- Posted by conversadmin
- On February 17, 2015
- 0 Comments
You Can’t Fail – There’s value in every test
No really, you can’t! Conversion Rate Optimisation might be about trial and error, but there’s huge value in the “error”. Of course every test should start off with success being the aim and backed up by a well-informed hypothesis but we all know that isn’t any guarantee.
Isolated controlled tests that result in a reduction in conversion provide a great amount of insight. What you did (in isolation to just a sample of visitors) didn’t work out, so what? You know more about your customers than you did before the test. You should use the data and insight to inform your future tests.
And what about those tests where there is no significant change in conversion rate? It’s had neither a positive or negative impact on your UX. But do you think it looks better? Then your users probably do to.
The Price is Right – Conversion Rate Optimisation can be great value you money
Conversion Rate Optimisation is a cost effective way of squeezing value from your marketing budget. Every ecommerce website wants more sales but that doesn’t have to mean more traffic. CRO is all about getting more sales from the same level of traffic. With increasing competition, increasing CPCs and an increasingly complex and diverse range of marketing channels getting value for money is tough.
I’m not saying don’t go and buy more traffic, I’m just saying if you have a thorough and structured CRO process in place first you can significantly increase your conversion rate and then you should look at all available marketing channels to maximise the rewards. Have a look at some simple tests that require little input which can have reap huge rewards.
There is nothing permanent except
change – Keep your site current
It’s amazing to see how many businesses spend a huge amount of money launching a website and then never update the UX. Sure changing prices, products, the odd bit of content and the occasional bit of merchandising helps conversion rate. But it doesn’t future proof it!
Customer needs, not to mention design principles and business processes are constantly changing and your website needs to adapt with them. When Asda launches a new store they would never stick with one store format for years to come. The location of products, structure of aisles and POS are always changing based on how we’re shopping and how much we’re spending. Your website should be doing the same.
A new website launch should be backed up by a continuous test and learn process to make sure you’re making the minor tweaks needed to stay ahead of the curve and competition.
The Multiplier Effect – Using your CRO insight across your business
Conversion Rate Optimisation tests generate a significant amount of data and insight, but why stick to improving the conversion rate of the website?
We’ve had clients use the insight to inform decisions across a broad range of their activities. Whether you’re testing new copy, a change in colour scheme, a simplified checkout or a new call to action think about other areas of your business that would benefit from your data and can’t do controlled tests like you? This is particularly useful for offline marketing and in-store activity.
Take the wins you’ve been able to prove and multiply those across your business!