Results-driven conversion optimisation to turn more clicks into cash…
Science! Well, sort of…
This is for anyone looking to turn their website’s “just browsing” customers into paying customers.
Whereas Search Engine Optimisation (SEO) and Search Engine Marketing (SEM)help with exposure of the site, generating more traffic, Conversion Rate Optimisation (CRO) tweaks the positioning and styling of your Call-to-Action (CTA) elements, converting sales.
By using various specialist testing techniques, I can gain a deeper insight into your audience’s on-site browsing habits with a view to refining the User Experience & Interface (UX & UI), increasing the likelihood of them clicking that “sign-up now” button.
The well known saying: “if it’s not broken, don’t fix it” applies here.
Changing things too often can actually have a detrimental impact on your UX & UI.
That’s why I only change aspects of the website if there is a genuine reason to do.
How do I determine a ‘reason’?
Well, if enough customers contact me about it, probing via online surveys, A/B & multivariate testing (see below) and user browsing habits (Google Analytics).
A/B Testing and Heat Mapping
A/B testing, split testing and multivariate testing are ways of comparing two or more versions of a single variable by testing a user’s response and determining which is more effective.
Let’s say the variable is a “browse our catalogue” CTA. Variable A will be presented one way and variable B, different.
While active, a visitor to the website has a 50/50 chance of seeing either variable.
After a period of time, the variable with the higher number of clicks or engagement is considered the preferred option out the two.
Heat mapping shows where the hotspots on your website are, i.e. where people have been clicking the most. Your website will show various colours, and areas with a more intense colour (red usually) indicate the popular areas.
Why does this help? Well, if a CTA isn’t getting the love it deserves, heat mapping will show if it’s being unintentionally overlooked by users, and that it should be moved into a more prominent location.