Theoretically, increasing the conversion rate is straightforward. Each marketer can look at the site with a smart look, go to the product page, place an order, make a diagnosis and write out a few prescriptions. Typically, these experts do not go beyond typical diagnoses and recipes: pick up the phone in the header of the site, make the conversion button large and bright, add a call to action, show the hell the feedback from satisfied customers.
In practice, no marketer can say for sure what problems are preventing the increase in conversion. Of course, experts with a lot of experience and an open third eye can prescribe effective medications that increase the number of transactions. However, in most cases, experience gives rise to the same universal recipes, whose effectiveness is limited. And only a few specialists who really have a developed sixth sense can rely on intuition in business.
All the rest will have to be patient and work to increase the conversion by the sweat of their brow. Careful research, hypothesization, testing, new research - and so on to infinity. In this article, you will learn how specialists who want to go beyond standard recipes, but do not know how to use the third eye, are working to increase conversion.
How to increase conversion rate
Conversion optimization is a set of activities that increase the proportion of site visitors who buy a product or perform another conversion action. The optimization process is carried out in three stages: research, experiment and evaluation. The step-by-step plan described below will help you successfully accomplish the tasks of each of the stages and achieve a significant increase in the conversion rate.
Research is the first stage of conversion optimization. At this stage, marketers diagnose and determine treatment strategies and tactics. In other words, experts study the reasons that impede conversion, and also look for ways to eliminate them.
The study saves marketers and project owners from the waste of financial resources and time, random actions and attempts to achieve outstanding results through typical recipes. This stage includes two steps:
Step 1: Data Collection
To optimize the conversion, you will need information about the company, information about the site and information about the target audience of the project. To collect comprehensive company information, answer the questions below.
What is the company for?
Start your research by finding answers to this global question. If you want, we are talking about the mission of the company. But do not remember the pathetic phrases about world peace, the happiness of all living entities and the seizure of the universe, which many projects still publish on the page "Our Mission". The answer "the company exists to earn money" is also not suitable.
The marketer must find the ideas that make the company successful, function successfully, differ from competitors and attract loyal customers. In other words, the specialist should understand why consumers should buy a product at company X, and not go to company Y.
What marketing problems does the company solve?
Every business project wants to sell its product and make a profit. This is the main marketing goal of a commercial organization. This goal is achieved by solving marketing problems that at first glance are not related to transactions. For example, we are talking about subscribing to the newsletter, joining groups on social networks, adding product reviews, etc. These marketing tasks can be called microconversions.
What is the uniqueness of the company's trade offer?
The marketer must determine if the company has a UTP. We are talking about the properties of the product that competitors cannot repeat. This information is very important for optimizing conversion.
What are the typical objections of the company's product buyers?
Marketer can get data on typical consumer objections from sales managers and support service specialists. Information about typical problems that are addressed to users in support, as well as typical customer objections, allow to avoid sharp corners at the stage of forming a commercial offer.
To gather the necessary information about the site, use the following questions.
How is the sale?
To increase conversion rates, the marketer must fully understand the sales process. The specialist should know what causes the user to enter a particular query in the search box, how a potential buyer behaves on the site, how he adds the product to the basket, pays for the order.
In answering this question, the marketer should pay increased attention to possible problems or barriers that impede conversion. You will get very important visual data using the Google Analytics conversion funnel. Pay attention to the main points of exit of consumers from the purchase process. Make sure that they are not related to technical problems or imperfect usability of the site.
What are the main characteristics of traffic?
The marketer must describe the quantitative and qualitative data characterizing the traffic: the average daily attendance of the resource, the demographic characteristics of the audience, the sources of visits, the distribution of traffic between desktops, smartphones and tablets, etc.
Traffic data is conveniently collected using Google Analytics. To do this, you need to configure e-commerce tracking. Please note you will have to wait several weeks for the system to collect the necessary information.
To optimize the conversion, the marketer must collect information about the target audience of the project. The specialist can get most of the necessary data using analytics services. In the context of conversion optimization, the marketer should try to understand what prevents certain groups of consumers or specific representatives of the target audience from buying the product.
To study the target audience, marketers can use the following services:
- Google Consumer Surveys. This service allows you to conduct surveys among Internet users.
- Qualaroo is a very convenient and simple tool for conducting surveys of visitors to your site. You can offer to answer questions to users who visit certain pages of the resource.
- Survey Monkey allows you to poll online audiences. Services of this service can be paid in rubles.
- User Testing is one of the services that allow the marketer to independently determine the characteristics of the audience. For example, you can explore the preferences of girls between the ages of 18 and 21 and young people interested in cars.
