Conversion Rate Optimization or Conversion Optimization refers to a process of figuring out why the visitors on a website do not take the desired actions and mending those reasons or issues in order to get an increased conversion rate.
For a change, you can have a list of 100 ‘profound and proven’ tactics and implement those tactics all at once. But, this may not lead you anywhere and your website would like a mess.
However, if you are aware of the right process then you can know which tactic to use and which not. Going with a planned process can help you outlining other errors and lack points as well. Thus, it’s said that Conversion Rate Optimization is a systematic, teachable and repeatable process, and it needs to be done correctly for the best results.
So, let’s move ahead to the further aspects of it and find out a process made of excellent tactics for a higher conversion rate.
Conversion Rate Optimization Process
Don’t think your site performs perfectly on every device and browser version.
Don’t believe it, see yourself.
Go to your Google Analytics and choose Audience > Technology > Browser& OD Report.
Now move on to a specific browser version and check if a particular browser converts less than others or not. If it converts lesser then go and figure out why?
Other than browser testing, a low-speed site can be a boon for optimization.
So, find out whether your website’s load speed is good enough or not. Here’s how you do that, go to; Behaviour > Site Speed > Page Timings. Now, enable the “comparison” to easily find out slower pages on your website.
If you don’t know why are those pages loading at a slow speed, use tools like Yslow or Google PageSpeed Insights. Simply, enter all the URLs of pages that load slow and these efficient tools out the error and issues.
Gaining Insights of Website Visitors:
Here you need to perform a qualitative research over your website visitors. Generally, there are two types of visitor surveys:
- Exit Surveys – Hit your visitors with a questionnaire pop up when they’re about to leave your site.
- On-Page Surveys – Asking visitors to fill out a survey of a specific page that they are currently on.
Followings are what a Visitor Survey Process should entail:
- Jot down your own questions.
- Configure which pages need the survey.
- Ascertain the criteria for showing the survey.
That’s all. And stop worrying about whether the surveys annoy your audience or not. Getting insights from these surveys are worth it.
Survey Existing User:
Existing user or customer surveys are a bit different than on-page surveys. However, many people mess up these customer survey.
Thus, to make this complex process easy, below are the fundamentals on how to form effective customer surveys for CRO (Conversion Rate Optimization)
- Send email surveys to recent, first-time buyers. Don’t send email surveys to people who haven’t visited from too long ago. They may give you the irrelevant data as they might have forgotten about you or the purchased product.
- Try getting 100-150 responses. More than that will make the answers repetitive. And less than 100, might not provide you with substantial conclusions.
- Never ask questions in Yes/No, as well as, avoid multiple choice, etc.
Mouse Tracking and Session Recording:
Mouse Tracking is surely one day going to create the buzz in this digital space.
Followings are the various types of mouse tracking technologies and related tools:
- Mouse Movement Heat Maps – It’s basically a graphical representation of data. In here, individual values, contained in a matrix, are shown as colours. Red defines lots of actions.
- Click Maps – Just as it is called, click Maps monitor clicks. It mainly comes in use to identify if users click on non-links.
- Scroll Maps – Shows the scroll depth. Shows how far down people scroll. Can be very useful for lengthy and what’s not.
Beginners often worry about what to test, and comes up with breed listicles which offer “101 Tactics to Test”. Conversely, after doing a Conversion rate optimization and its related research, testing will never be a problem.
Performing a Conversion Rate Optimization using aforementioned process can gain you some vital insights within your website. Such as, areas for improvement, can optimize the loose points and eventually uplift the conversion rate on your website.
Hence, it is always good to use a thorough process like above rather than using hundreds of tools and spending a lot of time on understanding them.