You’ve invested in getting traffic to your website but how do you make sure they place an enquiry or online order? The answer is by using conversion rate optimisation (CRO). At Bluesky-e we use CRO techniques to ensure you maximise the return on the investment you have made in your website.
What is Conversion Rate Optimisation?
Whilst most aspects of digital marketing focus on attracting visitors to your website, conversion rate optimisation (CRO) is all about increasing the percentage of visitors to successfully convert into new business. That could mean more customers submitting enquiries, more online orders, or simply more subscribers to your newsletter.
A variety of techniques are used during CRO and the starting point is understanding more about your website visitors, who are they, where are they located, what type of device they used to find your website etc. It’s important to understand how they found your website and how they behaved whilst on the site. By building up this kind of picture it’s possible to identify weaknesses in the website that can be addressed to improve its performance.
Digging deeper we can start to look at site layout, the use of colour, the position of buttons and typical journey paths through the website. Even simple things like the position and colour of a “Buy Now” button can be significant and just a small % increase in the conversion rate can have a big impact on your bottom line.
The Importance of Analytics
Accurate CRO decisions depend on reliable and detailed data. At Bluesky-e we use a range of tools to track and analyse visitor behaviour and setup A/B testing experiments to assess the effectiveness of any planned changes before they are rolled out across a website.
Why is CRO Important to Your Business?
For any business investing in digital marketing it is essential to obtain a healthy return and employing CRO techniques is a vital ingredient for any campaign.
Here are some of the main benefits your business will gain from CRO:
- Improved ROI through improved conversion rates
- Increasing the conversion % from existing visitors costs less than acquiring new visitors
- By giving your customer a better experience they are more likely to come back and generate repeat business
- The data generated by CRO helps make better decisions and can help with the planning of new products or when making changes to your website’s structure or content
- Improvements and savings made through CRO generate long-term gains
For an initial chat about how we could help you imrpove your website conversions, call us today on 020 7199 8713 or submit an online enquiry.
Conversion Rate Optimisation (CRO) examples
The Bluesky-e Approach
As a digital marketing agency, we believe that conversion rate optimisation should be an integral part of your entire digital marketing process, not just an afterthought. Conversion rate optimisation starts with good website design and compelling content presented through logical and intuitive funnels that guide your client through the sales process.
The starting point is often to understand your business objectives and how your website needs to support this. If the current website isn’t performing successfully, the starting point is in-depth analysis to understand how visitors are engaging with the site and identify any potential usability issues with important landing pages.
The next stage is to formulate ideas and hypotheses about what could be affecting conversion performance. Solutions to the issues then need to be developed and tested extensively using A/B multivariate testing techniques. Having monitored and proven the effectiveness of the identified changes they then need to be implemented across the website.
Making conversion rate optimisation an integral part of an on-going digital marketing campaign ensures your ROI continues to grow over time.
To find out how Bluesky-e can help improve your website conversions, contact us now on 020 7199 8713, or submit an enquiry form.