How to begin Conversion Rate Optimisation

Continuous optimisation of the website can create value - even small adjustments can cause significant changes. With the right tools, this will become beneficial.

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Conversation Rate Optimisation is highly associated with e-commerce, where you often see a link between experiments and turnover.

However, a conversion can be much more than just one sale and it is just as relevant to work with Conversion Rate Optimisation (or CRO) on other types of sites.

Because all sites have one goal – e.g., to sell, generate leads, or convey information - and CRO is a great help in reaching these goals.

The purpose of CRO is to lift a website in order to meet the needs of its visitors and to meet the goals of the company. By conducting a dedicated work-through, the small changes can potentially create big improvements for conversion.

Technology and expectations are changing

At Combine, our opinion is that in order to succeed you must have the right approach and mindset. It requires e.g., collaboration across the organisation and a continuous focus on the customer experience in order to get the best results.

This approach can be greatly supported by the way the company works with content, and it also means that the work cannot be done in just a month. However, when you put in the work, you will often get a great payoff.

The reason is that technology and customers’ expectations are constantly evolving, and you must adjust in order to follow along, which makes Conversion Rate Optimisation a useful tool.

Become smarter during the process

In the beginning, you should start an initial data collection, which will be a quick process. Thereafter, you can explore, experiment, implement, and change your approach gradually as you gain more knowledge of the users’ behaviour.

This also means that you do not need a completed plan before the process begins. You can always follow the development via a dashboard, which allows you to test and experiment with different solutions, along with personalising the site for different customer segments.

Usually, results will show after a couple of weeks.

Simple tools provide insight

Within the data collection, you can gain insight into what features your users interact with, how long they use different parts of the site, and where they may experience issues.

To solve this task there are many quantitative methods, which use tools such as A/B tests, heatmaps, scroll maps, and mouse interaction. There are also qualitative tools that can ask the user questions about their experience or interaction, while they are still on the site. This will allow you to gain knowledge of the challenges and possibilities.

With this insight into results, behaviour, and challenges, you will get valid and well-documented recommendations for improvements. Thereby, CROs can bring great digitalisation possibilities to the forefront by using simple tools.

The Most Important Steps in the CRO Process

  1. Add a script on the site and begin data collection.
  2. Explore the patterns in user behaviour via the collected data.
  3. Collect qualitative feedback with surveys on the site to gain a deeper understanding of the barriers that users meet.
  4. Built an alternative variant on the site, which is expected to perform better and test the site with a share of the traffic.
  5. Implement the best-presented variant in order to get the greatest payoff.