Conversion rate optimization is the process of increasing the performance of your web page whether you're trying to elicit an action, acquire a lead, or generate a sale. For many marketers, the goal is to create a web page that meets their expectations. Once they reach an acceptable goal, they move on to the next thing. What you need to understand is that CRO is a constant work in progress. Here's a helpful primer to head you off in the right direction if you're just starting out with CRO.
Where Do You Start?
To get started with CRO, you have to measure how your campaign is performing right now. For example, if you're trying to get more subscribers for a lead generation page, figure out what percentage of visitors the page is converting. There are tools that you can use to such as Google Analytics, Optimizely, and Five Second Test to create your tracking and testing campaign.
The next step is to analyze your results. After looking at your metrics, go back to your page and think about what could possibly be hindering performance. Maybe your headline isn't hitting the mark if the conversion is very low. There might be activity on your page but maybe visitors are not subscribing because your subscription box is not prominent enough. You want to think about what can be possibly improved to set up a new test.
Finally, you'll want to see if the changes you made have improved performance. If it hurt performance, you will want to revert back to the previous version and try something else. If it improved performance, you want to test out another element or try beating the new version of your web page again. As you can see, the idea behind CRO and the process of implementing it is fairly simple.
Two Different Testing Techniques
The first and most basic testing technique is A/B split testing. This is basically where you only test one variable at a time while the other elements remain the same. For example, you may test two different call to action buttons or two different headlines to see which one performs better. A/B split testing is ideal if you have a quick idea you want to try out. It's perfect for testing things like website layouts and headlines.
The second and ideal technique is multivariate testing. This is a testing technique where you can test multiple elements at a time. The testing platform will give you a statistical percentage estimate of which element will perform better. The percentage becomes more accurate as the sample size increases. This is ideal for testing elements like web buttons, colors, and fonts.
Google Analytics will give you access to a multivariate testing platform, so make sure you sign up for a free account if you haven't done so.
What Should You Start Testing?
You always want to start out with testing pages that make a big difference to your bottom line. This is usually the lead generation page or the sales page. You should test engagement and other metrics on less important pages later. Here are some of the best elements to test on your page:
– Your headline copy.
– Use of video on your page.
– First paragraph of your copy.
– The CTA button and wording.
– The use of images.
– The marketing offer.
These elements have been shown to have the strongest impact on the conversion rate of your website.
Why Conversion Rate Optimization Should Be a Never Ending Journey
As mentioned earlier, CRO should be a constant work in progress. The reason why is because small improvements add up over time. Finding a better performing element may only produce a 21 percent improvement over the last one. But as you continue finding more winning elements, the results will really start to add up. A 120 percent improvement of a page that converts at 2 percent will result in a page that converts at a staggering 4.4 percent.
This allows you to do so much more with your marketing. For example, you can outbid competitors on ad platforms like Facebook and Google Adwords due to higher profitability. You can scale your campaigns due to the increased revenue. Your long-term bottom line will grow due to increased customer acquisition. The bottom line is that you need to be engaged with CRO if you want to see grow your business at a rapid pace.