One bold statement from every conversion rate optimisation expert is — It (CRO) is data-driven.
But before you go about accessing the website data, you first need to equip your website fully for it. The initial steps of CRO are crucial for marketers to get precise Funnel, A/B test, and Heatmap results and to attain inexorable marketing success.
Breaking the conversion rate optimization test into the following 4 steps will give you better insights and gripping results.
By performing the following analysis on every page that you want to make conversions from, you can get great insights.
The Key Performance Indicators (KPIs) are used to evaluate the success rate of the product at reaching the target audience. Choosing precise key performance indicators is the most crucial part in testing. As we know that choosing KPIs vary based on the industry we are in, here is a list of often used KPIs for CRO:
To know if your website is ready for the A/B test that you are about to run, ask yourself the following questions,
There are multiple things you could test but here are some of the most prominent elements to start with:
The general rule of thumb is, the more complicated your product/service is, the longer the copy needs to be. Each situation is unique and that’s why we perform CRO.
Long form content is, in general, more than 2000 words in length and there about making a more intense and insightful read.
For example e-books, whitepapers et cetera. There are a lot of reasons why we use long form content.
Other reasons to bring in long form items into your content strategy is to give away intense blog posts, educational webinars, informative white papers, in order to show expertise over the specific topic or industry.
Short form content owns the current marketing trend. Also, we know it is easy to send small grains of content through the reader’s brain cells than sending a big chunk of content. This would explain more like Vine (six seconds) videos, infographics and so on. These type of contents are easy to process.
Both, the long form and short form contents are necessary whereas short form contents are more inclined towards engaging and connecting with the audience, whereas long form content is intended to educate and inform.
If we are asked to describe our product or service, the first instinct is to list out our product features. This might be logically right but it isn’t the ideal way for improving conversion rates. Instead, start testing different benefits that you can gain from those features.
How good your page looks is as important as what your page says to your visitors. Some of the significant design elements you must restyle and A/B test comprises of:
The more reliable your page is, the more it converts. People choose to buy or opt-in, from those they truly believe in. The poor conversion rate is usually attributed to your page not conveying a sense of trustworthiness. So think about testing the effect of elements like:
The CTAs on your page are crucial because they ask your users to take final steps. And the ultimate goal is, to send your visitors across the conversion funnel and finally convert them into your goals. Of course, none of us want to see our visitors reach the end of the funnel and leave because of a weak CTA.
Once you have fixed the design and other essentials of your page and have formed a hypothesis, it’s time to put it to the test. But before starting a test, create an outline to see if your test is viable.
Apparently, the outline isn’t necessary if you have only made few tweaks on your website or the page. But if the changes are abundant and if it affects the layout of your page, it is great need to have a visual inspection before implementing it.
Some of the things to ask yourself before imposing a new design:
And once you are sure that your new design is more compelling than the current one, go on and test it out.
Now that you have all the things ready to start A/B tests on your new design, set the statistical significance and the required sample size for it. Commence the test and don’t stop it until your design reaches two of the measures you had set.
A/B test calculator could be of great help to measure the appropriate sample size.
After the tests are done, examine the results and implement the winning version. Make it your default version and target it to your audience.
When reviewing the results, ask yourself the following questions:
From the answers, you get, either repeat the same test with an alternate version or move on to different tests.
Verdict: There is always room for improvement! Even the best version can always be tweaked to make it convert even better.
Just keep testing…
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