In the realm of digital marketing, Conversion Rate Optimization or CRO is the process that enhances the user experiences on a website. It allows an in-depth understanding of the customer behaviors and exemplifies the best strategies of affecting them. This process is entirely based on powerful data analysis. Hence, there are lesser chances of glitches in its lifecycle.
However, there are many misconceptions around it. Marketers usually consider that a stunning home page or landing page with well-defined CTAs suffice the CRO process. In actual, it entails much more than that. If planned properly, this process can considerably boost your sales. Here is given the complete conversion rate optimization process that you must follow in this regard:
Step 1: Do Extensive Research:
It should customarily begin with data collection and analysis. There are many reliable online tools available for this purpose. Without the proper usage of these tools and comprehensive accumulation of relevant data, the CRO process will become an assumption. It can never tell exactly which strategies will pay off in the longer run. Once the data gathering is complete, you can review the conversion funnel applied on every page of your website. You must analyze every contact point that connects you with your customers to find the pain points. These are the points that need to be improvised.
Step 2: Consider the Hypotheses:
After gathering the data, you will find many possibilities for converting the visitors into buyers. Here, you need to define the hypotheses and find certain variables depending on the type of tests conducted on the site. Also, you need to consider the factors like quicker turnaround time, experimentation, and improvements. The most commonly used testing methods include Multivariate testing and A/B testing. The testing procedure should be selected on the basis of customer profiles, areas of testing, the wireframe of test designs, and their implementation.
Step 3: Selecting the Design:
The variable that you found in the above step should be implemented in your design process. The design will vary according to the variables chosen. If your new wireframe also lacks the appeal, you must reconsider the design with the next set of variables. In A/B testing, you should consistently check the design on the parameters of variables. In multivariate testing, it is essential to maintain a wide range of different variables that can lead to the positive outcomes.
Step 4: Build and Testing:
This is the step involving the implementation of design for testing. You can present the original and testing pages for review by the visitors. Analyze the conversion resulting from each page and collect the comprehensive data analytics about the same. It will allow an understanding of the influence made by the changing of variables. This step will take you to the final decision regarding implementation of the changes based on your results. At the same time, you can continue testing the other parts of variables collected.
Step 5: Improvements and Amendments:
The Conversion Rate Optimization process is entirely based on the underlying principle of increasing the conversions. After initial testing and implementation, the number of inquiries may increase leading to incessant improvements. Next, you can move on to the smaller changes to be made on the pages. Every round of testing will bring forth better potential for changes. You can analyze the conversion funnels to assess the differences made by these changes in every segment.
It can be said that CRO process should encompass these steps along with many other smaller processes. At Infognana, we can boost your digital marketing endeavors with our expertise in improving the Conversion Rate Optimization strategies for different marketing verticals.