By collecting and analyzing data about the company, the process of buying and the audience of the project, marketers can proceed to the next step of the study.
Step 2: formulating a hypothesis
The hypothesis is a logical continuation of the collection and analysis of information. At the same time, this step allows you to move from theory to practice of conversion optimization.
The following questions will help you formulate hypotheses.
What are you checking?
The answer to this question should be the assumption of an effective way to increase conversion. First of all, start by searching for counter arguments to the most frequent objections of buyers. For example, during the collection of information you could find out that many potential buyers leave the site without a purchase, because your product is too expensive. In this case, the conversion rate can be increased by inviting users to pay for the goods by installments.
Formulating a hypothesis, determine the quantitative criteria for its confirmation. For example, you can consider the hypothesis confirmed if the proposed change increased the conversion rate by 30% from the original.
Who do you check?
First of all, we are talking about new and regular customers. If a consumer has bought your product at least once, he no longer needs trust signals, improved usability, additional calls to action, etc. Therefore, hypotheses associated with repeat and regular customers should be based on an additional benefit: discounts, after-sales service, gifts. If the hypothesis is related to new customers, focus on site usability, confirming your competence, price.
Using the service Optimizely, you can select almost any segments of consumers and test them hypotheses. For example, you can test the hypothesis on visitors from Canada using the Google Chrome browser (see illustration).
Where do you check?
Select the page or group of pages on which you will test the hypothesis. Take into account seasonal fluctuations in demand for products. For example, almost any hypothesis is not confirmed if you test it on the pages of the category "Winter tires" in May. After selecting the pages, set on them the code of the service that you plan to use for A / B testing.
At the research stage, it is necessary to collect and analyze information. After that, it is necessary to formulate a hypothesis and only then proceed to the practical implementation of the experiment.
At this stage, the marketer plans and implements the changes needed to test the hypothesis.
Step 3: Change Planning
At this stage, you need to plan the changes needed to test the hypothesis. For example, prepare new-designed page templates, new text for conversion buttons. The following questions will help you to plan changes.
Will this innovation help to test the hypothesis?
Imagine that you want to increase your conversion rate by offering the user free shipping and a longer warranty period. If you write about it in small print at the bottom of the page, the user will not notice your message. And you do not test the hypothesis.
Wouldn't change bring more harm than good?
Imagine that your hypothesis involves changing the page design. Think, whether the new page will not look superfluous on the old site? Do not you have to re-teach users to make purchases, look for the necessary information?
Are planned changes feasible from a technical point of view?
When answering this question, evaluate the resources that need to be spent to implement change. Match them with the expected benefits. Consider how you can test the hypothesis without significantly changing the design and functionality of the site.
Step 4: Implementing the Changes
To implement the changes and test use the services of Content Experiments, Optimezely, Visual Website Optimizer, Unbounce. Using Optimezely, you can independently determine the audience that will take part in the experiment. You have the opportunity to determine the audience by browsers used, language, geography and other criteria.
You can determine the proportion of traffic that will be involved in the experiment. For example, you can involve in participation in experiment only 10% of visitors. This ensures that conversion optimization measures have a minimal impact on the operation of the site. In addition, you can arbitrarily distribute the traffic proportions between the test and control pages.
The benefits of Optimezely include the ability to link this service with your Google Analytics account. Thanks to this you get access to a number of useful options. For example, you can determine the average amount of a check for different groups of site visitors.
At the final stage of conversion optimization, you need to check whether the hypothesis was confirmed. Most of the services for conducting split tests automatically inform the experimenter about the achievement of a significant statistical difference in the results of the conversion of the test and control pages. To make sure that the hypothesis is confirmed and successfully complete the test, answer the following questions.
Has the hypothesis been confirmed?
If the test page has reached the planned conversion rate, you can answer yes. To make sure the hypothesis is correct, send 100% of the traffic to the test page. See if the conversion rate has changed. If the result is saved, replace the control page of the site with a test one.
What was the benefit of the experiment, according to the results of which the hypothesis was not confirmed?
Many hypotheses related to conversion optimization are not confirmed. However, this does not mean that you have wasted your time. Try to understand why the hypothesis was not confirmed. Consider how to use the result to further optimize the conversion.
What you need to do to increase your conversion rate
Conversion optimization is carried out in three stages: research, experiment and evaluation. At the research stage, you need to gather information and formulate a hypothesis. At the experimental stage, plan and implement changes that allow you to test the hypothesis. At the evaluation stage, check whether the hypothesis was confirmed. If so, then you’ve increased your conversion rate.If you do not have time to implement all these items, you can order the service "Increase conversion" in our agency. kak-povysit-koeffitsient-konversii-poshagovyy-plan