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Optimisation is the principal ingredient in digital marketing, for everything from your website itself to social media traffic. Each of these categories focuses on how to best optimise your content to drive conversions – but what do you do when no one makes to the end of the sales funnel?
That’s where Conversion Rate Optimisation (CRO) comes in.
CRO is the use of analytics and user feedback to improve your website’s performance. It will help you identify where and why users don’t convert, and how to fix the issue.
The most essential part of CRO is maximizing the value of your website’s traffic, not increasing it.
First, a speedy vocabulary lesson:
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 these two parts have varying objectives and pain points.
If your website’s conversion rate is suffering, the landing page might be the culprit. The purpose of the landing page is to get visitors into 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 plug the leaks in the conversion process. For a one-step process, a landing page is the only element you need. For a multi-step conversion process, we need to go back to analytics.
The funnel visualization report in Google Analytics can be found in the Conversions section under Goals. This will demonstrate how many people are entering and exiting your funnel at each step.
Now it’s time to evaluate – where are the most people leaving? What are those pages asking of your visitor? Can you combine any of the steps? Or, should any of your pages be broken down to avoid overwhelming the audience?