Conversion Rate Optimization (CRO) is a buzz word making its way around the marketing space. CRO is extremely multifaceted that requires more than just a website audit and optimization.
Here are five things that we consider before performing CRO for our clients:
1. A/B Testing isn’t everything
Though using tools like HubSpot for A/B testing can be a powerful tool for CRO, it doesn’t account for the overarching methodology required to pull off a solid CRO strategy. A/B testing is only one part of the strategy. Too many marketers believe that A/B testing makes up the bulk of the strategy, and that is simply not the case.
A/B testing needs to fit into a larger strategy that has specific, measurable, and attainable goals. Don’t waste time conducting random tests hoping to find a positive conversion-rate correlation. It just wastes time. Instead, utilize a better approach that includes a pre-defined timeline.
2. Statistical Significance is Important
In theory, A/B testing is an optimal low-risk betterment strategy to compare two versions of a web page and see which one performs better (and then act accordingly).
The issue with A/B testing has to do with poor sample sizes. If you test two versions of a page and base your strategy on the outcome, then there’s a lot resting on whether or not that test is valid. Test results can only be considered “statistically significant” if they account for the behavior of a certain number of subjects over a given period of time. HubSpot’s guide on A/B testing is a great way to determine the size and duration required to produce the most accurate results.
3. More Research, Less Experimentation
Instead of making general site changes, target a specific part of your site that is getting traffic and make a few changes to try and improve your conversion results. If a page is already receiving site visitors, you’re more likely to have a better sample size to evaluate how your new changes went. You’ll learn what works and then you can apply it to the rest of the website.
4. Major Changes are nothing to be afraid of
Focus your conversion rate optimization experiments on variables that will fundamentally impact the way visitors interact with your site. It may be interesting to know if a green or a blue button is more likely to get clicked. But this psychological/aesthetic knowledge is not likely to give you significant insight into consumer behavior beyond that isolated incidence. In contrast, changing the navigation menu format or options will directly affect the user’s journey and experience (and the outcome can inform other conceptual changes).
5. The User should always be the main focus
It is important to remember that your users are not just data points, but real people. You are creating an experience for human beings to interact with your website. A well thought out user experience can do wonders for your conversion rates. Always try and see things from the customers perspective. Make sure your good ideas actually work out in the real world. Delivering an easy and functional experience is key.