Conversion optimisation is the process of changing and testing marketing tactics for the best traffic. This is accomplished to guarantee that the traffic is converted into returns. Additionally, this marketing process hopes to obtain a significant growth in visitors and conversion rates. Simply put, conversion optimisation examines how to drive more customers to a market.
Where to test Conversion Optimisation?
There are a lot of tactics you can test for conversion optimisation that can further increase your sales. Listed here are some of the best examples you can employ for your own business.
When testing your email marketing, the foremost optimisation to be done is to change the subject lines. This is accomplished by a split test, wherein two versions of emails are tested to determine which is better. You can also modify the CTA to find out how it affects the conversion rate. Other things you can test in the email are the following:
- Show different offers
- Long vs short content
- Pictures vs videos
- Date and time
Advertising using Display and Search
Testing the conversion optimisation of adverts can also improve traffic and conversion rates. Different CTA in ads including its headlines can also be tested. Furthermore, split tests can be done to determine how different versions of adverts can result in a higher clickthrough rate. Most servers have built-in tests that require no coding. On a case-to-case basis, some ads might be preferred over others because it has a higher conversion rate.
Social Media CRO
In terms of social media, you can test engagement through different factors. One of which are messages replied. Other factors include interacting with posts by liking, sharing, retweeting, or clicking links. Testing messages can be of the following but not limited to:
- Shared links
- Asking questions
- Simple call to action
In social media, different types of materials can also be tested like pictures or videos. The schedule of posting can also be varied to produce significant results.
Landing Page Optimisation
The landing page is the webpage a visitor first sees when navigating through a website. Take note that all parts of your website can be a landing page by clicking from search engines. Nevertheless, utilising online advertising and email marketing allows you to send visitors to a specific page. With that, you can create a page that results in high traffic and conversion rates. Here are some conversion optimisations you can do to increase sales on a landing page:
- Heading: alter headings to see how it changes traffic
- Call to Action: test different CTAs to drive up sales and actions
- Copy: test layouts of your landing page
- Color: change button colors
- Offer: word the same offers differently or you can test different types of offers
In eCommerce, the most obvious test you can do is to change the process of checking out and product pages. Your goal here is to increase the number of people that buy your products and increase the items they buy. Some ways you can test to encourage customers to purchase products are the following:
- Change image sizes or different images
- Test different CTAs
- Alter the shipping information
- Credibility of your page
Conversion Optimisation Designs
Types of tests
The most common test in conversion optimisation is a split test or A/B test. This test is done by showing different versions of a page to the customers. Doing this type of test can help you determine what can perform better. A/B testing includes the original version and the alternative that you want to test. Also, this test is ideal for an initial approach in conversion optimisation because it is simple and easy. Only consider changing one aspect at a time when employing a split test.
The only difference between multivariate and split test is that you test multiple elements on a page in the multivariate. This is to see what combination of elements can get a higher conversion. Be mindful that this test is more complicated to set up but allows you to test more on a single try.
Sample Size and Length of Tests
Number of participants
The sample size is calculated by the total of current and potential users of your page. Take into consideration that the number of visitors on the page being tested is different from your website. With this, you might want to spend to increase the number of users visiting your test page. Also, consider the percentage of people included in your tests. In a split test, there is a 50/50 percentage of people who will be a part of each test.
Conversion rate change
The change in conversion rate affects the length of the test. This is because if you have produced a great percentage of change, you can conclude a fast and significant decision.
As mentioned previously, the more alterations you add, the more complex the analysis will be — resulting in a longer test. The number of variations you include in a test can be used to deduce the required time of each test. You can come up with the best duration of different number of tests using an online calculator suited for that.
Steps in Conversion Optimisation
The correct conversion rate optimisation can produce your desired results. This is why planning properly to conduct optimisation is a major factor in success. Here are the fundamental steps in conversion optimization:
- Data gathering — this is the first step wherein you find out what elements to test and how to accomplish them.
- Analyzing data — after gathering data, analyze it to suit your test design appropriately. Ask these questions:
- What is the site’s purpose?
- Who and why are people coming on the site?
- What are they doing on the site?
- Fixing — after analysis, you can find problems that can be solved even without testing. This should be fixed prior to testing to avoid interfering with optimisation.
- Designing — at present, you now know what factors require testing. Design tests according to those aspects that can improve conversion rates. Here you can also establish the variant and invalid hypotheses and the expected outcome.
- Run — You can run tests using software that gets the job done. Execute the tracking code required to run tests. After that, take the test live and wait for a significant result.
- Report and repeat testing — after getting a result, check the hypothesis if you have the desired outcome. Implement a better solution and plan for the next test as there is always room for improvement.
© Image credits to Anni Roenkae
Posted in Conversion Optimization