Why do successful companies bother with the conversion rate optimization scheme when they can change the color of their buttons once in a while and increase conversions by 34 %% !!!
Ultimately, I am sure that you have seen surprising results similar to other small changes in the case study.
But here’s one thing, you can only get those results on an unofficial page, and certainly not on a consistent basis.
Also, where do you go from there? Would you be so happy with your new conversion rate that you would leave thousands of dollars on the table and further testing?
Small improvements in conversion rates can also result in thousands of profits in reasonably sized businesses.
Changing the button color or adding a call-to-action is just the strategy – a part of the actual conversion rate optimization (CRO) scheme. CRO planning is a methodological system that will continuously improve your conversion rate, and profit. There should be one in every business.
While this may seem daunting at first, I will walk you through the 5 main phases of the CRO plan. Stay with me, I promise it’s not as scary or difficult as you might think.
Step 1: Lay the foundation and establish a baseline
At this point, I am going to assume you have nothing, although you may have done some preparatory work.
The purpose of this phase is to really see where you currently stand. This allows you to take stock of what property you have and identify areas that can be improved.
Start by gathering your conversion optimization data-choice tools and installing them on your website.
There are many analytics tools out there, and you have to decide which one you like. What you need at this level is the minimum:
A basic user analytics tool such as Google Analytics
A conversion analytics tool like KISSmetrics or Mixpanel
User interaction software (ie, heatmaps) like crazy
After you install them, take a little break and let them run for at least a few days to collect data.
Important: Having too much data is a much better problem than having insufficient data. If you decide that they are unnecessary or unnecessary in the future, it is better to start with having a little extra and having a stripping tool.
Step 2: Analyze and Identify Conversion Constraints
If you are redundant like me, this is the fun part. If not, suck it for an hour or two, dig in, and then you’ll be done.
The purpose of this step is to identify pages that have high value in your funnel. This may mean that it is a page that receives a lot of traffic, but is early in your funnel (like a blog post), or a page that receives a small but steady stream of traffic and your funnel Is late (like the checkout page)).
It depends on you how detailed you want to be here. The more you try, the better your results will be in the long run.
Lazy Option: For smaller sites in particular, it can be obvious which pages are most valuable in your funnel. If not, you can use your intuition to pick something you think are most valuable. It may work, or I will not include it here.
Strong choice: Calculate the value of a lead through each step of your funnel. While it can be complicated, you essentially have to boil down to revenue or profit per email address, per checkout page, or similar metrics.
Depending on your business, this can be very complicated, so if you can’t get the exact number, don’t be afraid to guess something. Calculate the potential value of each page over a certain recent period and rank your pages from highest to lowest order.
Now we are going to choose one of these pages. Over time, you can test as many of these pages as you want, but for the first time in a CRO plan, keep it simple and choose one.
Analyze your page
Remember step 1? This is when he stops working.
Start by looking at that page in all your personal tools. Pay special attention to metrics from your user analytics tools, such as:
Average time on page
Bounce Rate (hard and soft)
Conversion Rate (whichever stage in the funnel)
Important note: Dig into each of these matrices. Not all conversions are made equally. For example, you can see that you get a lower email signup rate from search engine visitors, but they later buy more from you in your funnel.
You want to identify the most valuable conversions and optimize them. This is the conversion rate that I am talking about here.
With your user interaction tool (heatmaps), you want to see:
Are users looking for the information they are looking for?
Are users paying attention to the most important elements (such as forms or buttons)?
Do you have unnecessary distracting information? That is, pictures that no one sees, or people scroll those people
These questions should not be limited by paying attention to your users and any observations you make about that page.