Conversion Rate Optimisation (CRO)
If your sales funnel is not converting you must optimise it!
When we talk about optimising your sales funnel we mean examining each stage of the journey a customer takes when purchasing from your site or generating some kind of conversion / acquisition that you are measuring.
- Top of the Funnel: Traffic Generation
- Middle of the Funnel: The Conversion
- End of the Funnel: The Acquisition
What does CRO mean in practical terms?
Imagine your running an online advertising campaign with Google Adwords directing traffic to your website which sells car insurance quotes and gets 1000 clicks / visitors per day yet only 2 people click actually convert to buy a quote, that would mean your site has 0.2% average conversion rate. To compound matters the campaign is costing you a lot of available budget and the average lifetime customer value of those sales generated does not match the money being spent - then it's definitely time to review and optimise the conversion rate of your sales funnel.
Top of The Sales Funnel: Traffic Generation
With our conversion rate optimisation service we would examine all your traffic generation channels, optimise your Google Adwords campaigns and review your website rankings in the search results (SEO), perhaps identify new traffic generation opportunities through other channels such as social media marketing or Email Marketing campaigns.
Middle of the Funnel: The Conversion
Landing Page Optimisation
If you are going to spend money with online advertising or SEO for example to drive more visitors to purchase through your website then you must do is review your website landing pages to see they are optimised to convert sales.
When we examine the main sales landing pages of your website we look to identify possible ways to improve the conversion rate to capture your visitor’s attention, maintain their attention and direct their attention to purchase / convert. If you are running online advertising campaigns we recommend creating specific landing pages which are designed to focus user behaviour to convert into sales.
Perhaps your sales proposition is poorly defined, not very compelling or lacks some "trust" factors such as customer reviews, we can advise and fix that. Or maybe your website layout is too cluttered, or your main "Buy Now" call to action is not clear - we can review and optimise that, we can even split-test different versions to see which one works better!
A good conversion experience is one in which your visitors are compelled to pay attention and ultimately interact with your conversion goal - clicking the Call-To-Action (CTA). A bad conversion experience is one in which your visitor is compelled to abandon your website, usually in frustration and often driving them to your competitors.
When we optimise a landing page we take into consideration:
- Clean and Clear Landing Page Template Design
- Marketing on Your Landing Page, Sales Proposition, Call To Action
- Develop Trust and Consistency
- Improve Your Landing Page SEO
We can help optimise your landing pages and test different versions for better conversion.
A/B Testing and Content experimentsOften, what seems like the slightest change can make dramatic improvements to your conversion rate. Click To TweetUsing the tools at our disposal we setup experiments for each change we make to split test the results and see what is working best.
Speed testing - Faster website have higher conversion rates!
We review your site speed and seek to improve load times to improve user experience and chance of conversion. If your website is slow to load this can be considered a poor user experience and likely to negatively affect your overall conversion rate, especially if you consider users on a slower broadband or mobile phone connection. In 2010 Google also announced that site speed would have a partial impact on search ranking.
In fact, there's a wide body of research supporting clear economic benefits of improving your site performance, and clearly the slower your site is, the more you have to gain. Additionally, the higher your traffic, the larger the impact each millisecond will yield.
A few interesting case studies on the impact of website Speed Vs Conversion:
When US giant retailer Walmart discovered they were not the fastest retail site on the internet, compared to EBay, Amazon etc., they decided to optimise their website speed. As a result:
- For every 1 second of improvement they experienced up to a 2% increase in conversions
- For every 100 ms of improvement, they grew incremental revenue by up to 1%
Other giants like Amazon, Shopzilla, Yahoo, AoI and Mozilla all did the same:
- Amazon increased revenue by 1% for every 100ms of improvement (same as Walmart).
Or, to take a different viewpoint on these stats, retailing giants such as Amazon can suffer a loss of $1.6 billion from a slowdown of page load time of just a single second.
Heat Mapping and Eye-Tracking
We use a range user tracking and heat mapping tools such as Crazy Egg to record user behaviour on your website which generate heat maps that demonstrate how visitors interact with your website landing pages. This feedback can be very useful to observe behaviour and modify landing pages accordingly.
Conversion Path Analysis - Why Do Visitors Abandon My Website?
With tools such as Google Analytics and Google Tag Manager we can identify and map the flow of user behaviour between your web pages and setup goal conversions for certain behaviours we wish to measure. From this we can identify how users journey through your website sales funnel and what stage they abandon your website and why, then we look to improve it.
End of the Funnel: Customer Retention
So, you made a sale through your website from a new customer - but have you thought about how you are going to get them to come back as a repeat customer?
New sales are great, but often come at great expense through hard work or budget - on the other hand repeat sales and referral sales from happy satisfied customer are what you really want because they convert much easier and the average customer lifetime value is higher.
The problem: Prospects are converting into sales, but other after-conversion metrics, like returning visitors, additional repeat orders and email click through rates, are down.
The solution: This is where you continue to support your other sales funnel efforts by delivering good customer service, relevant news, case studies and suggestions that reinforce what a great deal or decision the customer made in purchasing or doing business with you. You could also reach out with discounts, special promotions or incentives to refer a friend.
Contact Us To Discuss Your Needs!
If you are looking for agency in Dublin or Sligo that understands and delivers Conversion Rate Optimisation - a team with real digital marketing and web development experience built over 15 years then please get in contact and let’s see how we can help you grow!