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CONVERSION RATE OPTIMISATION

The Conversion Rate Optimisation Process

Discovery Stage

Every eCommerce business is different. The first thing our in-house CRO specialists strive to understand is what your goals for conversion are—what are the desired actions that you want your users to take? Some things are a given, such as making a sale and collecting customer feedback. Other things might be to persuade users to sign up for your newsletter or place items on a wish list or click to play a video. Whatever the action might be, we will consult and collaborate extensively with you to understand your CRO criteria, to ensure that our CRO strategy is right for your business.

User Data Collection

We use powerful CRO tools that enable us to gather data on user behaviour and engagement, such as navigation mapping and click tracking. We use heat maps, live session recording, conversion funnels, form analysis and feedback polls to help better understand user experiences. For example, our CRO specialists are able to see where on particular pages your users are hovering and clicking. This provides data on popular content and potential difficulties in navigation or can highlight where users are struggling to find information.

User Data Analysis

Compiled data is analysed to provide insights into what your users want and care about, as well where there’s friction in their journey, enabling us to offer more intuitive UX. Simplifying a webpage section or shopping basket might improve UX. Taking elements away to declutter a page can help focus users on the action that you want them to take. Similarly, clearer signposting will help users navigate. When the data has been analysed for UX issues our CRO specialists can then make informed judgments about what action to take—to make hypotheses. It’s important to form hypotheses that can then be tested, providing positive or negative results.

Hypothesis Testing

The simplest way to understand what is and isn’t working for CRO is A/B testing. This kind of split testing optimises conversion based on the quantitative data collected (qualitative user feedback is really valuable too!). A/B testing is a simple concept: take two versions of the same web page, with a slightly different element, send half of your users to one page and the other half to the other page, whichever page performs best is kept. A typical A/B test might involve a different font size or colour of a button, or the positioning of a call-to-action. Something as simple as that can impact conversion.

Review

The CRO review process goal is to determine whether a hypothesis was correct or not. When a hypothesis is correct and conversion was increased, the response is straight forward, the successful design can be implemented. If the hypothesis proves incorrect, which is just as valuable to the CRO process as positive testing, our CRO specialists take what has been learned from the failed test to inform future testing. CRO is an ongoing process that is constantly looking for ways to improve UX. The methodical, scientific approach is the only way to be sure what optimisation works and what doesn’t, taking the guesswork out of the optimisation process, enabling our eCommerce CRO services to make a significant difference to your business’s bottom line.