Conversion rate is about the growth of your business. It’s about what actions need to be taken to improve your online media, in order to grow your business – sustainably and profitably. Conversion optimization teaches us what works and what doesn’t. It’s all about data-backed hypothesis, research, and experiments.
The process of CRO starts with answering questions such as: what are the current problems, where are they located and why are they even problems? I do research to understand these problems and then come up with a number of hypotheses about how to address them. These hypotheses are then tested by running experiments.
Conversion optimization consists of the following:
- Technical and heuristic website audit
Is your website setup using best practices and what is the user experience like, in regard to the desired goals?
- Web Analytics and tracking setup assessment
Are the correct metrics (KPI’s) being measured? Is the data being tracked accurately? Is reporting set up correctly?
- Analysis of data
Assessment of on-site user behavior, identification of problems, as well as behaviors to further exploit.
- Qualitative and quantitative research
Deployment of surveys, on-site polls, interviews, and user testing, in order to collect user opinions.
- Hypothesis and experiments
Brainstorming of hypotheses that are based on conclusions made and testing of these by means of A/B/C/D and multivariate testing.