CRO (conversion rate optimization) is to sell more without increasing investment in traffic acquisition.
It is a methodology of continuous improvement, with the objective of making the most of the traffic achieved, implementing learning obtained through A / B tests and improvement hypotheses.
This will allow you to identify your market position, compare your performance with that of your competitors and learn from successful (and failed) tactics to improve your own campaigns.
A higher conversion rate results in a better ROI of each traffic source and campaign. Benefit every aspect of digital marketing by increasing the value of each user of your website.
In CROnuts.digital we are specialists in analyzing the way in which users interact with the web and develop ideas on how to increase the conversion rate through various tests and changes.
The improvements are permanent, so the value of each change lasts long after the tests are completed.
Even if you choose the development of a new website you will get the conclusions of each test we run. That constitutes a knowledge bank of best practices, therefore your new website does not start from 0 and has a much higher performance.
Business decisions based on data, not personal opinions.
Detect the vanishing points of your website and where you are losing money.
Each winning hypothesis has an impact on all channels.
It helps you sell more without increasing investment. Improve ROAS.
Reduce CPA and improve Quality Score.
It helps us to identify the needs of different segments or sections.
It improves the perception of our brand through a good user experience.
Decisions based on personal opinions.
Positioning CRO and SEO get along very well, however, they are not the same.
Immediate. The tests need interactions and time in order to generate some sort of useful learning experiences.
Miraculous. A good value proposition is the basis for any CRO methodology in order to work well.
We review all conversion objectives and their implementation to ensure that the data is reliable through an audit.
We apply our best practices checklist.
We audit your conversion funnel and the flow of your business objectives.
We identify and evaluate where the most problematic points are.
We measure the behavior and interaction flows.
We detect the pages with the worst performance.
We define segments and audiences in order to achive a better understanding and needs of all your different users (devices, browsers …).
We analyze the pagespeed or the speed of the web.
We implement in the critical conversion pages:
It is the main element for conversion, the success of our CRO efforts will depend largely on it.
We analyze whether there is coherence between the message we are transmitting and what the client finds once it has landed on our page.
The fact that the page is relevant to the user will motivate him to perform the action that we want him to perform on our website.
The information should be as clear as possible. We have to make sure that the website articulates the value proposition clearly together with a call to action, so that the images and texts must create a clear process without work, which reduces the time of understanding and facilitates the realization of the action.
We must make it easy for the user of a website and avoid having to think about how to do the next step.
We must get rid of everything that does not help conversion.
Finally, the other conversion inhibitor is distractions on the page. One of the most important points of the conversion is that each page has to have only one goal to fulfill.
We cannot claim that on the same page they buy us, subscribe to our newsletter, follow us on social networks, call us, send us an email and mention us in a photo on Instagram.
We have to focus on a single action so that the user sees it clearly and concentrates on doing it.
Eliminate all possible obstacles that keep users from converting.
Who are they? Is it a legit company? What experience do they have? Will they scam me?
These are just some of the questions that the user may ask when they arrive at a website. That is why it is important to put ourselves in his place and convey confidence.
On more than one occasion we have found real gold mines of persuasion in the FAQs of our clients.
It’s not just about talking about the company and its benefits, but about eliminating all doubts in the purchase process.
If you have real customer testimonials or you can get them, show them on your website. If you have additional guarantees on your product that differentiate you from the competition, tell them to your customers.
Provide incentives that increase the possibility of converting. If there is any reason for the user to perform the action now and not later we can use it to incentivize the action
The tone of the presentation, the offers or the temporary limitation can add urgency to the user to perform the action at this time and thus increase the most impulsive conversion.
Once analyzed WHERE and WHY, it is time to develop hypotheses for improvement to check if the proposed solutions are right.
The improvement hypotheses must be designed to achieve learning, which must be related to the problems detected in the analysis phase and the idea of understanding the needs of our users.
The objective of the hypothesis proposal phase is to generate a test Road Map to work on.
The implementation of a test depends largely on the A / B testing tool used and your mode of operation.
Some A / B testing tools require a complex implementation and the use of technical equipment to insert the <script> in the source code of the pages where you want to test, while others make it possible to launch a test without having to count on technical knowledge.
Our model uses a graphic editor where we can make changes very easily. In this way we greatly improve the agility of the process. In terms of the mode of operation, there are two trends: the integration of the A / B testing from the company, with its own employees responsible for carrying out the tests.
On the other hand, the management by our digital agency that, in addition to offering consulting and reporting, will be our UX / UI experts who are responsible for the design of the variations, the development of graphic elements and the modifications of «copywriting» when necessary.
In CROnuts we have a team with a lot of experience that can help you with any type of idea you want to try.The choice of the A / B testing tool and the mode of operation will depend largely on the digital maturity of the company and the resources that I want to allocate. Each case is different and you must choose the solution that best suits your needs.
As soon as an alternative version improves the performance of the original version with a high reliability rate, it is necessary to implement and show such variation at 100% of your traffic so that we do not lose any conversion.
Depending on the company, passing a variation to production can take a long time. Therefore, in CROnuts.digital we develop websites specifically designed to be able to scale and apply variations in a very fast and dynamic way.
Once in production, we always check that the levels obtained during the tests are confirmed in the long term.
There are many reasons why in some cases this does not happen and there are better results during the test than in production.
For example, as holiday periods near the end of the year approach, the sense of urgency increases, so conversion rates tend to rise naturally.
If a test shows that the winning version improves by an increase of 10% during this period compared to the original one in, it is possible that the actual improvement is somewhat smaller.
We inform about lessons learned thanks to the tests performed so that you are aware at all times of the evolution of your digital business. But there are also general lessons that can affect other areas of your business and, therefore, must be shared with the rest of the departments (sales, marketing, communication, etc.)
Finally, if the implemented A / B testing tool can evaluate the monetary benefit generated through the test, we can calculate the ROI of the testing program to justify your investment.
A / B testing should be understood as a continuous optimization process.
We always start with the search for problems and hypotheses and at the end of the test we use the results to generate new optimization ideas and enrich the roadmap.
The more you apply the Test, Learn and Iterate method, the better tests you will perform.
Our conversion rate optimization service will always adapt to your individual needs, the current performance of your website and your business objectives.
This being the case, the tools we use and the tests we will perform will vary for each company.
However, each CRO campaign will consist of a continuous hypothesis, test and analysis report with recommended conclusions and changes.
We use industry-leading tools to collect and visualize data in order to make accurate and effective decisions. The following tools are used in the creation of the hypothesis report, in tests and analyzes:
We use this software to run A / B tests and multivariate tests without code or HTML.
This means that we do not need to change or update your website code every time we create a test.
We use this powerful landing page analysis tool, to collect user feedback, as well as to perform usability tests and generate heat maps with which to better understand the areas of improvement of the web.
We can use each of these tests during the planning and execution of our CRO tests.
It is a <script> code that generates an iframe container that, placed just after the opening of the <body> on any web page, this code snippet, will replace most of the campaign and tool tracking tags that before they had to be installed one by one. It is often used to measure SEM campaigns, to install web analytics tools or to implement A / B testing tools.
In light of the ability to permanently increase the proportion of visitors to customers, the CRO is rapidly becoming a main focus within many digital marketing strategies; If it is not yet integrated into your strategy, it is likely that all the investment you make in traffic capture is a waste.