7 Steps to Achieve Great Conversion Rate Optimization

Do you want great conversion rate?   conversion rate optimization

After establishing the basics of a website – the blog, the landing pages, the backend, the architecture and the forums – it’s time to look forward to the next steps.

When it comes to managing and handling the growth of any online platform, conversion rate optimization is a key factor to consider.

It’s vital for webmasters, administrators and planners alike.

Conversion rate optimization or CRO is the process of improving conversion rate—turning mere visits into active engagements on the site, such as registrations and purchases.

However, CRO applies to existing visitors—the idea is that engagement is increased without allocating more funds to something like marketing or soliciting for hits.

Cultivating a best-practice CRO is one of the best ways to foster a community that keeps returning to any given online platform. This article will go over the steps towards ideal CRO.

 

1.    Preliminary research 

No CRO strategy can begin without adequate research.

A final goal can only be ascertained after identifying the variables and elements involved in the usage of the site. The analytics of the site, provided by either the hosting service or Google itself, is a great initial resource.

The website traffic and bounce rate are the most important factors, along with the existing conversion data and the most popular landing pages. Understanding these elements is critical to developing a CRO strategy.

Competitor sites are a good place to look as well – seeing their practices and interactions with their audience will serve as a guide to handling your own.

 

2.    Understand the visitors

Once the fundamental interactions of the website are nailed down and analyzed. The next step is to figure out who actually converts. Which visitors already registered in the site’s forums of their own volition?

Which visitors subscribed to the RSS feed, or opt in for email notifications? Which visitors followed the brand or its personnel on Twitter? The CRO plan should include the habits of these people.

However, the visitors that did not convert should also be considered. Determine their interests—see what pages they read before leaving.

Expanding the audience, making customers out of the unlikely, is a way to keep agile. For more personalized insight, request visitors to answer short, quick, unobtrusive surveys so that the experience may be improved.

 

3.    Determine CRO variables

Once the data have been collected, the different factors that visitors take into account when deciding to convert must be identified.

These include elements as simple as the site color, the typeface and font size used. Other elements such as the layout of the content, the readability and legibility of the text and images, as well as the presence of advertisements are vital.

Other factors are more intangible, such as “flow” – how the pages interact with each other, which are tied into more concrete metrics like website architecture.

These can be further identified by conducting usability tests and asking for customer feedback. When taken as a whole, subtle changes in each element can drastically alter the CRO for the better or worse.

I’ve been able to increase the CRO on my Sharp-LC-42SV50U review blog where I write extensively on UN32EH4003 led TV and other models. I recommend that you determine your CRO variables first, before you move on with your marketing plans.

 

4.    Design experimental websites

Taking the above variables into account, prototypical websites should be developed.

At its core, the website should be akin to a functional framework, or a skeleton, that delivers the basic functionality of the platform.

The CRO variables are modular elements that can be configured or swapped out at any time, to facilitate quick and easy testing.

Usability tests should be run on these websites, and tester feedback should be acknowledged and applied.

A philosophy to keep in mind throughout testing is that the redesigned website should maximize the strengths of the existing site, while minimizing and possibly eliminating weaknesses.

 

5.    Launch concurrent A/B tests

Following these designs, the next step is using a program that will provide one of two pages to visitors: A) the original page, or B) the redesigned page.

This is conducted at random, and will help determine which page is more effective at garnering and facilitating conversions.

The “Content Experiments” tool, found on Google Analytics, is one of the easiest resources to use, and aids greatly in tracking data.

Upon launching the concurrent tests, a statistically significant sample must be gathered before selecting a “winner”.

The process does not stop there, however—the winner can then be compared with an alternate design, and testing can continue until needed.

 

6.    Gather more feedback

After quantitative testing, securing a complement via qualitative analysis can often be invaluable.

Include an optional survey for subjects of the A/B tests to determine whether they noticed anything different in the website, as well as to gather demographic information.

This subjective input from actual visitors will guide future design decisions, which is integral to continued growth.

Furthermore, including options for feedback shows a human side to the operations – customers will appreciate being asked for their opinion, and understand that they are valued.

Seeing their suggestions actually taking effect will also increase retention and improve the brand in their eyes.

