5-Step Workflow for Continuous Optimization
Posted: Sun Dec 22, 2024 6:36 am
Chances are, your website doesn't exist as a piece of art. That's not to say that you didn't have artists to work on it, but its purpose isn't to just sit there and look pretty. It has an underlying goal for your visitor to take an action that benefits you and your company.
Pretty simple, right?
It sure sounds simple, but the methodologies behind attracting the right visitor and displaying engaging content in a layout that drives conversion are more of a science than an art, and this science is known as Conversion Rate Optimization (CRO).
What is conversion rate optimization?
While the term does a lot of the heavy lifting when mobile number lookup philippines it comes to understanding what it does, the best way to define CRO is the process by which your content and website work together to drive conversions by engaging your target audience through design and substance.
Analyst and CRO specialist increase customer percentage. Conversion rate optimization, digital marketing system, lead attraction marketing concept. Bright vibrant violet vector isolated illustration
The definition is somewhat broad in regards to any goal of effort (this is what we refer to as “conversion”). Your goal could be to have your visitor sign up for your product, add their email to your newsletter, register for a webinar, or purchase a product, just to name a few.
But there is a key to executing a successful CRO methodology, and it largely depends on one of the words in its definition.
Most people focus on the conversion aspect of CRO methodologies, but this sets you up for short-term success without a long-term growth plan as it emphasizes the goal over the .
By defining a consistent process for progressing through CRO, you'll have a much better chance of continuing to optimize your conversion beyond the "easy wins" that upstream marketing can produce. An organized approach and defined methodologies for optimizing your conversion rate will yield better results as you control more variables along the way.
Again, this is a science, not an art.
The value of participating in CRO
Before we discuss the ins and outs of how to implement and develop your methodologies, let’s first establish the value of dedicating resources to this initiative.
While implementing virtually any headless marketing strategy will result in some benefits, not supporting this strategy with a process and backbone makes it not only difficult to evolve, but also costly not to.
Using a CRO tool and methodology creates an amazing experience. 223% ROI (ROI) . In addition, 7 out of 10 marketers use CRO results when making other marketing decisions.
So the more important question is: can you afford not to implement CRO?
Examine a CRO Workflow
Before we dive into how we can improve our CRO efforts, let’s define an example of an optimization workflow so we can see it in action.
Business team working on new business plan with modern digital computer. Top view shot.
User experience audit
You'll want to review your website as if you've never seen it before. In fact, you can even hire services to do this for you, so that your own biases and understanding of your page don't influence what someone else might (or might not) see on their first visit.
There are a lot of things that influence the UX of a page, even what some might consider UI - colors, fonts, and shapes can have a huge impact on a conversion, so I can't stress enough that sometimes "style" may need to be toned down in favor of a considerably superior design that lacks the same style.
Generate a hypothesis
After the audit, you should be able to generate a hypothesis based on directly modifying or changing something on your site. Make sure you monitor what you change to limit the variables between your conversions.
For example, your call to action button could be a green rounded rectangle that says “Get Started.” If your hypothesis says that changing the text to “Try it for free” from “Get Started” will lead to an increase in conversions because (your proposed thought) , this stated change is the scope of work for this workflow and should be the only adjustment made during the A/B testing phase.
Some elements you may want to consider in your A/B tests:
Try modifying content headings or calls to action
Try different colors and shapes of CTA buttons
Investigate how CTA size and placement impact your conversions
A/B Testing
It is critical here that the change here is measured against the scope of the work and that this is the only change being made. If our hypothesis is to simply change the words in the CTA, do not change the shape and color of the button as it introduces more variables to skew the data that are not controlled.
Pretty simple, right?
It sure sounds simple, but the methodologies behind attracting the right visitor and displaying engaging content in a layout that drives conversion are more of a science than an art, and this science is known as Conversion Rate Optimization (CRO).
What is conversion rate optimization?
While the term does a lot of the heavy lifting when mobile number lookup philippines it comes to understanding what it does, the best way to define CRO is the process by which your content and website work together to drive conversions by engaging your target audience through design and substance.
Analyst and CRO specialist increase customer percentage. Conversion rate optimization, digital marketing system, lead attraction marketing concept. Bright vibrant violet vector isolated illustration
The definition is somewhat broad in regards to any goal of effort (this is what we refer to as “conversion”). Your goal could be to have your visitor sign up for your product, add their email to your newsletter, register for a webinar, or purchase a product, just to name a few.
But there is a key to executing a successful CRO methodology, and it largely depends on one of the words in its definition.
Most people focus on the conversion aspect of CRO methodologies, but this sets you up for short-term success without a long-term growth plan as it emphasizes the goal over the .
By defining a consistent process for progressing through CRO, you'll have a much better chance of continuing to optimize your conversion beyond the "easy wins" that upstream marketing can produce. An organized approach and defined methodologies for optimizing your conversion rate will yield better results as you control more variables along the way.
Again, this is a science, not an art.
The value of participating in CRO
Before we discuss the ins and outs of how to implement and develop your methodologies, let’s first establish the value of dedicating resources to this initiative.
While implementing virtually any headless marketing strategy will result in some benefits, not supporting this strategy with a process and backbone makes it not only difficult to evolve, but also costly not to.
Using a CRO tool and methodology creates an amazing experience. 223% ROI (ROI) . In addition, 7 out of 10 marketers use CRO results when making other marketing decisions.
So the more important question is: can you afford not to implement CRO?
Examine a CRO Workflow
Before we dive into how we can improve our CRO efforts, let’s define an example of an optimization workflow so we can see it in action.
Business team working on new business plan with modern digital computer. Top view shot.
User experience audit
You'll want to review your website as if you've never seen it before. In fact, you can even hire services to do this for you, so that your own biases and understanding of your page don't influence what someone else might (or might not) see on their first visit.
There are a lot of things that influence the UX of a page, even what some might consider UI - colors, fonts, and shapes can have a huge impact on a conversion, so I can't stress enough that sometimes "style" may need to be toned down in favor of a considerably superior design that lacks the same style.
Generate a hypothesis
After the audit, you should be able to generate a hypothesis based on directly modifying or changing something on your site. Make sure you monitor what you change to limit the variables between your conversions.
For example, your call to action button could be a green rounded rectangle that says “Get Started.” If your hypothesis says that changing the text to “Try it for free” from “Get Started” will lead to an increase in conversions because (your proposed thought) , this stated change is the scope of work for this workflow and should be the only adjustment made during the A/B testing phase.
Some elements you may want to consider in your A/B tests:
Try modifying content headings or calls to action
Try different colors and shapes of CTA buttons
Investigate how CTA size and placement impact your conversions
A/B Testing
It is critical here that the change here is measured against the scope of the work and that this is the only change being made. If our hypothesis is to simply change the words in the CTA, do not change the shape and color of the button as it introduces more variables to skew the data that are not controlled.