If you haven't undertaken any Conversion Rate Optimisation (CRO) work before, you first should start with an audit.
As with most CRO audits, the more you invest in the audit, the better the insights will be. The types of CRO analysis we usually apply are;
Here we investigate all your marketing data and hold meetings to gain insights into your business and historical marketing methods. We investigate Google Analytics data and identify which channels people are not converting from.
You will discover poorest performing channels and why this might be happening. We will make recommendations to help you make quick improvements focussing on the low hanging fruit and maximise opportunities without any design or development required.
We investigate at which stages users are failing to engage. What is making some people convert and others not? What tasks are your users struggling with?
We will highlight cart and user abandonment across all stages of the user journey. Plus offer expert advice recommending how to improve the user journey and increase conversions. We’ll install tags and heatmap software to help gather data.
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Our UXers take all the data from the previous steps and study website usability. We’ll investigate Mobile vs Desktop use, the main campaign landing or product/service pages and identify how to make these convert more users.
Our report will highlight issues with accessibility, content hierarchy, page engagement, content strategy and discover weak points of the user journey. We will provide wireframes to indicate how to improve the UI and increase conversions.
The term Conversion Rate Optimisation basically means the approach used to increase the percentage of visitors to your website, landing page or online marketing campaign that convert into an action or customers.
Website conversions are traditionally a Google Adwords measure that records the percentage of people successfully taking any action you may design for them. For example, people calling your office telephone, filling in contact forms, downloading a brochure, signing up for newsletters, taking part in a survey and anything else that helps you get feedback or sales from the people using your website.
Depending on what you are trying to achieve, we will optimise your strategy to increase conversion rates. This helps you maximise return on investment, increase sales or whatever KPI you use to measure success.
Here at Higher Ground, our CRO team run short, high-value workshops, so you get the most from our expertise with little outlay.
If you need more people calling your office telephone, filling in contact forms, downloading a brochure, signing up for newsletters, buying products - our Conversion Rate Optimisation team will show you how.
No matter what your business, it is essential that you understand who your customers are and what they need so you can effectively market to them. The information that Conversion Rate Optimisation (CRO) provides aids you in creating buyer personas. Having great insight into who your customers are and optimising your website or landing page accordingly can help in generating more and better customers, allowing you to focus your spend in the right places.
This is a question we get asked all the time, and the honest answer is we don't know. Conversion rates are no longer a measure in your Pay Per Click (PPC) account. For instance, a conversion could be a new customer coming on board. At Higher Ground, we believe conversions should be aligned with your business KPIs. After all, there is a huge difference between how you acquire a good lead versus using design and marketing to make it happen.
That said, PPC is usually the best way to learn from your target audience, mainly because with PPC you can experiment. PPC also offers you fast insights into what new customers think about your business. But conversion can also measure how many customers you acquire from your marketing.
Increasing your conversion rates usually translates as increased leads. Higher Ground are a Conversion Rate Optimisation agency - a key part of our work is measuring leads against your business success, not arbitrary metrics that don't affect your bottom line.
Our typical CRO services are:
Organic SEO can often mean lots of content. We can help you increase leads from organic search pages. It's been a long road and a lot of hard work to get the visitors, don't waste any chance to convert them. This type of CRO work often involves restructuring some pages but can boost your sales with a few minor adjustments.
Calling upon our experience with brands such as Think Money, New Zealand Lottery and JCB, our team will devise new effective methods to convert more users from a range of user journeys.
We will perform user testing sessions and provide wireframes to continuously identify usability issues to increase conversions/sales. We will provide monthly reports into effectiveness and ensure your brand is well set to increase Return On Investment across all channels.
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