site:
1. Google Analytics
When it comes to your website, there is no better base tool than Google Analytics to get a detailed insight into how it is performing. Using the tool, you can establish the following:
- How many people visit my website?
- Where are my visitors coming from?
- Do I need a mobile-friendly website?
- What websites send traffic to my website?
- Which of my marketing efforts are driving the most traffic to my website?
- Which pages on my website are the most popular?
- How many visitors have I converted into leads or customers?
- Where did my converting visitors come from and go to on my website?
- How can I improve my website’s speed?
The insights gained from Google Analytics can help you devise an intelligent CRO strategy to boost the site’s performance, conversions and engagement. What’s more, if you have a particular objective you want to achieve through your site, you can set up ‘goals’. Google Analytics will track your site’s progress to show how well your site is helping you achieve this goal.
2. Session recordings
Your findings from Google Analytics will likely highlight areas of improvement on your site. For example, the data might suggest that a certain mobile device has a low conversion rate.
By using session recording software, you are able to track the user journey on the site to find out what is causing this low conversion rate. You might find that the site is not mobile friendly for that device, hence why users aren’t converting.
Online polls can be used to bridge the gap between the data Google Analytics is able to collect and what your users are really thinking. These polls help you establish what is missing from your site currently, which can inform A/B testing and your overall CRO strategy.
There are a number of benefits to using online polls, including speed, cost-efficiency, accuracy and ease of use. The data collected can also be quickly analysed.
Heatmaps are an intelligent way to understand how users are interacting with your web pages. There are many different types, including:
Click and tap heatmaps
As the names suggest, click and tap heatmaps show whereabouts on your site desktop visitors click and mobile and tablet visitors tap. The maps allow you to see which areas of the page users are interacting with most, helping you to prioritise the positioning of information while also highlighting areas of improvement in on-site copy.
Only available on desktop devices, move heatmaps show where a visitor moves their mouse on the screen. This gives a very good indication of where the visitor is looking on the page, which again helps you further refine and improve the positioning and presentation of information.
Another type of heatmap is the scroll heatmap. They show how far down a webpage users are scrolling to, broken down as an exact percentage. This is useful in establishing whether your pages are too long or short or if information is being ignored, and can further inform future areas of optimization.
Creating a funnel report is an excellent way to identify the biggest barriers to conversions on your site and discover opportunities to improve the customer journey for visitors.
The key to building a great funnel is to build it backwards. Start by asking yourself: what is your biggest goal? This could be a completed checkout, for example. Create a funnel that then maps the steps a user journey takes to get to this goal e.g. Homepage > Product Pages > Cart > Checkout > Thank You Page.
You will then be able to see where the most common drop offs or friction points are. The funnel will only show people who visited the first step of the funnel created; others who joined the journey at other stages will not be included.