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Conversion Rate Optimization - Why It’s So Important 30/10/2018 30th October 2018
Matthew
Written by: Matthew
Category: Organic Search

Conversion Rate Optimization - Why It’s So Important

You’re getting higher rankings in search results, you’re pushing more traffic through to your website than ever before, but, your conversions aren’t following this upward trend. Enter Conversion rate Optimization.

As an agency, we truly believe that conversion rate optimization, also known as a/b testing, is one of the most overlooked, under-utilised strategies in digital marketing.

Sure, there’s a lot of other work you need to do to in order to propel your business and continue growing, such as SEO and PPC, but that’s only half of the story.

Work Hard - Become A Trend Setter

It’s always great to have positive boosts to your website traffic and naturally, the more people you can bring to your website, the more likely your conversions are going to increase. The main issue however, is that these upward trends rarely go hand in hand with no additional work.

To truly understand why these trends don’t follow together, you have to start with an in depth website usability audit. Normally, these are best to be performed by a neutral, third party source, in order to avoid any bias that you, or your staff, may have to your own website.

A good usability test will not generally be a quick look over the website, there are countless tools out there to help aid this process. From visual analytics tools such as HotJar, to in-depth search analytics within Google Search Console.

Using these tools will allow the auditor to gain a true understanding of your target users. This will include learning what they like, dislike and ultimately, what they want from you that you don’t currently have.

After the usability test has been performed and you have the report, it’s time to start brainstorming A/B tests you can run.

What Is An A/B Test?

An A/B test is pretty much exactly what it sounds like, you run a test in which you keep your control group (A) and test it against a variant (B).

The reasoning behind it in terms of a website, is to test out new designs, layouts, content, etc, on a non-permanent basis to see how your users react to it, without having to make the change live and hope for the best.

Depending on the scale of your tests, the number of visits your website gets and what exactly you’re testing for, a test can run from 1 week to 1 month before you start to get results that are reliable to use.

With every test, you should ensure that your results are statistically significant before making a final decision. This way, you can back up your test results with Maths - and we all know Maths is a great way to backup findings.

Why Do I Need Conversion Rate Optimization?

Think about it, you’ve put all that hard work in to your marketing and finally your traffic increases, but your conversions are still stagnant. Not only does it make you feel deflated - but it makes all your previous hard work, pretty much useless.

Maybe useless is a bit far, but it won’t help your business grow to the point you want to take it. If you’re increasing your traffic and conversions aren’t increasing, it means one of two things;

  • You're bringing in the wrong type of traffic

  • Your website has usability issues

Admittedly, it could be both of these things together that are causing your frustrations, but we’ll focus on the usability issues for now.

The human brain is a wonderful thing and subconsciously does things for us that we didn’t even consider. For example, if a checkout button on a website is in red, our brain may associate this with danger, anger or a handful of other strong emotions.

Therefore, changing the button from red, to a lighter, softer colour within your branding, can bring in a fairly significant increase to your conversions.

Okay, so that’s a really top level example of conversion rate tests, but it gives an explanation into the theory behind a/b testing.

So, What Do I Do Next?

If you want to learn more about conversion rate optimization then feel free to get in touch with us. We can hand over our expertise with our digital marketing training days or discuss a longer term relationship with you. Either way, our CRO experts are eager to help.