How to Create a Conversion Rate Optimization Strategy
Are you looking for how to create a conversion rate optimization strategy? Then you’ve landed at the right place. Conversion Rate Optimization (CRO) is the ongoing process of testing. And carrying out website changes. To improve client experience and your site’s conversion rate.
With a huge goal. having a suitable CRO technique and plan of attack. is vital to transforming qualified traffic into paying clients.
Keep reading to learn more.
5 tips for creating a conversion rate optimization strategy
1. Start with a CRO website analysis
There are many different methods for arranging and focusing on your CRO project; you should always start with some initial research.
Initial research will help you:
- Identify client experience (UX) focus areas
- Decided top concern pages
- Better focus on your CRO ideas when the time comes
- Benchmark current key performance indicators (KPIs)
Start your initial CRO research by looking at your site’s analytics data.
Google Analytics analysis
Google Analytics is a well-known website analytics tool that helps you track valuable data about your website. For example, you can see essential audience behaviour, demographic data, and key metrics, like your bounce rate and conversion rate.
While analyzing your Google Analytics data, keep in mind the following questions and try to answer these:
Who is coming to and changing over on your site? (Persona insights)
How can they get to your site? (What sources are they coming from?)
From what pages are they starting their journey on? (Landing pages)
What pages do they see most after that?
Which pages are they leaving your site from?
And what exactly are they doing on the site?
However, if you can’t answer these questions, start by setting up your Google Analytics data to measure your CRO strategy’s effectiveness over time.
Once you can answer these questions, you should head to your website to start your on-site analysis.
On-site CRO analysis
Leading an on-site CRO analysis includes looking at the pages on your website that are central to the client’s journey and experience.
Try to look at the page(s) objectively while looking through them.
When performing your on-site CRO research, ask yourself the following questions:
- Are there any major UX issues that you need to fix now?
- What content or elements stand out?
- What is easy to miss?
- Is the content easy to read?
- Is there a clear next step for the client to follow?
Observe changes to make things clear, more seamless, and more engaging for clients.
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Feel free to check your site against CRO best practices to see if there are any reliable open doors that you can test out on your site.
At Digiscap, we look for best practices and chances to improve your conversions in five to six key UX focus areas:
- Ease of use
- Mobile convenience
At the end of this initial CRO research exercise, you should have a pretty good idea of where you want to start your CRO efforts.
2. Get user insights
Our next trip is to get insights into how clients find your website experience.
Your goal isn’t to make the website easy for your boss to explore.
Your objective is to make the site easy for prospective clients to explore and convert.
Client testing and insights can go quite far in knowing where and what to focus on to create a more seamless client experience.
The best part is that this doesn’t need to be intricate. In fact, with the right approach, you can uncover 85% of UX issues with just five users.
We are not saying to redesign your site off of insights from just five clients. Rather, we are saying that with the right questions, gathering insights from five clients can be cost-effective while also providing you with a good idea of where to start your CRO efforts.
First, ensure that you get insights directly from your target market, which you should have already recognized during your initial CRO analysis.
When analyzing your initial user tests, search for things your main audience agrees on (or those things that all five clients missed!).
If these five clients adjust to a few key challenges, you can expect that most of your website visitors will also run into those same challenges. Therefore- those challenges are worth prioritizing within your conversion optimization strategy.
3. Perform a competitor user experience (UX) analysis
To improve client experience on your site, getting to know your competitor’s sites is an excellent idea.
I wouldn’t suggest copying your competitor’s website experience; it is important to know how your competitors are engaging clients so that you can identify your relative strengths and weaknesses– and put your best UX foot forward.
When looking at competitor sites, look at those same areas as you did on your site.
Look for the same elements that clients thought you did a terrible or just okay job at. If your competitors are doing a good job at those elements, you’ll want to make sure to step up your game fast to help your website get ahead.
Finally, please take note of competitors’ messaging, value propositions, and calls to action (CTAs) to adjust yourself uniquely against them.
4. Prioritize Your CRO Ideas
This step of CRO planning is essential for making an effective and strong CRO strategy.
We suggest reprioritizing incoming ideas often, so you always have a clear and strong approach to website conversion optimization.
One of the most well-known prioritization methods is an ICE prioritization model.
ICE scoring works well for CRO because CRO typically involves multiple departments. By prioritizing via this model, you’ll consider your thoughts:
- How many people will this change affect? And how much will this affect your site’s conversion rate?
- How confident do we feel that this change will positively impact your conversion rate?
- How much time and joint effort will it take to make this happen?
Of course, if there are less significant but super easy changes to carry out, it may profit you to take those out within a fast sprint of optimization time.
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Focusing on these small tasks helps prevent them from constantly getting shuffled around your ideas list or being forgotten about, resulting in them never being carried out.
Take out those quick wins so that you can get those early gains.
Meanwhile, you can start working on those high-impact, more “costly” action items that may include your design or development team.
5. Continuously brainstorm CRO ideas
It’s important to note that you will constantly flow new ideas for your CRO strategy.
Whether those ideas are coming from passionate partners or directly from your target audience, having a strong prioritization method in place will help you stay organized and keep focused on driving an effective CRO strategy!
We suggest keeping all your ideas in one place and regularly revisiting and reprioritizing that list. We suggest doing this monthly or quarterly, but prioritization frequency will depend on the size of your project, website, and needs.
It’s also important not to let ideas go old or forget them completely.
If you continue pushing something off for more than six months, you need to decide if you should take it out or remove it from the list entirely.
Hint: If it is an issue, it will come back up with your ongoing testing — at which point you can add it back to your list of needs and rate your confidence a little bit higher!
Ongoing CRO brainstorming can help to make your strategy more significant for driving conversions, strong to questioning stakeholders, and responsive to changing business priorities.
Implement a conversion rate optimization strategy with Digiscap
If you’re finding it challenging to execute a conversion rate optimization strategy that drives income for your business, Digiscap can help!