With all the information you gather, you can update your site. Position your brand on the market. Strengthen your brand with a sharp design, effective copy, and higher conversion rates. Spend less. To increase traffic, you need to invest more money in your campaigns.
Continue growing. The right CRO approach can bring sustainable, repeatable, and consistent increases. If you have the budget, do both for maximum benefit and growth. However, we are not going to leave you hanging.
Here are some good rules of thumb that you should consider:. Why is that? As you see in the steps we outlined above, conducting split testing AB testing is a critical step to determine if your new website designs increase conversion rates or not. With less than conversions a month, you will not be able to conduct an effective split testing program.
Every month you do not focus on CRO, you are leaving money on the table. It is money that will never come back. As I wrote this article with the different recommendations, one of our junior staff members came to ask me if the recommendations above are correct or not. I told him, yes these are the recommendations we have been giving companies for over 10 years.
Does my recommendation mean that if you have less than conversions per month, you should never consider CRO? No, you can still do CRO. However, you must understand that you will not be able to run AB testing at a fast scale. Most of your testing will be done to optimize micro conversions. That is not necessarily a bad thing. But, you must have the right mindset. These are the five main reasons many online companies do not focus on increasing their conversions:.
Increasing website traffic is easier than increasing website conversion rates: To increase your offline sales, you train your staff, re-organize the store, run incentives, and conduct customer surveys. In contrast, it is a lot easier to increase your PPC campaign budget or daily spend; thus increasing the traffic to your site.
Setting up paid campaigns requires little effort for most companies. Converting the new traffic these campaigns bring is much more challenging and requires a person or team to put together all the pieces.
Many companies failed at conversion optimization: We see it all the time. Companies launch a new conversion rate program hoping to increase their online revenue.
They jump into testing right away. They do NOT follow a methodology in optimization. They randomly select pages to test, randomly test elements on these pages, and do not analyze the results of their testing program. A few months later, after a few failed experiments, they shut down the program. If you think about it, there is not a problem with optimization in this scenario.
There is a problem with the way these companies approach conversion optimization. Random marketing does not work in any campaign.
Good results require consistent and repeatable methodology. It requires you to focus on human behavior on your website, which is not an easy task. Many companies shy away from addressing this problem. However, would you stop doing something you know can help your business just because you think it is complex? Increasing conversion rates requires commitment : Just like any other type of marketing program, conversion optimization is a long-term commitment.
CRO is not a light switch you turn on and off. Many companies fear pursuing a new activity unknown to them, but, ultimately, this is a numbers game. It is about calculating how much money CRO will require you to invest and what return you should expect. The Ego problem: CRO gives your visitors a voice in the design process of your website. The more analysis and testing you conduct, the larger the voice of the visitor will be on your website.
That is a good thing. Well, most of the time. When used correctly, conversion rate analysis can reveal which channels are most effective for promoting a particular app, helping an advertiser to determine the effectiveness of their copy and use it to guide strategic decisions. You can use this research to compare these figures with the performance of your in-house advertising campaigns across a selection of channels and advertisers.
Adjust offers several solutions to help businesses measure and compare campaign conversion rates effectively. Adjust also helps businesses to integrate event tracking into their mobile apps. This helps marketers and advertisers track actions — such as account registrations — which can be contrasted with the overall performance of an advertising campaign.
All rights reserved. Request a demo. The Adjust Mobile Measurement Glossary Welcome to Adjust's Mobile Marketing Glossary, where you'll find everything you need to know for a successful mobile ad campaign, and beyond. Glossary Conversion Rate. Imagine you have two headlines for your new landing page. Half of the team members think headline A will perform better and the other half thinks B is more powerful. At the end of the test, you can measure the conversion rates and see which headline brings the best results.
Then you can comfortably double down your marketing efforts with the winner version. It might sound like you'll do heavy coding and mess around with technical stuff. But not at all. There are a variety of drag and drop tools that are super easy to use and don't require a single line of coding. You can check our 14 point landing page checklist to learn more about the strategies we use to increase our conversions.
Also, you can read this value proposition guide to how to write a great one. We made it easy with templates and canvasses. This is what most marketers are trying to achieve by filling persona sheets. But let's face it, these buyer personas are a product of market research and gut-feeling. It's a great opportunity to validate your personas or reiterate them.
