Customers visit your website with a goal, and they expect their journey towards that end to be seamless. But how can you know where your user experience is going wrong and where your site design is pushing people away? The study of that question is known as Conversion Optimization.
The answer to that question is data. We don't merely make suggestions; we test them and prove out our hypotheses. This type of optimization falls somewhere between site design and online marketing. While our goal is not a complete redesign of your website, our optimization process may include quick mock-ups of individual pages or experiences in order to run a test against the status quo.
Conversion optimization experiments are sourced from two areas:
First, we scour your website, checking for quality user experiences, based on adherence to quantitative best practices.
Second, we mine insights from the voice of your customer through avenues including polls and surveys which we custom design and write on your brand's behalf. These surveys can provide key qualitative ideas , although at this point they are anecdotal.
We analyze the insights to come up with potential experiments, which we work with you to prioritize based on potential impact, effort to test, and effort to implement if successful. We continue to look for new insights throughout our engagement.
Because conversion optimization is premised on using data to make decisions that improve conversion performance, we begin our engagements by checking the integrity of your existing analytics. We look to ensure that analytics are tracking correctly and that events and goals are configured in your analytics tool. Having solid and reliable data will form the bedrock of making decisions that positively impact your website down the road.
A common place to begin a conversion optimization campaign is on your landing pages, in tandem with your paid ad campaigns. If your ad click-thru rate (CTR) is performing well but you don't have increased sales revenue to show for it, then it's time to consider the post-click experience. Many advertisers send traffic to the homepage, collection pages, or product detail pages; but we highly recommend using landing pages instead. If you don't have a system of landing pages set up, this may be the first step on your journey to higher conversion rates. Landing pages allow you to personalize the post-click experience based on the campaign, the audience, and the traffic source.
Utilizing and optimizing landing pages is a great place to begin, but much of your site traffic probably comes from other sources, such as bookmarks to a product page or social shares to your homepage. Therefore, it's important to consider as many user flow journeys as possible when optimizing your site.
Through our voice of customer insights, we locate a potential improvement for your site. We design, develop, run, and analyze experiments that test the hypothesis we've formed from our customer insights. We run these experiments using platforms such as Google Optimize and Helio, which require little to no involvement from your design or development teams. When an experiment wraps up, we meet with you to share the results and our recommendations for next steps on full implementation and subsequent experiments.
It's true that not every experiment we run will be a success. Sometimes our hypothesis is wrong. But that doesn't make the experiment less valuable! We have still learned about something that doesn't work for your specific site or situation. Still, our overall expectation is continuous conversion improvement. Over the medium term, many experiments pan out to result in huge conversion lifts; and if we agree to work with you in the first place, we are absolutely convinced we can generate a massive return on your investment over just a couple of months.