Conversion Rate Optimisation (CRO)

We’ll typically begin with an audit of your site, including your current/previous efforts, as well as your conversion percentages for both organic and paid traffic, and the types of conversions (e.g., leads, sales, click-to-call, etc.).

We look through your analytics data and goal conversion data to see if any percentages stand out: does the checkout page have a low conversion rate, is one type of form converting lower than others, etc.

We’ll then examine how to make improvements to these pages by modifying the layout, headings, call-to-action text, colours, as well as the overall feel and trust that a user might have in taking the desired action on that individual page.

From our initial audit, we’ll identify the pages to test first, as well as what elements on those pages to test.

We’ll come up with a hypothesis and then take actions to A/B split test items on a page and monitor/analyse how those interactions go. The more traffic hitting the testing page(s) over a week or ten days, the quicker we can formulate a conclusion and move on to another test.

We also consider popularity, revenue, and profit. If there’s one product or package that outsells all the others you offer, then we’re most likely to make changes and conduct tests on that first.

Why? You’re in business to earn profit. Yes, you might have entered into the industry to help people or for some other cause, but if your business doesn’t make any profits, then it won’t exist, and we understand that.

We’ll keep our eye on the ball.

There are lots of tools out there.

Our testing tools for conversion rate optimisation will depend on the CMS (Content Management System) or platform you are using and the type of conversions you are targeting (form fills, product checkouts, lead magnet sign-ups, etc.).

There are a few general tools at our disposal. We’ll, in general, ensure Google Analytics is set up on your website and is monitoring all of your website assets wherever they are. It’s Google, and they collect a lot of information, but their Looker Studio reporting tool (once deeply customised) can provide a wealth of information and analysis to help with conversions.

Hotjar and Crazy Egg share some similarities, offering the ability to record users interacting on your site, as well as heatmaps that show where people stop to read, where they click/tap, and how they interact on a page/website. The geek side of us loves heatmaps and screen recordings!

Google Optimize is used to perform A/B split tests and see what works in a great, intuitive panel. VWO (Visual Website Optimizer) can also be used similarly and offers some different insights. These can both be used no matter what CMS your business website uses.

If you’re running an eCommerce store on Shopify, for example, then there is an abundance of apps we can install that help with A/B split testing and other optimisations to increase conversions.

We take care of everything.

After analysing what the first elements of your website or landing pages are to optimise, we map out a plan of what is needed for you and your business. This might include specific changes to your landing or sales page, or it could consist of a complete overhaul of your offering.

Whatever we believe is the best course of action for your business and your target customer/client, we’ll take care of everything: copywriting, design, funnels, automation, testing, changes, and reporting on the analyses of the data from these changes and tests.

On product pages (or services pages), we’re going to look first at everything above the fold.

Does it have all of the different factors a page should have: trust indicators and an add to basket or CTA button? If not, then we might re-work the page entirely and analyse how it performs against the old (current) version.

If the page includes all the various factors and trust elements above the fold, we’ll then consider deploying an A/B split test on the elements one by one.

It depends.

If you’re running paid ads to a landing page and we’ve either reworked the whole page or are testing an element on it, then you can expect some data and analyses within the first few days, with a review after one week.

The same will be true if we’ve done the above for a landing page or sales/services page that attracts organic traffic from search engines, but that depends on how great your business SEO efforts are and how much traffic comes from it.

If your visitor numbers are on the lower side, then it could be that we review things once per month.

CRO projects are always priced based on the project itself, which is determined by the time it will take us and the amount of testing required.

This works out best because we both know what the measurable targets are and how things will cost.

We do.

If we’re working together on SEO, PPC, or email marketing funnels, then we’ll have already set up your ads, landing pages, or emails to be optimised for your customer avatar. We could, later down the line, work on conversion optimisation for those ads, pages and emails once we’ve established the winners from the initial phase.

It’s beneficial for us to run an optimised campaign once per year if we’re not working on a continuous project with you.

It depends on the size of your project and the number of tests we’re running.

At a minimum, we’ll talk about the conversion optimisation campaign and what’s working at least once per month, and you’ll receive a report highlighting what’s working.

If we decide differently, and your ad spend warrants it, we can meet once per week and discuss how the campaign is running and how it’s performing against the established KPIs.

There may be additional expenses for paid apps on Shopify or WordPress, as well as costs associated with using heatmaps or screen recordings from Hotjar and Crazy Egg.

That will all depend on what we talk about and what is decided when we talk about how your business can benefit from conversion rate optimisation.

However, all of this will be set out at the start of the proposal: there won’t be any surprises.

CRO can go from “Ugh, I’m not getting any leads calling me.” and “I could do with more leads.” or “we’re spending a lot of ads, we could do with more sales.” to “Wow, this optimisation thingy is really good!”

CRO can have a positive impact on the right people filling out lead gen forms, consult forms, and those who are interested in buying what you’re offering.

CRO can be part of internal team training and setup. Take a look at the Digital Marketing Consultant page to read through how you can have an expert come in and train your team at your offices.