Let’s get one thing straight – we don’t pretend to be experts at conversion rate optimisation. We don’t make extensive use of A/B testing tools or dynamic serving testing elements on pages with masses of UAT insight and experimental functionality, and we’re definitely not UI designers. What our consultants can do, though, is ensure that your site has a measurement plan and is set up to collect data in your analytics that will ensure that you can start to understand your customers and how they interact with your site.
This is in essence the core of any form of conversion rate optimisation, whether you go to a specialist in the field or are just trying to boost the performance of your website through commonsense tweaks and adjustments. Once you understand your visitors – where they come from, what they do, which of them go on to become customers (and repeat customers) – you’re halfway there, as you now have all the tools you really need to start helping customers engage better with your business through your website.
If you’re having trouble understanding the value of your content marketing activity then this sort of analysis is just the ticket – understanding how users who view different types of content go on to interact with your website (or not) can help you to see how different content pieces and types fulfil different parts of the general customer funnel from awareness of your brand, through to consideration and trust building, right the way to the final clincher that causes a user to start to convert into a customer. Do different parts of your funnel need more work? Content analysis as part of a conversion rate optimisation rate can be a valuable exercise in determining where to make your next big investment.
Understanding the difference between a macro conversion (lead form filled out, purchase made) and a micro conversion (like filling out one part of a form, or clicking the “checkout” button) is also essential for gaining useful insights into customer behaviour. This means that a lot of the core elements that get addressed through dedicated conversion optimisation services can be identified with proper event and funnel tracking through analytics, without the need for specialised tools. For example:
- Too many fields on a form (are you tracking each field filled as a separate step to see at what point most people are giving up?)
- Lack of faster guest checkout options (where are most first time visitors dropping out of the checkout process?)
- Excess of choice (do people seem to be “clicking about” a lot and not converting? Do pages with fewer options on generally get into the funnel start more easily?)
- Use of site search (too many results shown, too few, not presented well?)
- Poor user experience areas on the site (where are people choosing to exit after previously showing good engagement signs?)
- The worth of content (are users more or less likely to convert after viewing your blog or other supporting content? Which content types and lengths perform best? Do content consumers convert in the same visit or after returning a few times to accumulate trust?)
From the colour and placement of buttons to the exact wording of your calls to action and the type of images on your landing pages, there are lots of things you can learn from and improve just from a thorough inspection of the results of a fully integrated analytics measurement plan.
If you’d like to get to grips with your visitors and find out how to get more of them to turn into customers to benefit your bottom line, give 4Ps a call today and ask about our analytics and insights consulting to help drive your next plans for conversion optimisation on your site.
4Ps isn’t just another SEO agency. To discuss how design, data and advertising are evolving together in order to keep pace with new developments in user interaction and technology, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about marketing and behaviour across all inbound channels.