You can reflect your learnings to improve your content, sales, marketing or any part of your company, from sales presentations to social media presence. You might feel like you don't need conversion rate optimization when something is already converting well. But when you do your next campaign, you might unintentionally remove the parts that are working. However, when you do CRO, you'll know what you're doing and can iterate what's already working and increase your conversions.
Whether you're the business owner or marketing manager, this responsibility could put a lot of weight on your shoulders. And you don't have to make this hard decision alone. It can reduce the risk and tension at the same time.
To fix a problem, you need to find a problem. That's why everything starts with deep-dive CRO research, so you can create a hypothesis and run experiments to increase efficiency. In this section, you'll wear your analyst glasses and learn how to investigate to come up with a meaningful conversion-rate optimization strategy. There are two types of research methods and they're equally important.
They exist because of each other. Quantitative research can tell you "where the problem is" meanwhile, qualitative research can tell you "what the problem is. Data is information about quantities, It is expressed in numbers and graphs. Therefore it is measurable and used to test or confirm theories and assumptions.
Data is descriptive. This data can be observed and measured but it's not about hard numbers. In the CRO world, it's more about behaviors. Your Google analytics can tell you that visitors have a high exit rate on your pricing page. Your session recording tool can show you how visitors behave on the pricing page and can help you to understand the reason.
As you see, two methods are assisting each other to find and fix problems. Quantitative research brings up the major issues in the bigger picture. Now we'll give you real-life examples to make it more vivid.
So you can see how little changes can make vast differences. We picked these case studies from different industries and business models. These four examples will give you some ideas on how to increase your conversion rate. In most cases, a human element can increase engagement and conversions. Because we tend to reflect the feelings when we see an image or video. So if we see a happy person, it could evoke happiness and trust in us.
It happens in seconds and automatically. Here 37Signals Now it's Basecamp tried different landing pages but didn't get the results they wanted. Eventually, they decided to show a smiling picture of a woman to make the page warmer and inviting.
Now that's a radical change from a crowded page to another format. And Well, they didn't. They tested the page with different people and smiles. You see, there is always a room for improvement in CRO. Customers were upgrading the product after the initial buy. After research, they found that the buyers were frustrated because they realized the product they bought didn't match their needs.
This was affecting both customer happiness and sales. So they made some changes in the product sales funnel. But this example will open your eyes to other possibilities and show you the process of CRO. After analytics check-up, CRO experts say that a specific product page had lower conversions rates than other product pages. So after this quantitative finding, they implemented some heatmaps, sessions recording tools to the page.
And they realized that users gave up in the size chart section. Then they saw a roadblock; the size chart was the US only. People like to see big numbers to understand the importance of CRO. So it's hard to find a study case about micro-conversions. So we'll improvise here to show why micro conversions are as crucial as their macro relatives.
Let's say you're selling a B2B service. You need to show your expertise, prove that you know the job, and show that you worked with big brands who were happy with you. So it could be a long nurture journey. We know it because that's what we're doing with every piece of content we publish. Well, It's not just a piece of content, it can take weeks to create one quality piece. It's an investment. It's part of our sales funnel.
If we can understand why the bounce rate is high and fix it, we can nurture our prospects then open the floodgates for macro conversions. CRO Experts visited the page and saw it took 3 seconds to open it. Then they found out the page had too many high-res images the image size should be under kb. I believe all the pieces you saw started to come together with these examples.
Now, you have some ideas about where to look and how to approach problems. To lay what you learned into a strong foundation and consolidate every piece, we'll share the 6-step framework we follow.
But before you apply the framework, you should know the difference between tactical and strategical CRO. Tactical CRO is using best practices, shortcuts and competitors' research for short-term wins. You can try doing tactical CRO by yourself and still can get good results. We'll share our five best practice at the end of this book. But keep in mind, these are best practices and they don't work for every company. Because it deserves special attention and a dedicated team.
Here are the required people and skills needed:. You can't sell if you don't know who you are selling to. You need to know how they talk, so you can speak their language.
You need to know what they like, so you can design your page according to things they like. You need to know what they don't like, so you can avoid doing the things they don't like. You already know. The research is the beginning of everything. You also know the quantitative and qualitative CRO tools that you can use. As you gather more data, you'll start to see similarities and patterns.
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