CRO optimize conversion

We have increased our website conversion by 55%! But wait a minute... We know where? On what pages? In what services or products? Are those the most profitable for your business?

We must contextualize this information and what we are going to try to achieve through this post is to analyze this information, offer you tools to answer these questions and how to analyze the results.

In order to delve into the CRO, we are going to start with the analysis of the typical sales funnel, but in this case, we are only going to delve into the conversion stage, why? Well, basically because we can bring a lot of traffic to our website, but really if we don't convert these users into customers, we're not really generating a profitable business.

With curiosity at the forefront and with all these questions, we are going to look for answers...

Context:

At this point, we refer to the environment, resources and predisposition that companies have to be able to analyze the CRO of their website, pointing out that this type of methodology is useful for both B2B and B2C.

What is stopping us from starting to work on the CRO?

• Lack of resources
• Initial incomplete/erroneous set up: If we are measuring conversion we must have everything well tracked and have different tools implemented that allow us to do A/B tests and with this, we can start playing 😉
• Conflict of interest between departments
• Lack of budget
• Company culture
  
  

Methodology:

A typical methodology has many different phases, and perhaps sometimes we have so many steps that it becomes very complex and tedious, which is why we at Novicell have simplified it in three. Let's talk about:

• Analysis: quantitative and qualitative analysis
• Optimization hypothesis: sources of optimization, prioritization and action plan.
• Experimentation: A/B testing, multivariate testing, content customization.

Let's go step by step and start analyzing your website:

Understand your funnel, analyze which pages you want to prioritize in your business and which of them are more likely to grow.

The objective is to search for Quick Wins that generate more business.

The most important thing in analytics is not to keep the data, but rather to cross this information, look at devices, markets, campaigns, geography, analyze where we are and where we are not converting to take actions based on data to, from there, carry out tests.

Heat maps:

In this case, we can see not only how each page performs, see where the user clicks, but also with tools such as Mouseflow where you can group your pages by groups according to your business objectives.

Recordings:

This is more of a qualitative tool, but it helps us how a user moves around your website. And what good is it for us? Because we can analyze why users haven't purchased, perhaps we have to change the organization of the page, or the user confuses an image that looks like a button, or doesn't quickly find what he's looking for and ends up leaving the site. This information is key for UX/UI teams, since this is where certain decisions will be made to make improvements to the landing page in question.

User testing:

We observed a sample of users doing specific, critical and real tasks. This type of test gives us a lot of information to identify if the structure we have proposed is the correct one and, if the objective we proposed in that action is fulfilled or, on the contrary, we must rethink the structure.

UX Review:

The UX expert performs a heuristic evaluation that provides us with valuable information and, based on their experience and knowledge of user behavior, will provide us with inputs for the improvement of our site through observations and suggestions.

So far okay? A lot of information? You can scroll up to reread the text or if you like more the video format you can access From here to the CRO seminar that we held in our offices. (Spoiler: Alberto shared with us tools to improve conversion that are brutal!)

You're the type: I prefer to keep reading... Well let's continue

Let's dive into the Optimization Hypothesis area:

We have seen, in our analysis phase, in heat maps that people click in places that do not provide value, hypotheses come into play here and when it comes to posing them, it is interesting that several people can contribute from their point of view and from there prioritize through a ranking, evaluating what it would cost us the least to optimize and the more return it would have for the business.

We have analyzed, we have met with the specialists and we have our list of hypotheses with priorities based on our business objective... it's time to experiment.

Experiments and types:

A/B testing: Within the experiments, it is the best known, it is based on a random experiment that uses two or more variants of the same page and from there we analyze the results. An example would be to place the form in the header or in the footer and evaluate which one provides us with the most leads.

Multivariate test: tests with two or more elements simultaneously to determine which combination offers the best result. In this case, we change several components such as the image, the button, the form and analyze the result.

Redirection test: Type of A/B but allows you to check separate web pages. We measure two different URLs and see which one performs best.

Customization: in this case we are not talking about experiments but about experiences, always with the objective of improving conversion, but in this case personalizing the content. An example of this can be: all users with the IP of Spain, when accessing the web, will see a different image than users who access from another country.

Tools, there are many, to name a few:

• Google Optimize
• Hubspot
• Freshmarketer
• I'M GOING
• Crazy Egg

Bonus track!

Here are some tips or questions you can ask yourself to optimize the conversion:

• Review your copies: consider whether the benefits stand out, if they solve the user's pain.
• Check your website speed
• Simplify checkout processes and/or forms: remove unnecessary fields, use numeric keyboards, communicate why you need certain information, use autofill.
• Revise 404
• Review your call to actions: test copies, colors, locations, etc.
• Make intelligent use of your FAQs
• Use product comparisons
• Consider adding multiple payment options
• Build trust: It's one of the most valuable tactics, we can add reviews, offer refunds, transparent policies, visible contact information, secure payment, are some of the ways to show how trustworthy your business is.

Conclusion:

And after we've done all this, what do we do... well, we start all over again.

All these experiments that we carry out are indeed experiments, so we have to see if they really work, test them, analyze them and start over with new inputs, hypotheses and tests.

From Novicell we can help you do a health check to begin with this analysis and implementation phase. Through a week or two of work, we will review your sales funnel, help you place recording and implementation tools on your website and offer you assistance so you can optimize the conversion.

How can we help you?

If you need more information, do not hesitate to contact us.