 

7.    Reflect and repeat

Considering that the goal is expansion of the website and the brand, conversion rate optimization never ends.

It is a constant process of analysis, identification, experimentation, and application.

CRO should be repeated regularly, and designs that were overlooked or discarded can be given a second look. Perhaps, their in-feasibility in the past may work in the present.

Improvement is the goal, and dedication is the best way to attain that goal.

Following a sound CRO strategy has tangible benefits for the expansion of an online platform.

How has CRO helped your site grow? What are the other ways to employ a CRO strategy? Let us know in the comments below.

Vincent Sevilla is a marketing consultant for Affilorama.com, an affiliate marketing portal which offers affiliate marketing tools and free affiliate marketing lessons.

16 thoughts on “7 Steps to Achieve Great Conversion Rate Optimization

  1. Martin

    Conversion rate optimization is theprocess of scientifically changing elements of your website in an attempt to make your website more effective. These elements can include but are not limited to web pages, landing pages, images, words and processes used on your site, or simply taking away elements that may be hurting your page goal.
    Martin recently posted..Benefits of One Page WebsitesMy Profile

  2. piyush001

    yup its really good article and this all are helping to generate conversion rate and i really agree with your 4th tips Launch concurrent A/B tests,

  3. Sunday

    Very well then, its obvious that achieving great conversion rate optimization (CRO), lots of testings are to be considered. From the architecture of the website to the content provided to customers.

    More so, its readily understandable that the A/B Test is fundamental in this process, and should be employed effectively.

    Nevertheless, this is a good analytical piece for all Internet marketers!

    The above post and comment have been shared and “kingged” in the IM social site – kingged.com

    http://www.kingged.com/7-steps-to-achieve-great-conversion-rate-optimization/

    Sunday – kingged.com contributor

  4. Jamika

    As an online internet marketer, after you have traffic, conversion is your next major challenge. If you are new to online marketing, conversion is the rate your opt in page converts arrivals to opt-ins.

  5. Sandhya

    I’m willing to bet you’ve come across a lot of opinions about how to do conversion optimization. You’ve probably formed some of your own ideas, too. Unfortunately, in our work testing the so-called “best practices” over the past five years, my testing team and I have disproven many common recommendations for how to maximize website

  6. john

    Yes, I totally agree. I going to follow this steps to optimize conversation rate. Thanks a lot for sharing.

  7. Diego D. Ball

    While conversion rate optimization has a full-spectrum focus on not only the landing page, but the continued pages as well. For lead generation sites it would be the lead forms and follow-up actions that you might want the site visitor to take action on. For ecommerce sites, this full-spectrum approach would allow testing and analysis across many pages: site-wide shopping pages, cart page, checkout pages, receipt/thank you page, and any upsells you might give to the purchaser along the way. It also can include optimizing the advertizing that is driving the traffic to the site and the emails or calls that are made after somone visits your site. In fact, it can include every communication touch-point you make with customers and prospects alike.
    Diego D. Ball recently posted..No last blog posts to return.My Profile

  8. Estelle Morse

    Usability refers to the navigation and overall architecture of your site. Is information organized properly? Are categories set up in a logical manor? If your site is difficult to navigate, visitors will quickly abandon ship and move on to the next website.
    Estelle Morse recently posted..No last blog posts to return.My Profile

  9. Tony F. Sanchez

    The practice of conversion rate optimization has evolved out of two main schools of thought. One school is focused on jumping straight into testing various elements and pages of your website to discover the best version that will increase conversion rates. The second school of thought is focused on first understanding your visitors thought process and then moving onto the testing phase.
    Tony F. Sanchez recently posted..No last blog posts to return.My Profile

  10. Lilly Pollard

    In internet marketing , conversion optimization, or conversion rate optimization (CRO) is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers. It is also commonly referred to as CRO.
    Lilly Pollard recently posted..No last blog posts to return.My Profile

  11. Vincent Sevilla

    Thanks for reading my post,

    I hope this one might help you all to achieve great conversion rate
    for your website.

    If you want to read more about CRO, SEO and Marketing, you can follow me on twitter
    @easyvince

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