Conversion rate optimisation (a technique using analytics and other important metrics to improve the performance of a website or page) is tough – there’s no two ways about it. Every website is totally unique, every user is looking for something different, and every conversion funnel will have slight variations on the next. This means that those just getting started in the world of CRO can feel intimidated by the wealth of options and steps that need to be taken. Don’t.

As the agency that contractually guarantees you conversions, we know more than a thing or two about conversion rate optimization. Let’s start by helping you get to grips with CRO – here’s how to get going and how to do it so you know exactly where to start.

Don’t dive into analytics too quickly

A lot of your time working on CRO will be spent poring over analytics dashboards, but when you’re just starting out, it’s important not to throw yourself into that side of things too quickly. Carry out an evaluation of your own first, walking through your website and taking yourself through your own conversion process. Note down areas you think can be improved on, or aspects of the site that you aren’t totally happy with – perhaps you’ve noticed some friction points, or you need to change your calls to action. When you’ve finished your list, go back through your notes and prioritise them.

Take your own notes into analytics

Diving into analytics can be overwhelming – the sheer amount of data available for you to look through is incredible. But now you have a priority list, so you can look for the data which will help you address those problems. You can also answer some important questions about your site by looking through your analytics. Where are your visitors dropping out of your conversion funnel? What are your highest converting landing pages? Which landing pages are getting high traffic but low conversions?

Some tips when using analytics

  • Keep written records of everything. Google Analytics allows you to track historical data, but it’s important to be methodical and keep track of everything you’re doing in terms of CRO.
  • Always interpret the data before you try to ‘fix’ it – look at the numbers and what they mean, then come up with a hypothesis (a theory as to why the numbers look the way they do).
  • Once you have your hypothesis, develop a plan to test the issue. Perhaps you’ve discovered your lowest converting landing page, and your hypothesis is that your call to action isn’t prominent enough. So create a plan to change that, and work out how you’ll measure progress.
  • Remember: you won’t be able to address every problem in one go. CRO is an ongoing process that needs to be applied consistently to see any results.

It’s easy to become overwhelmed by CRO, but that’s how all CRO experts started out at some point! Don’t be afraid of the data – embrace it, trust it and use it to develop websites and pages that deliver the conversions you need.  Prefer to leave it to the experts? Contact us to find out how we contractually guarantee conversions.

Author Rebecca

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