A lot of businesses think that in order to get more sales, they need to drive more traffic to their websites. And to do that they plough more money into Google ads or SEO. While it’s a strategy that sometimes works with enough expenditure, it’s not an efficient use of your money when your conversion rates are low. There’s a better way to improve your sales without increasing your ad spend and it’s called conversion rate optimisation, or CRO.
CRO is the process of increasing the percentage of visitors that take a desired action. A conversion is different depending on your business, but for many of us, a conversion is someone getting in touch through a contact form or a phone call.
One of the cornerstones of CRO is user session monitoring which allows us to record your user’s screens, giving us a visual insight into their journey through your site just as if we were looking over their shoulder.
By having a fundamental understanding of the psychology of online persuasion, we can begin to piece together these user sessions to understand technical or psychological roadblocks that stop users from converting.
Sometimes the conversion rate is thwarted by the design decisions that were made when building the site. As designers and developers, we don’t always get it right first time around.
Other times, it’s down to your site’s copy; it may not be answering the questions or thwarting the concerns your visitor might have.
After we reach a hypothesis, we run split tests where we show a tweaked version of your site to a portion of your visitors and track the change in conversion rates. If your conversions rise, we know we’re on the right path.
There’s a million different reasons why your site might not be converting. But one thing is for sure; only with regular tests and tweaks to your website can we create a truly powerful selling machine.
To learn more about conversion rate optimisation, see this excellent article by MOZ.