Overlooking conversion optimisation could be costing you
Conversion optimisation is one of the often overlooked tools in a digital marketers arsenal, yet it is one of the most powerful. Just imagine what doubling your conversion rate would do to your bottom line… Nope it wouldn’t double it, it can do way more than that. Currently your revenue goes towards paying all your fixed costs and business overheads. Double your revenue and keep way more than that in profits.
Conversion optimisation can be tricky. Each business is different, the customers are different, the market can be different and the strategy can be different. In order to succeed at conversion optimisation you need someone who uses a proven process of testing, measuring and learning. This constant feedback loop means that each cycle builds on the knowledge of what works for your business. We have loads of tools and systems to help companies improve their conversion rates and will work tirelessly refining the conversions for your business.
How does it work?
Conversion optimisation looks to improve the percentage of visitors that convert to your desired goal after visiting your website. This process can involve a large number of researched methodologies, tools and strategies to influence this conversion rate. This can range from improving your call to actions, your site content, implementing on-site chat, better engagement of your target market, lead generation techniques, follow up customer contacts, email drip systems, visitor re-targeting, on-site promotions/discounts and many other strategies.
By systematically testing, measuring and learning from these techniques a business is able to discover what makes their customers convert to the desired goals.
We believe the best strategies (and the only ones we would use) are those that focus on the businesses overall ability deliver quality service and value to the end customer. No need for trickery, just a logical, step-by-step approach to understanding your customers better so you can meet their needs and produce a winning service that your customers love.
Goals & Strategic Framework
Before any work on conversion optimisation can be done a strategic framework needs to be in place. This involves understanding the business, its goals and objectives, appropriate cycle times for testing, the business sales funnel and the various product/service categories. The framework outlines clearly what needs to be measured, incorporates a baseline testing roadmap and a list of suspected problem areas with the business, it’s sales process and/or the website.
Research & Competitive Analysis
Doing a full competitive analysis as well as industry research is critical in the early stages. There is no point learning from your mistakes if you could learn from others mistakes first. We look at what is current working for the industry and what isn’t, we look at what you competitors are doing and how you can win, whether that be head-to-head or finding your own niche. We ensure that what you want to achieve is realistic for your business and the market.
Marketing & Measurement Model
Once the business goals, objectives and baseline research has been done, a more detailed marketing and measurement model needs to be developed. This will outline exactly how success via the website will be tracked. This will typically include the business objectives, strategies for achieving those objectives and any KPIs, targets and key market segments to measure. This is the plan for measuring success and the go-to to check the impact of future tests.
This step involves properly setting up analytics tracking to measure all aspects of customer interaction on the website and ensure the marketing and measurement model is implemented. Proper analytics setup is critical as data can’t be captured retrospectively. Overlooking key opportunities here could cost you weeks or months of lost insights down the track. A full setup should consider website analytics, event tracking, enhanced ecommerce (if applicable), heatmaps and user polls. If an agency can’t set you up with all this, find one that can.
Tools, Systems & Methodologies
It is important to have a large array of proven tools, systems and methodologies to pull from when addressing conversion analytics. A lot of research goes into developing conversion optimisation methodologies that work, but there is no guarantee what methodologies or combination of methodologies will best work for your business. This requires ongoing testing and learning. The more proven tools you have in your arsenal to test, the better.
Conversion optimisation requires a logical and rigorous approach to developing a hypothesis, testing, measuring and learning. If proper testing isn’t done then you won’t know whether your optimisation techniques are working or not. Typical testing techniques include A/B testing, user feedback and time-period testing. Each test should have a specific purpose, a way of measurement and ideally should be tested in isolation.
Setting up comprehensive reporting and ongoing monitoring is critical. The more tests you conduct the more you learn. Having a pre-established reporting framework means impact can be tracked readily and tweaks made when required. Time is money and time should not be wasted waiting for testing results or reports to be delivered. We make sure all our reporting is transparent and you are kept up-to date with the results.
The last phase in each cycle is validated learnings. A full assessment of every test is conducted to determine its success. Any learnings are documented and a review conducted to determine whether the implementation should become permanent, needs tweaking or should be discarded. Each validated learning will help you uncover what makes your visitors convert and what doesn’t. Over time you will establish a proven framework for maximising conversions through your website and sales funnels
Our basic plans start at $750 per month but pricing will vary depending on the volume of testing required, the more tests the faster the learning as long as a suitable customer base exists. Additional costs may be required for monthly subscriptions of the recommended tools. Usually the test can be done on a free trial and purchasing of these tools can be decided on if the results show it is highly beneficial. Particularly for the establish business, investment in conversion optimisation can pay major dividends and take your business to the next level. Contact us to see how conversion optimisation can help your business specifically.