In scenarios where none of your marketing strategies seem to make a difference and you can’t put your finger on what’s not working, a CRO audit can help you spot weak points and marketing opportunities.
Moreover, a complete conversion and retention audit can help you focus your marketing initiatives for maximum impact by uncovering the factors that can move the needle.
When is it a good idea to perform an audit? When the performance of your webshop is plateauing despite all your efforts, and you’re not sure what to do next.
If you’re dealing with a similar challenge at the moment, you might find AliveCor’s success story inspiring!
The background story & the pain points
AliveCor is the market leader in FDA-cleared mobile electrocardiogram (ECG/EKG) technology.
Named as one of the most innovative companies in the health industry in 2017, they sell products that use machine learning for early disease discovery and prevention. Through its devices, AliveCor connects patients and clinicians anytime, anywhere.
Throughout the years, their business has expanded and so did their website and marketing channels.
When they reached out to us, they had the following challenges:
- They had been changing various aspects of their online store based on gut feeling, with limited data insights. As a result, they weren’t sure if those changes had a positive impact on performance.
- Because of all these changes, the user flows had suffered numerous modifications as well, and the user journeys were confusing.
- AliveCor’s business had scaled up, and they weren’t sure anymore who their ideal customer was.
- They also didn’t know where their biggest growth opportunities lied.
- They wanted to improve the performance of their online shop, but didn’t know where to start.
We therefore started our collaboration with two main goals:
- Identify the areas to focus on based on marketing opportunities and weaknesses
- Optimize the user journeys and conversion rates through data-driven decisions
Weak spots and marketing opportunities revealed by the CRO audit
We began by auditing the online store from both a qualitative and a quantitative perspective. This involved an analytics account scan, a technical scan, behavioral analysis, and in-depth user and customer research.
After gathering all the insights, we compiled a comprehensive list of improvement suggestions and testing hypotheses. The insights acquired were a driving force not only for the testing strategy but also for AliveCor’s business strategy as a whole.
“I think that if we didn’t have the testing option, we would just be monitoring Analytics and changing the website without verifying.”━ Jordan Cram, Manager of Media & Analytics
The qualitative research showed that more than 40% of the users weren’t finding enough information on the website.
In terms of acquisition channels, 50% of their visitors were referred by physicians.
While analyzing the reasons to buy and barriers, we discovered that most of the cart abandoners were concerned about AliveCor’s device compatibility. Also, a big percentage of the visitors were buying the products for somebody else.
Insights gained from the quantitative analysis showed that the 75% bouncing visitors were browsing the website on mobile devices.
The reasons behind this high bounce rate were copy inconsistencies on the landing pages and slow page-loading times. Furthermore, some browser incompatibilities were also negatively affecting the conversion rate.
The segment of visitors spending more than 180 seconds on the website had the highest conversion rate and transaction percentage. We therefore knew that we had to keep the users engaged for longer.
The technical scan revealed the root causes of the slow page loading times and offered solutions for restructuring the pages. This led to an improved overall performance and SE rankings.
During the behavioral analysis, we discovered a reduced scroll depth on the homepage that made content below the fold invisible to most visitors.
The elements that drew visitors’ attention were hardly visible, and the interaction rate with the homepage was low due to a lack of attractive CTAs.
Finally, our initial assessment revealed drastic UX changes implemented on the homepage throughout the years without sufficient data to support them. These changes were one of the factors behind the confusing brand image and message.
These findings were enough to give us direction in drafting an optimization plan and growth strategy. We knew where the marketing opportunities were hidden and what the team had to focus on for quick wins and long-term growth.
Our CRO audit process
The CRO audit starts with cleaning up the data, to make sure that all the numbers are accurate and you are tracking your conversion funnel correctly. If issues are found, the data analyst investigates them further and comes up with suggestions for fixing the tracking.
Then, the data analyst digs into the data to find valuable insights with impact on the short- and long-term business growth.
These insights are meant to guide our optimization strategy, while giving us a better understanding of your business, audience and channels performance.
Together with the data health check, we look at the technical aspects that could affect the user experience and conversion rates. Issues like slow loading pages are common causes of low conversions.
The third step implies collecting user and customer feedback that reflects their perception of different aspects of your business, from the website navigation and user experience to customer service and delivery performance.
In parallel with running NPS surveys, we track the user behavior through heatmaps and screen recordings, focusing on the pages with higher drop-off rates or with high traffic but low conversions.
The CRO audit gives us a clear understanding of what’s working and what’s not, and provides:
- Ideas for a better UX/UI experience
- Better audience targeting ideas
- Personalization and A/B testing ideas
- Customer retention ideas
- Hidden marketing opportunities
- Potential quick wins
How effective is this approach? The numbers from our collaboration with AliveCor speak for themselves!
The results: 33% increase in CR, 35% more revenue/visitor
The collaboration with AliveCor is an example of conversion optimization done right: after more than 200 ideas and 38% winning tests, we managed to improve their key metrics across the most important pages.
Here’s a breakdown of the main improvements:
- Overall 33% increase in conversion rate
- Overall up to 35% increase in revenue/visitor
Per website area, the numbers looked as follows:
- Product conversions on the How it works page: +5.5% in CR, +63% for the Buy now CTA
- Cart and checkout pages: +21% conversions, +5% revenue/visitor
- Homepage: +8.44% CR, +23% revenue/visitor, +13% AOV
- Technical improvements based on the most used devices: +9.77% CR, +11% revenue/visitor
These results were achieved through a combination of A/B tests, surveys, UX and copy improvements.
But the key to solving the AliveCor challenges was understanding their struggles and their customers, getting the big picture of their business and webshop, and then diving into the numbers and key metrics that influenced their growth.
If you have a similar challenge, we’d be glad to help! You can book a CRO audit below.
Further marketing opportunities found through a retention audit
In most cases, we combine the CRO audit with a comprehensive retention audit. During this initiative, we analyze how healthy your retention rate is and how satisfied customers are with your products.
The insights and tactics resulting from these two audits form the basis of our growth strategy, whose final purpose is to improve not only the conversion rate, but also the retention rate and Customer Lifetime Value.
During the retention audit, we look at the factors with the biggest impact on e-commerce growth. Our goal is to identify new marketing opportunities and to give a clear direction to the marketing and business strategy.
To make sure our recommendations have maximum impact, we start with the areas that are most often misunderstood or overlooked:
This ensures that we’re tackling the weak spots in a strategic manner, and that our clients’ focus their marketing efforts on the areas with the biggest impact.
You can see an example of a CLV analysis here.
If you are looking for a partner to assist you in the CRO adventure, we’d be glad to help! You can book an intro call below: