Are you making the most of the visitors you have?
To boost sales or conversions on a badly performing website, most businesses tend to focus on increasing their number of visitors.
Instead of simply driving more and more traffic to your site, why not start by making sure you’re maximising the traffic you already have?
Is Your Website Optimised for Success?
Many websites actually have good levels of traffic, but are failing to convert their customers into sales and enquiries. There can be many reasons for this, including bad design, poor usability, technical bugs, confusing sales copy or compatibility issues with mobile devices.
If your website isn’t correctly optimised, then simply attracting more and more visitors doesn’t solve the underlying problem. Companies can invest thousands of pounds in marketing campaigns which are successful in boosting traffic, but still fail to convert into sales. It’s a classic case of putting the cart before the horse, and it’s the number one reason that many online businesses fail to achieve their potential.
Conversion Rate Optimisation is a way of maximising the effectiveness of your existing website to ensure that doesn’t happen to you.
What Is Conversion Rate Optimisation (CRO)?
Conversion Rate Optimisation is the art of identifying the issues that are causing your website to underperform, and then devising a strategy to overcome them. It’s about maximising your existing assets before you invest in costly marketing campaigns, so you can be sure that your future investments will pay off.
At drumBEAT marketing we are experts in Conversion Rate Optimisation. We combine our expertise in design, web development and digital marketing to provide a comprehensive analysis of your site, and then implement strategies to boost your website performance.
How Does The Conversion Rate Optimisation Process Work?
CRO is a systematic process of ascertaining how visitors are behaving on your website. Firstly, we track the customer journey through your site as it currently stands, looking for patterns of behaviour and potential roadblocks. This a detailed process and often includes the following:
- An in-depth look into Google Analytics and the behaviour patterns on your site.
- Heat mapping and user recording.
- User Testing.
- Demographics testing.
- Device Testing.
We then analyse the results to diagnose problems and devise potential solutions. Finally, we test the effectiveness of our proposed solutions using a powerful technique called A/B Testing.
A/B Testing – Solutions you Can Trust
A/B testing offers a way of putting our theories to the test on a small scale to prove they work before implementing them across your entire website. It’s a cost-effective way of seeing what works in practice, and involves using powerful software to make a number of variations to a specific page of your live website. Visitors are then automatically split between the original and variant pages to establish which segment converts the best.
Once the test has been completed it can be decided if the solution works and whether to make the change live permanently. This is a step-by-step process which uses a framework to establish the priority and duration of testing. It also involves discussions with the client to establish which tests they believe will have the most impact.