Essentially CRO is about getting to know your visitors better.Then giving them what they want, reducing their doubts and making the experience online with your site as smooth as possible
For those that like it top level, it’s as simple as this…
Step 1 - We get to know your Business
Step 2 - We get to know your visitors
Step 3 - We give them more of what they want
Step 4 - We Test, Measure, Improve and Repeat
Okay, so there is a little bit more to it than that!For those that like the detail read on, for those that are ready to talk call +61 2 8404 9420 or those that are ready to find out more...
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Gone are the days where just "gut" guides website design decisions.
With the wealth of rich qualitative and quantitative data available we help you make strategic decisions to achieve business outcomes and most importantly make you more profit.
Understand the business, determining business objectives and deciding which metric(s) we want to increase.
Like any project we must first understand your business, how you work, your target market, how you sell, what you have tried before, what has and hasn’t worked and determine the business objectives.
By understanding this we can then decide/agree with the you which metric(s) we want to increase or decrease.
We would conduct competitive analysis and take a sneaky peak at your competitors, what are their strong or weak points, what would make our offer better than theirs or different.
Understand the customer and developing buyer personas
The advantage of having buyer personas crafted is that clearly defining your target customer (or customers) allows us to identify sources of friction in the current buying process and guide recommendations we will make later in terms of design, copy, user tests etc.
The goal of this workshop is to ensure that moving forward prospective buyers receive the information and messages that will be most persuasive to their personal situations and motivate them to take action or buy.
Data gathering, set up relevant tracking software and wait for the data to come in.
Before we do anything else or touch a line of code or design it is time to gather/analyse the data about the site. By using data we KNOW what is happening, not guess or take the CEO’s word for it – everyone has their own bias’.
We install our own tracking tools and it’s important to note that we conduct a Google Analtyics health check to ensure the data does not lead us astray if set up incorrectly (this is a very common problem).
Site walkthrough - pretend we are the customer
Put simply we conduct a site walk through, the goal is to get a feel for the site and how it flows, find out where things are and any identify any functionality and how it performs. We need to understand the user experience and identify any bugs across browsers or devices.
We conduct a heuristic analysis of the site In particular paying attention to first impression (design) the value proposition, the copy, call to actions, notice if there are any distractions or friction in the user experience. Do we really understand what this site/this business is about – is it clear to the visitor where they are, what they can do here and why they should do it. Is there a good offer, do they feel a sense of urgency or have motivation to engage.
At this stage we are just taking notes if anything pops out – i.e. we identify apparent or perceived problems but don’t attempt to solve them yet.
Insight phase: Analyse Qualitative and Quantitative data, identify patterns, draw early conclusions.
Once we have enough data we would analyse the data and see if we can identify patterns, obvious blockages, drop offs or conversion issues, we look at things like where they are coming from (traffic sources), conversion rate per browser, per device, exit pages, high volume landing pages with high bounce rates, conversion funnels for flow, site search info, site speed tests etc.
We would look at heat maps and see what stands out on the key pages – is this/should this be the main focus of the page, develop site polls and general surveys and we may look at chat transcripts or conduct phone interviews our self.
Essentially we want to further develop buyer personas, and understand who we are selling to, what did they buy, what matters to them, who else they looked at, what doubts or hesitations did they have, were there any questions that weren’t answered on the site, what made them buy eventually and anything that can be improved.
We now have a full conversion research report with the following items completed:
Based on all of the research we know alot more about you, the customers, where the site is leaking money, problems in the sales funnel and have developed a deeper customer theory than we initially had. Your research report will contain
- Buyer Persona(s)/Customer Journeys
- Google Analytics health check
- Web analytics analysis
- Device & cross-browser testing / speed analysis
- Heuristic analysis/ Usability analysis
- Customer surveys / Web / exit surveys/polls
- Heat Maps/Scroll map data
- Other qualitative research items – interviews, chat transcripts etc
- Mouse tracking analysis + user session video replays
- User testing
Hypothesis and Design. Based on the hypotheses we develop wireframes for treatments.
So now combining our heuristic analysis and the data we would note if there are any mismatches or confirmation of hypothisis and draw some early conclusions on how we could improve areas of the site.
We develop a test plan and rank the hypotheses based on their potential and ease of implementation. This determines which ones we’d test first. We are looking for some early and hopefully big wins for you, but ultimately everything should be tested.
Finally we get to design. Based on the hypotheses developed we would develop wireframes for treatments for key pages.
Wireframes are mainly used as a communication and planning tool and will be passed on to a designer who will turn them into design screens (alternative layouts / content for pages).
Technical Integration and Testing
This is a necessary evil – new design screens need to be integrated onto the website. If the changes are minimal, this can also be done via the testing tool itself.
We do proper controlled a/b testing and run every test until statistical significance.
The amount of tests we can run is simply determined by your volume of traffic and budget.
Learn, improve and repeat
We analyse the test results, gain new insights and develop new hypotheses. With each test our customer theory should improve, even “failed tests” are a source for learning, gaining new insights and developing new hypotheses.
Each month we bring back the results to you for review, collaboration is a key part of any conversion optimisation campaign. It allows for sharing of knowledge and insights in both directions helping our partnership succeed by leveraging wins and understanding losses. Winning experiments can also be tested by you in other marketing funnels.
Testing and reporting is not the end. Every win will be executed live on the site so you get the gains forever and every loss can be learned from.
Repeating this process month on month helps us to continually evolve your site, unlocking its full potential, give your customers more of what they need and ultimately growing your profit and business.
Generate a Minimum of 15% more Revenue in the next 90 days
Fill in the form below or call us on +61 2 8404 9420. Let’s have a chat about how to improve your site so it is converting at maximum effectiveness.