Conversion rate optimization (CRO) is the hot new thing because of the potential it has to double your revenue without doubling your costs, which also allows you to increase your marketing budgets and makes marketing your business more profitable.
Most companies neglect CRO though, not because they don’t think it’s important, but because their tech team is preoccupied with many, many other things. Building great products and software as well as maintaining them certainly isn’t an easy job.
First, let’s focus on a few rules on what to test for CRO and how to test:
1. Define the challenge (more sales of A, more newsletter subscriptions, more visitors funneling to the next page) and the webpage to test
2. List potential reasons for your low conversion, problem areas on the webpage
- Think about what’s essential to the webpage and what could be removed
- Get some users and survey them on where the friction is. Ask them questions like “What would you change on this page?”
- Use tools like CrazyEgg to get heat maps that show where people are clicking and where their attention is drawn
3. Consider alternatives for the problem areas on the webpage
4. Create and edit images and buttons, change up text (maybe even size and font), rearrange things, or create new pages entirely
5. Don’t get too crazy with all the data and feedback. Go ahead and start testing with just a few variations, see what’s working and optimize some more
When you’re ready to execute on CRO, you can do A/B testing and create your own landing pages without bothering your already busy, probably frequently annoyed-with-you, tech team.
A/B Testing
Conversion rate optimization (CRO) is the hot new thing because of the potential it has to double your revenue without doubling your costs, which also allows you to increase your marketing budgets and makes marketing your business more profitable.
Most companies neglect CRO though, not because they don’t think it’s important, but because their tech team is preoccupied with many, many other things. Building great products and software as well as maintaining them certainly isn’t an easy job.
First, let’s focus on a few rules on what to test for CRO and how to test:
1. Define the challenge (more sales of A, more newsletter subscriptions, more visitors funneling to the next page) and the webpage to test
2. List potential reasons for your low conversion, problem areas on the webpage
- Think about what’s essential to the webpage and what could be removed
- Get some users and survey them on where the friction is. Ask them questions like “What would you change on this page?”
- Use tools like CrazyEgg to get heat maps that show where people are clicking and where their attention is drawn
3. Consider alternatives for the problem areas on the webpage
4. Create and edit images and buttons, change up text (maybe even size and font), rearrange things, or create new pages entirely
5. Don’t get too crazy with all the data and feedback. Go ahead and start testing with just a few variations, see what’s working and optimize some more
When you’re ready to execute on CRO, you can do A/B testing and create your own landing pages without bothering your already busy, probably frequently annoyed-with-you, tech team.
No comments:
Post a Comment