Conversion Rate Optimization (CRO) is a constant component of Internet marketing strategy. There will always be new clients for websites that will require a good CRO strategy. CRO testing requires a structured process which, if followed, will guarantee that everything is running properly.
1, Necessary Information
It doesn’t mean gathering statistics for the sake of numbers. Certain areas must be used for the CRO strategy as opposed to others.
- The Volume of Traffic. It is that traffic going to the website which will have tests run. Knowing how many visitors have viewed the site allows us to choose what analytical tools will be required. It will also help in prioritizing those pages which will be tested. Measurements for traffic volume can come from a number of sources. Google Analytics will allow us to divide up the information by traffic type, traffic that occurs on specific landing pages, and what is the overall volume of traffic to the site. Add interfaces can also help, by measuring clicks to specific URLs.
- Pages to Consider. It can be pages by volume of traffic or even pages that are considered important to the client strategy. The overall marketing strategy can also help determine those pages that will be reviewed for performance. The overall goals of marketing and those goals assigned to the website are going to be important when it comes information for CRO. It is understood that marketing strategy will change if those goals change, and this makes revisiting the goals on a routine basis important.
- The Conversions. Conversion numbers let us know if we are reaching desired business goals. It is possible to assign values to individual types of conversions, and understanding those values helps in determining what pages are going to be tested before others and what information ought to be given priority when we conduct tests on a landing page.
- Funnel Process Knowing the post-click conversion process on our website enables us to achieve user expectations better. It also serves to minimize friction the user might feel when touching down on the landing page.
2. Data Collection
We identified where the information is going to come from in developing our CRO strategy. We are now going to be collecting the appropriate data for creating the testing structure and any testing recommendations for the landing pages. We can use the following tools to gather the statistics
- Heatmaps. This will allow us to collect figures on what the visitors will focus on as they arrive at the site. The heat maps on the website will measure user behavior accurately. Information will allow us to find out what parts of the site are most interesting, and these will help us structure our tests and determine those pages which will be the first tested.
- User Testing. User testing identifies areas for closet inspection. We can use videos of users who are navigating the site and responded to questions about what they liked, what they didn’t like, and what they would do to meet their needs.
- Feedback. The feedback used will be any initial reactions a user has when initially visiting the landing page. We concentrate on the visitor’s input of what’s being offered in the first five seconds after arrival.
- The Analytics Employed. Analytics interfaces will offer up considerable amounts of data. When it comes to website optimization, the pages per visit, time off-site, and bounce rate are going to be important. These can be reviewed either within the interface of analytics or in-page analytics. Those performance behaviors measured are going to be sufficient to allow us to set up a solid testing structure.
3. Bringing It All Together
We combine the information and data once the above is completed. This is what we will use to create a basic testing structure for our strategy. We create recommendations that we suggest being used with the strategy and begin testing once the client has shown approval.
4. Review and Analyze
There will be a final evaluation of strategy and landing page performance after the testing. The post-analysis allows us to find out whether strategy and testing structure increased performance. You can consider that to be the first cycle because all the steps mentioned above need to be performed on a regular basis. That will allow us to know if the audience responses remain and goals have not changed.
It is a given that the steps may fluctuate and change, but having the strategy in place allows you to test websites and create a solid plan of action. The clearer the picture is about the conversion rate, the better will the decisions be to modify or change it for optimal result.