The UX Toolbox - Conversion Rate Optimisation

26 September 2018 - Amy McInnes

Tools on a bench demonstrating the UX toolbox

What is it all about?

A great search engine optimisation (SEO) campaign drives traffic to your site, but is it converting into actual business? Whether you want to generate leads or make sales, Conversion Rate Optimisation (CRO) helps convert more of your visitors into customers.

CRO is the process of converting visitors into leads or sales. By carefully analysing the performance and behaviour of site visitors we identify how to improve your conversion rate and ultimately your return on investment (ROI). Testing each step of the way allows us to take the guesswork out of sales.

Our CRO services continuously improve site performance based on information about who your users are, their needs, goals and requirements and your business objectives. Through A/B and Multivariate Testing (MVT) we learn about potential barriers to conversion in the key customer journeys.

The benefits of CRO include:

  • Converting more of your current visitors and increasing repeat business
  • Staying ahead of your competition
  • Increasing your overall profit through higher conversion rates
  • Gaining statistical evidence to back up changes implemented

How will we help you?

Based on your business requirements, we combine web analytics with user research and testing to identify the design and content improvements that will optimise the performance of your website and convert more of your users.

The optimisation process begins with the user’s initial search query and follows all the way through to conversion. We leave no stone unturned in our approach to optimising your content and conversion funnel.

CRO is an on-going iterative process that we can deliver on a monthly or quarterly basis depending on your requirements.

The methods we apply include:

  • User research and segmentation – we identify who your users are, what they need from your site and their goals
  • Customer journey mapping and landing page analysis – by understanding and documenting user journeys we create the most effective content for the landing pages concerned
  • Expert evaluations – applying the principles of user experience to gain a clear view of what works well and where barriers to conversion exist
  • Conversion funnel analysis – identifying potential leakage points within the checkout process to reduce checkout abandonment and increase conversions
  • Iterative testing – By testing the resulting hypotheses changes through A/B and MVT, we gain statistical evidence of the improvements to your site

What next?

To learn more about how CRO can help you convert more traffic into customer leads, contact us to discuss your specific requirements.

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