Getting the most out of Conversion Rate Optimisation (CRO) means being able to make careful hypotheses over how a site can be improved, and how conversions can be increased. Any site and landing page can be adjusted to make it more appealing, with CRO working to find the best possible options for user satisfaction, with the overall aim of maximising sales.
To achieve this goal, CRO testing, which can involve different users receiving different versions of the same site, and measuring conversion rates, can be deployed in a number of ways to see which version works best. Using these techniques, some of the top CRO tips for 2013 include:
Use Clear A/B Testing
Always focus on having a clear set of factors in mind when you run CRO tests on a landing page, or on different pages within a large site. Make sure that you’re looking at key areas like graphic sizes, copy, or the arrangement of different forms within a page. Simple but effective changes can be used to see whether different versions of a page create higher conversion rates. Sites like Amazon rely on testing A and B versions of the same pages on an almost continual basis, which allows them to make small but important changes to their site as a whole. Knowing your way around Google Analytics, and not just random testing without a clear goal in mind, is essential to this process.
Focus on Key Demographics
It’s important to be able to combine CRO testing with SEO analysis, with the aim of better understanding what kind of demographics are arriving on a site, and which of these are the most loyal in terms of conversions. Again, make use of Google Analytics, and look at customer feedback and satisfaction surveys to see what users are looking for; this information can be used to tailor CRO tests to include new promotions and copy.
Tailor Your Copy
A major part of improving your site conversions is to tailor and optimise the copy that appears on different pages; this means having copy that is concise and able to grab users’ attention, but is also relevant to the kind of conversions that a site needs. Don’t just rely on regurgitating the same copy, but find ways of diversifying what’s on a page through testimonials, statistics, and links to guest posts.
Test Sites Yourself
In many cases, the best judge of how a site is performing will be yourself; try to see a landing page through the eyes of a user, and consider what your basic response to it is – are there parts of a site that immediately draw your attention, or do you have to spend a lot of time trawling through different pages? This approach can be complemented by getting friends and family to take a look at a site, before quizzing them on how likely they would be to make a purchase.
Focus on the Details
Remember, having a strong set of reasons for testing different variations on a site will give you an overview of what you need to change – however, you can also focus on specific details of a site that can be tweaked across different versions. Some good areas to focus on include buttons and background images, as well as whether new videos or social media feeds produce different responses.
There are cases when A/B CRO tests will produce skewed results from random traffic, and will not give an accurate representation of whether one version of a site is more effective. You can vary your sample size, and limit the amount of mistakes, which might include identical sites receiving different scores, by using A/A/B/B testing to see whether there are any repeated discrepancies between the same versions of sites.
Often neglected when it comes to running CRO tests, web forms on a site can be an important indicator as to whether users are making purchases and clicking through to store and access information. Experiment with changes to forms, whether through colour schemes and their relationship to the rest of a site, or through swapping out copy to see which is more accessible to users.
OSM would like to thank online marketer, Emily Steves who highly recommends hiring a Newcastle digital agency to improve websites. Steves can be found blogging about a variety of technology related subjects, including computer hardware, mobile apps, web development, and Social media techniques.