Conversion rate optimization (CRO) is used to increase the number of website visitors that convert to customers. CRO is a combination of technology and marketing tasks that involve setting up several variations of your webpages or landing pages in multivariate or A/B testing using CRO software tools like Optimizely, Google Website Optimizer etc. to determine which is the best design for conversion. All businesses want to be able to have a high rate of conversion meaning you want a majority of your site visitors to ultimately go from just a visitor to a customer.
The CRO checklist below will help you understand and implement an effective system for conversion rate optimization.
1.) Setting Key Performance Indicators (KPI’s) –
The KPIs will allow you to see how your business is performing based on your objectives. These will look at the visits, views and your business revenue, they will also compare the bounce rate, conversion rate and the average value of these conversion. Effect KPI’s will clearly take into consideration you business objectives and goals and convert them into measurable goals.
2.) Data Collection –
Conversion rate optimization involves a lot of data collection. You will need to gather quantitative data, which are values that can be easily measured with numbers. Quantitative data will include the bounce rate, conversion rate and average value and will include data on the users or visitors to your website. You will also gather qualitative data which cannot be easily measure with number. This data will evaluate customer behavior through a number of fields and is mostly collected from surveys.
After you have collected all the requisite data you need to properly analyze it. Your data analysis must be focused on your goal conversion rate. Consider the context you provide, tests done to increase revenue, improvements, and the value of the traffic that is being driven to your site from various sources and how to implement new tests.
3.) Hypothesis –
When create a test template for conversion rate optimization you will want to have a solid hypothesis for these tests. You need to clearly understand the problem you are trying to solve and understand how the proposed solution will positively affect your conversion rate.
When creating a design you will want to make sure it is easily accessible and easy to navigate. You also want to have a clear and effective call to action with eye catching visuals displayed to draw attention to the call to action. Make sure you are redirecting your visitors straight to where they are expecting to land from clicking the call to action.
When you are ready to test your design you will want to utilize A/B testing to see which version will bring in the highest conversion. Try not to become impatient and allow the test to run its full course. Just because it is not provided you with the expected result immediately does not mean that it will not turn around.
Deepak Wadhwani has over 20 years experience in software/wireless technologies. He has worked with Fortune 500 companies including Intuit, ESRI, Qualcomm, Sprint, Verizon, Vodafone, Nortel, Microsoft and Oracle in over 60 countries. Deepak has worked on Internet marketing projects in San Diego, Los Angeles, Orange Country, Denver, Nashville, Kansas City, New York, San Francisco and Huntsville. Deepak has been a founder of technology Startups for one of the first Cityguides, yellow pages online and web based enterprise solutions. He is an internet marketing and technology expert & co-founder for a San Diego Internet marketing company.