Facebook Pixel for LeadDigital

What is Conversion Rate Optimisation?

My Post - 2019-10-29T154315.044.pngConversion Rate Optimisation (CRO) is the process of optimising web pages and/or page elements to increase conversion rates.

This normally involves running A/B tests or split tests with two different versions of a page competing against each other. Traffic is divided equally between the two variants to see which version achieves the highest conversion rate, once statistical significance is reached.

That last point about statistical significance is important and it relates to the biggest mistake brands make with conversion rate optimisation.

Conversion rate optimisation is a data-driven strategy

Conversion rate optimisation is a data-driven strategy which means you need good data going into your tests and good data coming out of them.

Before you dive into testing, make sure you have the following in place:

  • In-depth conversion data: Conversion rates alone won’t help you to pinpoint what needs testing. You need in-depth data for the actions users are (or aren’t taking) on your site. Use heatmaps, events measurements in Google Analytics and tools like form analytics to pinpoint issues getting in the way of conversions.
  • Trends: With the right data coming in, you’ll start to see patterns that reveal opportunities for testing – for example, only 60% of users who start filling out your forms complete them successfully.
  • Hypotheses: For each trend, you need to come up with a hypothesis to explain what’s happening. Try not to guess; dig deeper into your data and aim to diagnose what’s causing the issue.
  • Test goals: Before you run your test, define what your goal is and pinpoint which KPI measures success – eg: increase form completion rate to 90+%.

Too many brands and marketers jump into conversion optimisation without having the right data processes in place – and this is setting yourself up for failure. Poor data delivers unreliable results and potential false negatives that could cause more harm than good to your conversion rates.

Read more

Facebook
Twitter
LinkedIn
Pinterest
Best franchise marketing

Best Digital Agency for Franchises: Top Picks for Boosting Your Business

Digital marketing has become an essential aspect of modern business, and franchises are no exception. With the rise of e-commerce and online shopping, franchises must have a robust online presence to remain competitive. However, creating and maintaining a digital marketing strategy can be challenging, especially for franchise owners who have

Read More »
smma meaning

SMMA Meaning: What Does SMMA Stand For in Digital Marketing?

Social Media Marketing Agencies (SMMAs) have become increasingly popular in recent years due to the growing importance of social media in the business world. SMMA meaning refers to companies that offer social media marketing services to businesses and individuals looking to increase their online presence. These agencies provide a range

Read More »