CRO
CRO (Conversion Rate Optimisation) is a really important, but often overlooked area of marketing. You’ve worked really hard on your social media, SEO, content and inbound marketing and now you’re getting great traffic to your website. But now what? How do you compel your users to convert? Through CRO!
A/B testing / split testing
Split testing is amazing! It gives you the opportunity to test your hypothesises on what will help increase conversions on your website.
You keep the original page as the control and simultaneously test another version of the page, automatically splitting the traffic 50/50.
You can test small things like CTA button placement, colour, or copy. Or you can test an entire page redesign, and everything in-between!
Doing split testing allows you to really know if the changes you’re making to your website are working, rather than just guessing.
User journey mapping
User journey mapping is really important. Your audience might not be interacting with your site the way you thought they would or intended them to. Which might be reducing your conversion rate.
Accessing your real user journeys and identifying how people are interacting with your website is an excellent CRO tactic. And the results might surprise you!
Conversion funnels
A conversion funnel represents your customer journey from the first time they see your website and when they convert. A conversion might be a purchase, a sign-up, or a contact form submission. Whatever a conversion is to you, it’s important to look at the process of actually getting people to convert.
Again, people don’t always behave the way you expect them to, so it’s important to map out what they are actually doing, then optimise the shit out of the funnel. 💪
Heat mapping
We freaking love a heat map! 💜
You can see how people are interacting with your website.
Where are they clicking? What are they trying to do? What can’t they do? How far do they scroll down your page on desktop and mobile?
You can use this data to make smart CRO choices and improve your website for your users.
UX
UX (User Experience) is all about creating things with your user in mind.
It’s all about experiences and interactions. It’s about crafting an experience.
Looking at the UX design of your website is an important part of CRO. If your UX sucks, people won’t want to hang around on your website wanting to convert, they will bounce pretty fast which will ultimately cost you money.
Investing in your UX is super important.
Sam Sedgeman
A True Marketing Boss! I have thoroughly enjoyed working with Lyssa, she was very professional and helpful throughout our project. I look forward to working with her in the future, would highly recommend.