With the increasing popularity of conversion rate optimisation (CRO) in the creative search industry, gone are the days when the main aim of a digital strategy was to get people onto your website.
This is because CRO aims to improve and fine tune the experience consumers receive once they have arrived onto a site, in order to better support your business’ goals.
However, our Head of Technical Development, Mark Probert, is keen to stress that you will need to do much more than just a quick review and analysis of your site in order to get ahead where CRO is concerned.
Read on for his expert insight into creating a CRO plan that is very likely to give you the results you want:
How important is it to research a CRO plan as opposed to jumping in with quick fixes?
To put it simply, a well thought CRO plan will save time and produce more consistent results.
When you make changes on your website based only on tips and tricks that you have read or gut feelings, the results can be very inconsistent. This is because something that works for other people may not always work for your specific audience.
You will therefore save a lot of time and get better results by slowing down initially and taking the time to create a well thought out CRO plan, based around the following five-step strategy:
- Step 1: Know your audience. Understand this by answering questions like; what are there likes and dislikes? What are they buying the most of? What is the main factor behind their choice to purchase?
- Step 2: Establish a baseline. Understand your current website performance so you can accurately measure improvements and highlight any areas of change that are required.
- Step 3: Hypothesise. Using the baseline you established in step two, investigate any further areas of possible improvement.
- Step 4: Design your test. Using all the data you have gathered about a possible problem area, you will have the information required to design a relevant test strategy.
- Step 5: Run your test. When carrying out this step, make sure to measure the success of your test against the baseline that you established back in step two.
Say Joe Bloggs has followed your five-step strategy to the tee. How important is it that they test the changes they have in mind?
CRO is all about testing and gathering data. The more you test the data you gather, the more data you will gather as a result and the better you will become at making decisions regarding your website in the future. It’s a very effective loop to work with.
What is your advice for people who have tested an aspect of their CRO plan and found that it wasn’t a success?
A well thought out CRO plan is more likely to produce positive test results because every test is designed based off data that tells you to test an area. But even a negative test is a good thing.
A negative test shows you that this particular test is not something that affects your audience. You can now use this new information to rethink your test and try again.
Is there any aspect of CRO that you feel more often than not results in a winning formula?
The most important aspect of CRO is to know your audience — gather as much data about your audience and what they want from your website.
After all, you never want a customer to have to work hard for anything, so work out what they want from your website and give it to them.
For more information about how your business could benefit from CRO, get in touch with us today!