Conversion Rate Optimisation Agency Melbourne
Accelerate prospects down the sales funnel, from awareness to action.
What is CRO?
CRO is about optimising your customers’ decision-making process.
A significant part of modern marketing efforts centres around directing traffic towards your website. This make sense, as the more people land on your site and know who you are or what you provide, the more likely they are to choose you, should they need your services.
Benefits Of CRO
Our CRO Process
What are your client's pain points? At what point in your marketing process are potential customers losing interest? Sometimes even a small change in your marketing funnel can dramatically change the funnel’s success.
We undertake a thorough examination of your current marketing funnel. How well does your website convert traffic into leads and sales? How easy is the site to use? Where are users dropping off?
Putting ourselves in the shoes of your customers and potential customers we experience first hand what your leads experience. What information is needed to make a decision to enquire or buy? How can we create the clearest path to this goal while satisfying their needs to feel comfortable taking action.
Using what we have learned in the previous steps we start renovating the funnel. Changes can be in the form of revisions to your website and adding clear call to actions,to even adjustments in the tone and wording of correspondence, among a host of other common issues.
Now is the fun part. In the analysis, we will be able to clearly see how the improvements are impacting the conversion rate. The simplest and most obvious way is whether more traffic is converting to leads. But there is also great value in seeing how much further leads are progressing through the funnel and undertaking further measures to continually improve the funnel and get those leads across the finish line.
Conversion Rate Optimisation Agency Melbourne
Our CRO Strategy
Take your homepage, for example. In addition to making a first impression on visitors, your homepage is also a big opportunity to retain those visitors and guide them further into your website.
CRO aims to meet the user’s needs by emphasising links to specific products, or product information, by offering a free signup or ‘subscribe now’ button , or even by incorporating an interactive chatbot that can answer basic FAQs.
CRO also makes it easier for the potential and existing customers to browse through your pages and take actions. By taking an approach that puts the customer at the centre, you’ll be able to design features that customers will appreciate.
Customers are not only more informed than ever, but they are also more connected and receptive to establishing lasting relationships- Part of the doctrine of customer-centricity is, in every aspect of optimising your website for conversions…keep the customer in mind.
By being adaptive to changes in consumer behaviour trends, you’re far more likely to stay relevant and increase your conversion rate.
You’ll have seen them everywhere.
A Call To Action or CTA broadly speaking is either an image or a line of text which prompts your website visitors to take a specific action. A simple call to action can be ‘Click here for more information’, but effective CTAs are a little more complicated than that.
Often times, their effectiveness is thoroughly tested through a variety or processes (called A/B testing), and as you probably would guess, wording or presenting it differently can have a sizeable impact on the effectiveness of a given CTA, in converting ‘visitors’ to ‘customers’.
CTA’s are most often found in the form of an invitation; an invitation to act, to delve further or to ‘Find out more!’. Sound familiar? It should. They are most effective when they are designed and written with a specific goal in mind. Goals like; Are you after more purchases? Keep the user on your website? Or perhaps you want to increase subscriptions?
A term coined by Robert Cialdini, Social Proof, sometimes referred to as ‘informational social influence’, describes the psycho-social phenomenon by which people imitate others.
With respect to CRO, social proof is the way in which you can reinforce your trustworthiness to the user, by enlisting a variety of visual techniques to really hammer home why the user, who may be on the fence about choosing you, will end up converting to your services.
Social Proof can come in a variety of forms, and depending on your product, brand and industry, can all have varying degrees of effectiveness. Below are just a few of the ways you can amplify your brand and boost conversions:
Trust association logos and certification icons are a great way of proving your worth to your visitors. Adding a button that details your skill certifications or even industry accreditations send a strong message of trustworthiness to potential customers and can have a positive effect on your conversion rate.
Another popular social proof technique is the floating testimonial, and are very effective strategy if your industry relies heavily on a trust-relationship between business and the consumer. Testimonials show that your business is established enough to have a slew of happy, satisfied customers. This will lead to greater confidence in new customers considering a purchase.
Ask yourself; Do you look for good reviews of a product before you decide to purchase it? We do too. Reviews are an incredibly effective way of letting customers know that what they’re thinking about purchasing isn’t just what they are looking for, but that it is of a sound quality. And what better way of illustrating that, than displaying good reviews for potential customers to see!
Sometimes referred to as ‘split testing’, the basic principle behind A/B testing is to expose a website, experience (or even!) an ad, to two alternative sets of users (or demographics) to see if one responds with more conversions than the other.
This can be done with nearly every subset or type of audience imaginable, the end result being that you have a greater idea of not just who responds better to your ads or CTAs, but also where to place them!
Some of the main benefits of running A/B testing on your site include;
- Decrease your bounce rate
- Gain insight into web-page inefficiencies
- Re-design website around the user’s experience
- Dramatically reduce guess-work and room for error
There are a number of factors to test that have some of the most sizeable effects on increasing your conversion rate:
Headline testing has proven itself a necessary aspect of the CRO process, and when you think about it, it makes a whole lot of sense. Hyperbolic or ‘Clickbait’ headlines are sure to grab attention, but it’s likely to not be the kind of traffic you want, as the user who engages a vapid headline is more likely to be dissatisfied when then land on the site and realise it is not what it was promised. This approach can hurt your brand and erode trust.
Whereas dull, un-engaging headlines can simply do the opposite; fail to attract! A/B testing is a great way to figure out what kind of headlines your customers are most responsive to.
Colour palette is paramount. Not sure which ones to go with? Let the data decide! Many businesses overlook the important and powerful impact that colours can have on the unconscious mind of the consumer- Obviously however, what colour set you choose will depend on your industry.
Say for example, if you were in the finance industry- a prevalent logo colour is blue, as it instills a feeling of calm and trustworthiness. Whereas, for the hospitality industry, blue is far less effective at evoking the same response. (cite. HubSpot). What do you think is a more effective button colour to entice an online purchase, red or green? We could go on forever, but you get the drift…
A/B testing allows you to see what colour-set your target consumers respond to most.
CTA’s, Images and button text are other absolutely vital aspects or A/B testing for CRO.
Gone are the days when you could put all your important decisions down to ‘gut-feeling’.
Not sure what kind of imagery to use on your site? Test it! See what works. What about button text, invitations to click further, ‘Buy Now’ or ‘subscribe here’ buttons? A/B testing allows you to fully control the process of optimisation down to the letter.
Call to Action buttons (or CTAs) are perhaps the most common way of convincing prospective users to take an action, and nearly every aspect of their presentation can be tested; from button colours, to text, even to specific placement on the webpage.
Here’s a few tools our Melbourne digital agency uses to test our hypothesis’, based on a set percentage of your visitors, as well as where the most clicks and scrolls are happening across mobile and desktop users.
Google Optimise allows you to test changes to your site and to display version A against version B, without the need to re-code the website itself , the aim being to increase website visitor satisfaction and in turn, the overall conversion rate.
This one’s handy. Heat mapping tools like Crazy Egg, Hot Jar and Tru Conversion enable us to look at a visual representation of where the users are most interested in on your web page, by highlighting the busiest (or most clicked-on) areas, buttons and aspects of the page. By studying these heat maps, we gain an invaluable insight in to what is working and what isn’t, and perhaps even how to fix issues!
Visitor recording programs like Hot Jar, Mouseflow, Tru Conversion enable us to record videos of users browsing your web pages, so that you can see what is working and what isn’t in real time.