Use Conversion Rate Optimization to Gain More Value from your Traffic
The world wide web is constantly evolving, becoming more user-friendly every day. As users grow more accustomed to exceptional experiences, businesses offering poor experiences will suffer. Have you been testing your website to fine-tune the user experience? Your competitors have, and if you want to stay competitive then you should be testing, too.
What is conversion rate optimization?
Conversion rate optimization (CRO) is the science of optimizing your website to achieve specific business goals. By optimizing your website, you can improve user experience and achieve revenue growth from existing traffic. Is your site fast, mobile friendly, secure and accessible to the visually impaired? Have you looked for points of friction in the customer journey, created hypotheses, then tested those hypotheses to determine how your audience responds? Every website that receives sufficient traffic should be testing CRO to improve performance.
What are some main technical optimizations?
- Mobile friendliness
- This can include responsive design, content differences between desktop and mobile, click to call links, font size and viewport settings.
- Page speed
- Accessibility for the visually impaired
- Some visually impaired internet users view websites using an accessibility tool. This audience is very important for businesses to keep in mind. After all, serving all potential customers, including those with disabilities, should be a priority for every company. It’s also important to note that companies can be sued under the Americans with Disabilities Act, Title III, if their websites don’t adhere to accessibility standards. In fact, there were 814 federal lawsuits in 2017 alone.
- When it comes to security, the most important aspect in 2018 is having HTTPS enabled. Google has started warning users on sites lacking HTTPS, impacting trust and conversion rates.
- Errors and bugs
- 404 errors, bugs, and other glitches are never good for the user experience. With changes constantly being made to a website, some bugs can be easy to overlook. It’s important to have a QA tester go through with a fine-toothed comb to ensure everything functions as it should, across all browsers and devices.
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Where do we look for points of friction and test opportunities?
- Content: Optimized CTA’s, value propositions and imagery.
- Forms: Making them easy to fill access and fill out.
- Site structure: Navigation and user flow.
- Overall design: Page layout, order, and structure.
- Contact options: Live chat, AI chatbots, texting, calling and emailing.
- Payment options: Apple Pay, Google Pay, cryptocurrencies, Venmo, PayPal and PayPal Credit.
- Trust factors: Testimonials, 3rd party reviews, and trust logos.
- Personalization: Showing users what they want, when they want it.
How do CRO tests work?
When creating a CRO test, we first start with a hypothesis. For example, if we change the page design, then conversions will increase. Then a mockup is created with the new design for client approval. Once the design is approved, the variation is implemented on the live site for testing. After implementation, the test is created in a split testing tool. The testing tool uses a small piece of code to split users evenly between the tested pages.
As the test runs, the tool measures how users interact with the included pages. We continuously monitor the test results, looking to reach a statistically significant result which allows us to move confidently forward in a certain direction.
Is my website right for CRO?
If you want users to take an action on your website, then you need to utilize conversion rate optimization. Every industry or vertical that uses their website to drive business needs CRO if they want to stay competitive in the maturing digital space. Lead generation sites, e-commerce sites, publisher sites and software platforms all benefit heavily from a guided CRO strategy.
When it comes to testing, traffic is essential for an accurate result. If your website doesn’t have a good amount of traffic, running tests which reach statistical significance may be difficult or impossible. If your website doesn’t have much traffic yet, consult with a user experience expert to apply best practices. Then, when the traffic starts to build, testing can begin on the website.
Are you redesigning your site or making changes to pages along the conversion funnel? Be careful! Changes should always be tested to ensure only those with a positive impact are implemented. Sometimes a site redesign looks great, but the conversion rate drops drastically. Don’t commit to changes if you don’t know how they’ll impact your conversions and revenue.
How do CRO and SEO work together to maximize traffic?
Conversion rate optimization has a synergistic effect on SEO. From technical optimizations to user experience optimization, it all works together, increasing traffic and revenue.
Google’s goal for search is to provide a positive, meaningful user experience by helping users quickly find what they want. Google can’t modify the websites it links to, but it can control how they’re ranked. By lowering the ranks of websites which provide a bad experience, and promoting websites which provide a good experience, Google search’s experience improves.
Google includes website user experience as part of their ranking algorithm, and its importance is only growing. During a recent Google Webmaster Central office-hours hangout, John Mueller said he recommends trying to get feedback from your users to see how they feel about your website and how you can adapt your site to better meet their needs. He said it’s also important for you to also be sure there are no technical errors on the site.
This is a clear acknowledgment from Google that you need to invest in your website’s user experience, so that they can provide a better experience to searchers.
CRO Testing is Good for Everyone
Ultimately, an improved experience is good for users, website traffic, and the bottom line. By creating an excellent experience, you’ll gain more advocates by giving your customers what they want, when they want it. CRO isn’t going away, so start today to stay ahead of the curve.
Are you ready to see how much CRO can boost your business?
Click the link below and head over to our CRO Value Forecast Calculator to find out just how much conversion rate optimization can impact your company’s bottom-line.
About Josh Taylor
Josh started his career at a digital agency where he became heavily involved in all aspects of digital marketing. His responsibilities included conversion rate optimization, paid media, search engine optimization, lead nurturing, web design and development. He has worked on a wide variety of projects across a broad range of industries including construction, e-commerce, events, healthcare, higher education, home services, lending, political campaigns and software.