Having trouble increasing your conversion rates even though you’re following well-known conversion rate optimization best practices? Let us explain why you may be experiencing inconsistent results and provide you with our skyrocketing CRO approach.
So far… not so good
To grow your business, you’ve recently realized that you need to optimize your conversion rates. Great! However, despite your efforts, it hasn’t been very successful lately. If what you’ve been doing so far can be summed up as imitating your competitors or some market leaders, that’s probably one of the reasons why.
Here’s a fleshed-out method that can help you maximize your CRO results!
Our skyrocketing CRO approach
To create consistent results, you need a strong process to enforce. This is what will eventually lead you to some return on investment.
Here is the approach we follow at CoffeeX.
1. Research
What you should do first is audit both your funnel and your website on multiple devices and browsers. Essentially, you should put yourself in your customers’ shoes.
You’ll also need to analyze your whole website to identify the problem and to determine which tools will be useful for you (quantitative, qualitative and UX analyses, usability and copy testing, chat and conversations logs analysis, etc.).
Based on those insights, develop some hypotheses to see which ones are the most valuable to work on your CRO. For structured feedback, you need to cover 4 areas:
- Friction: see why your visitor might be having trouble understanding or using your website.
- Distraction: make sure that you have one (and only one) goal per page.
- Motivation: check if your CTAs and copy are strong enough to make people yearn for your final outcome.
- Relevancy: be clear in your targeting and tell your visitors who your audience is.
After that, you’ll need to identify your bottlenecks with some quantitative and qualitative analysis.
2. Prioritization
In the research phase, you’ve generated some useful insights. Now you’ll need to make some choices and decide what to prioritize within your hypotheses. Is it…
– Their potential (according to your analytics and customer data, but also an expert heuristic analysis of user scenarios),
– Their importance (a page that receives very expensive traffic or one that gets lots of visitors, for example),
– Their ease (time and skills required)?
3. Execution
Once this is done, you need to decide what to test or what to change. To do so, define what kind of test is required (A/B/n tests, MVT tests, etc.) and see who’s most able to work on that within your team.
That’s why it’s better to have a full stack team to handle the whole growth process, just like we have!
Careful, though: multi-bandit arms also. You need to decide on the trade offs between speed and granularity of the insights generated from your experiments.
4. Analysis
When setting up tests, you need to be strategic with your KPIs to make sure that you use most of your traffic (because that’s usually the bottleneck). It’s finally time to go deeper in your experiments’ data and see if there are patterns that lead to a much higher or lower conversion rate.
5. Scaling
Usually (and it’s normal) you’ll have a lot of loser tests, but that’s okay because you’ll also succeed! Once you do, it’s important to follow up with the actual stakeholder if you can’t make the final changes yourself. Why? To make sure that they apply all your learning and thus really increase your conversion rates!
As you can understand, increasing your conversion rates is not just about chance, or launching one or two tests, but rather about having a very strong approach with deep research that leads to a few hand-picked experiments and then finally to lasting results.
Now you need to repeat your tests with a fast-paced approach to make sure that your improvements are consistent and that you continue to learn from your visitors.
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