Learn about Conversation Rate Optimisation
Conversation Rate Optimisation (CRO) can help to guide the objectives of the digital marketing strategy.
CRO thinking provides us a space to test our assumptions helping us to predict and improve the user journey towards our desired actions and conversions goals.
CRO combines the application of:
- Analytics (retrospective)
- Research (quantitative / qualitative)
- Data collection (systems, model and process)
- Testing (hypothesis and assumptions)
Conversion Rate Optimisation is one of the most privileged areas to work on within digital marketing. This is where we’re working directly on profitability and improving the brand, perception and identity.
There are often several factors which need to be considered when optimising conversions.
Because we’re actively challenging conventional wisdom and the accepted norm.
At a marketing level the value of a sale or enquiry can vary in business.
Many websites aren’t designed with conversion in mind. Given it takes time, data and careful consideration. (Think your designer can do that?)
Call to actions are used within the design process as an expectation. Often without data to support why each element is used and more importantly why.
Beyond the actual design of a website, media and channels used in broader digital marketing also need to be considered as customer touch points.
Not every sale, phone call, enquiry uses the same path. Often we marketers make assumptions based on inaccurate data, impressions, clicks without knowing the environmental context.
Customer buying needs vary. Competitors could be providing better options or doing a better job at explaining the complexities of CRO.
Each interaction can be weighted differently in the conversion cycle as motivations and impact varies from customer to customer or business environments.
This is attribution modelling, often people use a ‘last touch model’ which seeks to give credit to the paths that influences or assists in the conversion.
By collecting a range data across the digital landscape we can use this information to help improve our understanding of the overall conversion cycle, identifying areas which may need improvement.
Analytics are often just used by many as a passive reporting tool. Metrics comparatives, context and data dimensions are often not given due consideration when trying to determine the conversion path and associated influences. Yet the analysis and outputs used are only as good as the questions asked.
The interrogation of data and applying these findings. Misunderstandings and interpretations based on faulty logic or false pretense can cause problems for the conversion or sales cycle. This takes us so far from design beyond preference and ascetics.
If conversion data is not kept, unknown or isolated due to technical knowledge and internal barriers. As a result growth opportunities are often missed due to these gaps in understanding or the acceptance of performance levels.
Cost and Profit
Customer Lifetime Value
A model which can be increased by resources & cost
Consistantly able to reproduce scalable model
By being profitable the model can then be externalised
CRO can help to remove friction from passive analysis by making data driven recommendations and help parts of the marketing cycle work together by applying the learning of our research to drive revenue or change.
By thinking about the data with the conversion in mind we can go beyond analytics in the classic form and think about intent and purpose of user’s needs.
We can consider how our brand architecture works to help or hinder the conversion process.
As part of this service we can collect additional information such as:
- Heat maps to visualise data and use it understand clicks and how people interact with design.
- Use Scroll Maps to learn about long-form content page-level and site-wide which can teach us about engagement and user patterns.
- Undertaken user testing with defined goals and research objectives to gain primary research to inform our recommendations.
- Use independent user video recording to see beyond our data analysis
- Complete multivariate split tests to gain quantitative data to support our recommendations and changes.
Conventional market research seeks to understand the wider market, segments and environmental considerations.
CRO is a privileged combination of marketing disciplines which are tactical and incremental to help inform overall strategy.