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Conversion rate optimisation (CRO) is the process of increasing the percentage of visitors to a website or landing page who take the desired action.
This could be anything from buying a product or service, signing up for a newsletter, completing a survey, or downloading an app. A successful CRO strategy can drive significant growth in a business, as it increases the number of conversions achieved from each visitor.
The first step in effective CRO is understanding the customer journey. It is important to have a clear understanding of the customer journey to identify points of friction and opportunities to optimise. This includes understanding the customer’s journey from the initial visit to the website, to making a purchase, and through post-purchase activities.
Once the customer journey is understood, the next step is to create a well-defined conversion funnel. This involves creating a series of steps that customers must take in order to complete a conversion. It is important to ensure that each step is simple and intuitive, and that there is clear guidance throughout the funnel. This helps to reduce the chance of customers dropping out of the funnel early on.
The third step is to create a testing plan. Different elements of the website or landing page can be tested to see which versions are most effective at driving conversions. This includes testing different page layouts, text, images, copy, and call-to-actions (CTAs). Testing should focus on the elements of the page that are most important in driving conversions, such as the headline, product images, and CTA button.
Once the tests have been conducted, the fourth step is to analyse the results. This involves looking at the data to see which versions of the page resulted in the highest conversion rates. It is also important to look at factors such as bounce rate and average time on page to gain an understanding of where customers are dropping out of the funnel.
The fifth step is to implement the changes based on the results. This could include changing the page layout, text, images, copy, and CTAs. It is also important to ensure that any changes made are optimised for mobile devices, as more and more customers are accessing websites and landing pages on their phones and tablets.
Finally, it is important to monitor the results and continue to optimise the page as needed. This could involve making changes to the page based on customer feedback or running further tests to identify further opportunities for improvement.
By understanding and implementing effective conversion rate optimisation techniques, businesses can significantly increase their conversions and drive growth. It is important to have a clear understanding of the customer journey, create a well-defined conversion funnel, and test and optimise the page based on the results. With a well-executed CRO strategy, businesses can achieve significant gains in conversions and revenue.