Briefing

Do I need to invest in Conversion Rate Optimization?

If your website is an intrinsic part of your customer generation strategy, you’re likely to have a considerable investment in media and acquisition.

Providing that your media campaigns are working well, you will have a constant stream of suitable, attentive traffic.

But investing in media to drive traffic is only part of the process. It’s equally important to convert your visitors into paying customers.

And that’s where Conversion Rate Optimization (CRO) comes in.

How can Conversion Rate Optimization drive business value?

Do you know what your visitors are doing once they’re on your site? Are they behaving in the way you expect them to, and most importantly, are they converting?

To improve your customer conversion rate, you must find out what is preventing your customers from behaving in the way that you want them to and invest in CRO to help guide them through your website to take the actions you need them to.

Once you’re aware of where the friction is on the customer journey, you can take action to convert these audiences into paying customers. It’s this process that leads to increased revenue and business growth.

How can I make my media investments work harder with Conversion Rate Optimization?

So, where do you start?

• Carry out a Google Analytics audit on your event tracking and goal setup – the best tests come from a great data foundation.
• If you don’t already have one, implement a heatmapping tool, such as HotJar, which you can use to reveal immediate opportunities for improving user experience.
• Analyse your key customer journeys; how do your users navigate? Where do they drop off? Do they show uncertainty at any point? Create insights with your findings.
• Use your gathered insights to generate AB tests for website improvements that lead to conversion.

If you’re looking to improve your customer experience and optimize your campaigns, get in touch with our team today.