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Conversion Rate Optimisation

Conversion rate optimisation is a hot topic in the world of digital marketing. It's no longer a one-dimensional formula that can be mastered overnight. Today, it's the process of refining website elements in order to increase conversions and sales. And, it's an ongoing process that requires an organisation to continually optimise its online activity.

As a result, conversion rate optimisation (CRO) has become a popular topic amongst marketers and business owners. Trying to improve your site's conversion rate? Check out these top tips for CRO from our team. Optimise for your customers' needs If you want to improve your conversion rate, you need to consider your customers' needs first and foremost. The goal of CRO is to help customers take action on your site. This means that you need to give them what they want – quick and easy access to the products and services they're after. If a customer can't easily find what they're looking for on your site, they'll likely leave and look elsewhere, which will hurt your conversion rate rather than help it. Don't be afraid to experiment .


As with anything new, CRO can seem a little daunting at first but it doesn't have to be complicated or time-consuming. CRO is a continuous process that you'll need to constantly monitor and tweak to ensure the best possible results. The steps are all relatively simple, but they are often overlooked, especially by small businesses. Let's take a look at some of the steps involved in CRO:


1. Research

Conversion rate optimisation is not a quick fix, unlike some of the other marketing methods out there. You'll need to conduct thorough research on your business, its strengths and weaknesses, what works for your target audience and what doesn't.


2. Create personas

Write down 2-3 personas that represent your target audience. This will help you craft marketing messages that resonate with them and give them an incentive to purchase from you. You can also use these personas to segment your traffic and analyse how different segments act when exposed to different marketing messages.


3. Create a funnel

A sales funnel is basically a map of how your leads move from being just visitors on your website to becoming paying customers or repeat customers. A sales funnel is also known as a conversion funnel because it maps out all the steps involved in making a sale happen – from getting people's attention, through educating them on why they should purchase from you, providing them with a reason to perform the conversion action.


4. The key step

Find out why people are leaving your site. You can do this by using a tool such as Google Analytics. Treat your analytics tool like an extra sales person, it will help you find out where customers are dropping off and why.


5. Identification

Once you have identified the drop off points, you can identify what needs to be improved on the site in order to turn more visitors into customers. This includes everything from the number of calls to action on the web page, to design layout, to inbound links and much more.


6. Testing

After you conduct all your research and understand what needs improving, you can then make changes and implement them on your site. This process is commonly known as A/B testing, where two versions of a page are distributed to a sample of users who then decide which one they prefer. Which ever page generates more revenue wins!


Once you have completed the above steps you should now have a better understanding of how to improve your website so that it converts better than ever before! If not, then start again from step one and repeat - conversion rate optimisation is an on-going process of improvement and evolution.

Our people have worked with some of the countries’ most well known brands to improve their conversion rate; let’s talk about how your website and marketing mix is performing and maximise your return on ad spend.