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Optimisation is the principal ingredient in digital marketing, for everything from your website itself to your presence in social media. Marketing in the online world mainly focuses on how to best optimise your online presence to drive conversions.
However, most of the optimisation techniques are built to bring people at the top of your sales funnel. But if most of your potential customers leave the funnel before reaching the end then your site isn’t really making much effective conversion.
That’s where Conversion Rate Optimisation (CRO) comes in.
CRO is a process to analyze user behaviours to improve the conversion rate of your site. It will help you identify the parts of your website that are downplaying your conversion rate, and how to fix the issue.
An essential part of CRO is maximizing the value of your website’s traffic, not increasing it.
First, a speedy vocabulary lesson:
To set up the goals for your Conversion Rate Optimisation plan, you first need to determine the current state of your site. In other words, you need to set goals. Before you can figure out where you want to be in terms of CRO, you first need to determine where you are currently.
Here’s what you should begin measuring:
Different types of goals, listed below, can help you track your conversions as well.
It’s essential to differentiate between optimising the conversion funnel and the landing page because they have varying objectives and pain points.
If your website’s conversion rate is suffering, your landing page might be the culprit. The purpose of the landing page is to encourage the visitors getting started with the funnel.
Create your landing page in a way that you can measure its effectiveness, so you can easily make changes to test what works and what doesn’t. Each landing page should have:
What are you best-converting landing pages doing? How is that different from what the worst are doing? Once you identify, test your theory with A/B testing. Use this as a guide for where to begin:
Something that will really help you find issues with your CRO is conducting an SEO audit. SEO audits will find UX issues that could be preventing people from finding your website and discouraging visitors from converting.
Once your funnel’s entry point has been perfected, you need to tie the loose ends. For a single-step process, a landing page is the only element you need. For a multi-stage conversion process, we need to go back to analytics.
Google Analytics funnel visualization report can be found in the Conversions section. This will demonstrate how many people are going in or out of the funnel at every step.
Now it’s time to evaluate – at what stage are the most visitors leaving? What are the elements of those pages? Can you combine some of the steps? Or, should any of the pages be broken down into several ones to avoid overwhelming the visitors?