Conversion Rate Optimization is a set of relatively new techniques and it quickly became essential for any online environment. But first, what is conversion? The term is commonly related to sales, but it’s more than that. It’s about a user action, such as sending a form or download an application for example.
If you are in doubt as to the need for CRO for your site, we can help. If any of the topics below makes sense for your reality, it’s a sign of your website needs to be optimized.
1. No website is perfect
No website is ever finished because we should consider it a changing rather than static environment. We have been saying that the website – as well as other platforms such as email, SMS, and push – must be treated as a direct channel of communication. And to be relevant it must be customized according to the customer’s needs in convergence with other channels.
The online environment also needs to adapt to the public’s behavior changes causing necessary changes with optimization purposes. To put it simply, CRO.
2. “Even with a new website/sales platform, the sales are not increasing”
Maybe that radical change was uncalled for. Before remodeling a website or a sales platform, doing a study on usability and performance and some A/B testing to understand why some aspects came to bother you to the point of starting it all over. After these tests, several answers and learnings will be accessible and could be used in the new environment. Don’t change your entire website based on guesswork. Remember: if you are not testing, you are guessing.
But since it’s already done, before anything else the users’ learning curve should be taken into consideration to understand the new layout and new features. You should look at the usability problems and try to remedy them, something that can be done teaming up with CRO technology experts.
3. “My bounce rates are through the roof”
Bounce rate is a relative and highly debatable metric. Each website has its own average bounce rate. Therefore, you should take into consideration the increased rejection rate comparing period X versus Y period for the answer to be viable.
If even after drawing this parallel between dates your rates are still going up, something must be improved and you can find out what with the support of a CRO project.
4. Focusing on desktop? That’s so 2015
Several players have discovered that mobile has overcome desktop when it comes to access. Being mobile first is no longer enough.
What we said in the first item of this article also applies to mobile websites: the environment needs to be optimized and adapted to the needs and user preferences. Planning CRO for mobile devices is extremely important.
The first step is to assess if the growth of the mobile access is being followed by conversion. This is the first indication of the need for a conversion optimization project.
5. “My visitors keep abandoning their carts”
Another relative metric: shopping cart abandonment. No one likes to hit the crossbar, that’s beyond the point.
Sometimes the problem is not in the cart itself but in the lack of information on the previous page (the product page). Optimize as much as possible the previous sections to take a more qualified audience to the shopping cart.
Another key issue is the audience. Taking unqualified public to the website can lead to many problems, the main one being increased dropout rates.
You need to manage the data to understand and address the audience, activating it with relevant and consistent campaigns across all channels – that’s cross-channel marketing.