Only a fraction of the web service visitors acts as desired. However, the number of desired actions can be increased with conversion rate optimisation. Its purpose is therefore to improve the efficiency of the web service.
Conversion Rate Optimisation (CRO) can be described as removing obstacles. The purpose of the web service is to get the user to perform a certain action. However, there are various obstacles to this, which is why the goal is not always achieved. The fewer obstacles there are, the more likely it is that the desired result will be achieved. For example, we want you to familiarise yourself with the content of our website and get contact us. Like this:
Obstacles to the desired action
Barriers to conversions can be diverse and have less or more impact on the results. They can be simply described as follows:
- the user cannot be convinced that it is worth performing a certain action
- the user does not understand what they should do
- the user is unable to do what they would like to do, or it is too cumbersome to do so
- the user does not trust the service and therefore does not act as desired
- the user thinks that the same act is better performed in another web service
- the user postpones performing the act, which increases the risk of not performing it at all
Conversion optimisation is based on the goals of the web service
When it comes to improving efficiency, a web service must have clear goals. After all, conversion means the realisation of a goal.
There can be several different measurable goals, but the most important thing is to set key performance indicators (KPIs) for the online service. These are the most important performance metrics derived from business goals to guide the development of your web service and business.
How to execute conversion rate optimisation?
The importance of data is crucial in conversion optimisation. The analytics solution for the web service must therefore be functional and it should also cover digital marketing measures.
Performing a conversion rate optimisation begins with mapping out the current situation. The measuring is performed by comparing the results made before and after the changes.
Changes can be singular or a series of changes. The advantage of several successive minor changes is that it is possible to identify what changes typically bring results.
Typical conversion optimisation methods include:
- Describing the company’s operations, products and services in a way that appeals to the target group.
- Improving the visual appearance of the website so that it looks more pleasant.
- Making the structure and text of the content clearer so that the user can find the content they are looking for more easily.
- Developing user interface elements, such as buttons, to be more distinctive.
- Increase the number and improve the placement of content and UI elements that drive action.
- Build the reliability of the web service with, for example, certificates, customer recommendations and security solutions.
- Reduce the uncertainty associated with purchasing in an online store, for example, by offering multiple payment methods and the possibility of free returns.
A / B testing compares the impact of changes made to a web service on user performance. In practice, a different version of the online service is displayed to different users, for example in 50/50 increments, and the results are then measured. The version that produces better results will be further developed and the worse will be discarded.
Google Optimize is a tool for A / B testing. Comparable results are obtained when the changes are sufficiently different and there are several users. In particular, a sufficient number of users is important for obtaining statistically valid information
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