When talking to businesses about a Conversion Rate Optimisation Plan, we often hear they have been advised to apply some of the tools we have been talking about so far. Much of this advice often relies on tricks that have worked for others and focus on quick fixes, like changing a checkout button colour. There is an inherent risk in not tailoring your strategy for your needs.

If you are only working with a list of generic optimisation tools and your conversion rate drops, you will most likely begin tweaking page elements in search of a fix.

THERE ARE TWO PROBLEMS WITH THIS KIND OF APPROACH:
  • You have no well defined action plan
  • You pay no attention to your customer and their behaviour
WHEN WE TALK ABOUT BUILDING A CONVERSION RATE OPTIMISATION PLAN, WE MEAN:
  • Figure out what the numbers mean before even trying to fix or improve anything
  • Form hypotheses based on test results and analytical data
  • Construct a plan of action to test hypotheses
  • Understand this is a well structured, ongoing process of making small improvements over time

BE STRATEGIC

When you have a strategic plan, your first action is to work out why those numbers changed. Do the needs of this new traffic source differ from your established sources? If so, how? These questions are then followed by tests that attempt to answer them or, at the very least, help determine which tests to run next.

When you implement a conversion strategy, you should do so understanding that a single tweak won’t fix all your conversion problems. You should be prepared for results not to support your original hypothesis. The knowledge you gain from testing it, contributes to growing an understanding of how you can serve your customers better.

The importance of having a strategic Conversion Optimisation plan is paramount. Now let’s look at some guidelines that will help you create that plan. Don’t think of these as steps that slowly progress from one step to the next, eventually ending. You should revisit each of the steps to continually focus on the changing needs of your customers.

BUILD THE FOUNDATION

Find out what “conversion” looks like for your business. You have to know what you’re measuring and attempting to optimise.

It is critical to the success of your plan to understand what drives conversion in your business. Don’t try to quickly pin results to a changing button or different page layout. Remember, the only way you will know for sure, is to isolate each element and measure how users behave under each of those circumstances. You need to do this for each element you want to better understand.

CREATE A START POINT

We now understand that a good conversion strategy is based on some metrics and customer input. In order to work with all that data, you need to understand where you are starting from. This is often referred to as ‘baselining’. Only by establishing your current performance can you measure the impact of the changes you make.

What is your current conversion rate? Which are your best sources of traffic for this conversion?

USE OPTIMISATION TOOLS

ANALYTICS TO MEASURE METRICS

Software to track and report on what’s happening on your site, like as Google Analytics, can be be used to perform advanced analysis in areas like audience segmentation and conversion tracking. Segmentation can produce data for different sets of people, and you can isolate spikes or difficult spots in your conversion funnel accurately.