1. Define key conversion actions.
It is essential to identify the desired outcome and respective conversion action as each business will have different goals in mind. This could be anything from a sale, sign-up or download. To accurately define crucial conversion actions, businesses should analyze their website journey and the current user behavior to understand the motivations that drive the customer journey.
2. Focus on priority pages.
Businesses should identify key pages that are necessary for achieving the desired conversion action and analyze their performance on those specific pages. This could include looking at content relevancy, user experience, call-to-actions, navigation and visuals to ensure that they have a positive impact on the overall conversion rate.
3. Understand user behavior.
It is important to look into how visitors interact with your website or app by analyzing data such as time spent on each page, bounce rates or click through rates to gain insights into their behavior and preferences. Additionally businesses can track any changes in behavior over time to detect potential areas of improvement and make adjustments accordingly.
4. Gather voice-of-the-customer insights.
To really understand user behavior, customer feedback is key. By collecting and analyzing user reviews and surveys on the website or through social media businesses can gain a better understanding of what appeals to them in terms of content, visuals, features and more. They can then use this information to optimize their website accordingly.
5. Identify quick wins.
By looking at page performance data businesses should identify areas where they can make improvements with minimal effort as well as those that require more time and resources to be successful. This can include anything from making changes to page layout, design or functionality which may have a positive impact on conversions.
6. Form a conversion hypothesis.
Once quick wins have been identified, businesses should form a hypothesis on how to increase their conversion rate. They should analyze the data they’ve gathered and adjust their website accordingly in order to test whether or not their hypothesis is correct.
7. Run A/B tests.
Businesses can then use A/B testing tools such as Google Optimize to compare the performance of two different versions of the same page against each other before settling on one that has the highest success rate. This helps them determine which design layouts and features are most successful at driving conversions so they can make further changes based on this.
8. Put your learnings into practice.
Finally, businesses should apply the learnings from their A/B tests to create an optimal page for users. This could involve making changes in terms of visuals, content and functionality so that it appeals to customers’ needs and preferences.
9. Schedule your next CRO audit.
Once you have made all necessary changes it is important to regularly review the performance of your website or app pages with a CRO audit. This helps businesses identify any emerging issues and keeps them up-to-date with changing trends allowing them to stay ahead of the competition. Additionally, they can use this data as a measuring stick for future campaigns and optimization efforts.