Short intro to conversion rate optimization
Before starting the conversion rate optimization process, one should know a few basic things about it. Nowadays, conversion rate optimization is a crucial part of any online marketing strategy, and it consists of making the visitors of your website take an action you want them to. When using conversion rate optimization optimally, you improve the performance of the website based on insights from web analytics software and constant feedback from users.
The conversion rate optimization process is not about getting more traffic on the website, but to make the most of the existing traffic and transform visitors into loyal customers. In order to have visible and relevant results, make sure your website has a considerable amount of traffic before optimizing it. Get as much traffic (direct, organic or paid traffic) as you can and start designing the best version of your website!
With the sole purpose of crafting the best conversion rate optimization strategy, design a sales funnel and apply specific tactics to every traffic segment in each funnel phase. Keeping in mind the customer’s journey, it is easier to address them in a more familiar language, displaying personalized messages.
Benefits of using a conversion rate optimization software
Smart marketers are aware of the importance of using a conversion rate optimization tool because it comes with some really awesome benefits. CRO and marketing go hand in hand. Simply put, a well implemented and used CRO tool saves a big amount of time and money in the long run, but there are other reasons also:
Using a conversion rate optimization tool such as Omniconvert, allows you to undertake qualitative research and find out useful insights straight from your customers. With the segmented survey feature you can easily investigate the buying intentions of your visitors, the reasons they like or dislike your website and why they abandon the shopping cart.
You can use CRO tools to discover profitable segments of visitors and personalize the content for every traffic segment. Select the segmentation criteria according to your business plan and conversion rate optimization strategy:
- cookie segmentation
- UTM parameters segmentation
- traffic source segmentation
- purchase history segmentation, etc.
Measure important key performance indicators in e-commerce concerning the credibility level visitors have in your website:
- customer satisfaction index;
- visitor satisfaction index;
- net promoter score;
Your company’s profit has a direct connection to the conversion rate. So, an increase in conversion rate means an increase in profits. Also, using a conversion rate optimization software could boost the average order value and revenue per visitor.
Identify the most efficient product page, landing page and test different versions of texts, messages, and pictures without any programming skills. Having no need or help from an IT department is one of the great advantages of using a conversion rate optimization tool.
More and more online marketers include conversion rate optimization in their marketing campaigns. Keep up with them and your website will not lose the optimization race….quite the contrary.
If your website is optimized accordingly to customer needs and preferences, it is much more efficient. And having an efficient website means you can sell the products at a lower price than your competitors and provide several advantages to customers that will make you stand out and differentiate yourself (free delivery, free returns, etc.);
Recover abandoned shopping carts through on-exit incentives (you’ll be able to A/B test between different approaches: discounts related to the cart value, vouchers for future orders, email grabbing, and follow-up);
Adjust your budget spending for every channel by identifying the purchase intention for each channel.
Conversion rate optimization best practices:
In order to create and implement a conversion rate optimization strategy, design a sales funnel and follow the next steps:
Data analysis
Analyzing data from a web analytics software is the foundation of any optimization process because you cannot come up with a proper plan when you do not know the problem and what you want to solve. Use web analytics software to detect problems on the website’s main pages. Also, track the results of the marketing campaigns and see what is working and has positive results on conversions.
Surveys
As mentioned above, through surveys you can get feedback from customers. The best way to investigate the customers’ reasons to act in a certain way is to ask them directly using segmented surveys for every traffic segment. The branching logic system comes in handy when you want to display a specific question based on the previous answer. Segmented surveys prove to be useful for generating qualified leads for your business because, sometimes, you want to discover more details about customers than what you have from analyzing the on-site behavior.
A/B Testing
A/B Testing is the most commonly used technique in the conversion rate optimization process. There are several conversion rate optimization tools on the market that offer A/B Testing services, but there is no point in testing ideas without analyzing statistical data and user feedback. So, when planning an A/B Test, keep the following steps in mind:
- identify the problem
- create testing ideas
- start testing ideas
- analyze results
- implement the better version
Web Personalization
Become a relevant source of information for your visitors and customers by creating personalized content. Depending on your goals, communicate targeted messages for the audience. These messages can take the form of pop-ups, banners, landing pages, etc. When designing a personalized experience for users always keep in mind the strategy and what goals you want to reach. Otherwise, all the effort will be in vain and will lead to ineffective results.
As you can see, conversion rate optimization is not really a choice, but a necessity to survive and keep your business alive, considering the tight competition on the market. Omniconvert is a 3 in 1 conversion rate optimization tool, that integrates three crucial features: Surveys, A/B Testing, and Web Personalization. Having these three main CRO features under the same roof will help you organize the business strategy and the conversion rate optimization goals, without affecting the website page speed. Also, you do not need to have any programming skills, because there’s no coding at all: you simply insert one line in your website’s source and start playing in the super friendly dashboard.
