- Posted by conversadmin
- On March 3, 2015
- 0 Comments
1. Just Do it.
Your website is not perfect, there I said it. Anyone that believes that their website won’t benefit from Conversion Rate Optimisation is misguided.
The single most important advice I can give regarding CRO in 2015 is simply to do it. So few web organisations actually engage in a consistent conversion rate optimisation strategy that you can actually gain a significant competitive advantage by putting one in place.
2. Use the right tool for the job.
There are several, very powerful Conversion Rate Optimisation tools and platforms out there but they don’t come for free; free tools simply do not do the job. Several premium tools however do offer very good value and the best have very competitive and scalable pricing structures. The market leaders are VWO and Optimizely. Both of these platforms are well within the reach of any Web business and you don’t need to be spending thousands of pounds on marketing to justify their cost. Platforms like these are geared towards allowing quick and easy test implementation with little or no developer involvement.
3. Need inspiration? Try using a heatmap.
The devil is in the data when it comes to understanding what works and what doesn’t on your website. A deep interrogation of a website’s analytics data is a bit beyond many people, but this should not stop you from getting stuck in to some conversion rate optimisation.
If you don’t know what is wrong with your website, and you don’t have the time or expertise to go digging, try setting up a heatmap test and get an idea where people do and don’t click and interact. Are they clicking where you want them too? Are they clicking somewhere you didn’t expect? Heatmapping generates great insights and questions you can use conversion rate optimisation testing to answer.
4. Keep it simple.
Overcomplicating tests can dramatically increase the required user base to achieve statistical significance. If your website does not have an Amazon-like user base this means tests can need to run for a long time. Keep tests simple, quick and actionable. If a page has several issues you want to test them individually.
Testing in bitesize pieces also helps when it comes to getting your Web development team to implement changes you’ve discovered from testing.
5. Be brave.
Don’t limit tests to small groups or test insignificant details as it will only lengthen the tests. The braver you are, the quicker you will see results. Obtain results from a large sample pool and then be decisive in your action. Change doesn’t have to be bad.
6. Patience is a virtue.
Depending on the traffic, it can take several days for a test to gain statistical significance. It is important you give all variables the chance to get there without rushing to any conclusions. As mentioned above, anomalies happen; and you don’t want your strategy to be thrown off by one. As Thijs de Valk said, patience converts.
7. Accept, even embrace, failure.
Experiments that do not make an improvement will happen. The key is to take this information on board and move on quickly. A failed test still tells you important information about what does and doesn’t work on your site. Indeed, a failed test can be invaluable in ruling out avenues that shouldn’t be pursued, so you can devote your time and energies to ones that do.
8. A null result however, is not a failure.
If you test something you believe will make an improvement and it makes no difference, this does not mean it has failed. It just means that it hasn’t made things worse; and, if you think it makes the site look better, then that is as good as a win!
9. Implement winners quickly.
Capitalise upon what you know by putting it into practice straight away. There’s nothing like striking while the iron is hot, and if you upgrade before your competitors it could make all the different to the customer. There’s no time to lose!
10. Re-test, re-test, re-test.
Just because something wins, doesn’t make it perfect. Once you have implemented winning results, come back and re-test again, to see how you can make it perform even better. As above, there’s always room for improvement.
And finally…..hire a professional.
Conversion Rate Optimisation is something all online businesses should be doing all the time. But if you’ve got limited in-house resource or you’re new to CRO you will benefit from getting some professional help. It can also often be cheaper than hiring you’re own in-house CRO resource.
If you’re interested in seeing how CRO could benefit your business drop us an email