What is conversion rate optimisation (and how do I do it)?

What is Conversion Rate Optimisation?

Is CRO worth my time and money?

So where do you start with CRO?

1. You’ll need to identify customer journeys. What is it that you want your customers to do and what ‘journey’ do they take interacting with your website to reach this goal.
2. Install Google Analytics, Install a heatmap software (like Hotjar) and monitor that customer journey. Use a general overview to see on what pages people are dropping out.
   
   Using Hotjar (or other Heatmap and customer recording software like Mouseflow) watch how your visitors are interacting with the website – Are they clicking where you expect? Can you see any drop in confidence (delay in clicking, or erratic mouse movement? Is it at a certain step of your journey that is confusing?
3. Involve your creative teams, marketing teams and even your customers. Nothing can give you a clearer view of what to improve and how
4. Speaking directly with a number of your customers.
5. Remember that it’s those that never made it to be customers (those that left the website too early in the process) that are the problem in the first place so go that extra step further and speak to random members of the demographic your site is aimed at (use Surveys, UX testing etc).
6. Remember that challenging the status quo is what CRO is all about and only to stop once the spend to achieve no longer is worth the reward.
7. If you can you should follow an A/B testing method where you only show your improvement to 50% of your visitors over a set period and compare the results and conversion between the on-going before and after. This way you get a fair set of results unaffected by marketing campaigns, time of year or stage of pandemic.

Don’t make the common mistakes with CRO

Start with the idea that you’re wrong and ask your potential customers.

Still confused, or don’t know where to start with your own journey?