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Secret Sauce.

Conversion Rate Optimization (CRO) Program

There’s a scary truth about your website: No matter how good it looks or how informative it is, a staggering number of potential leads and customers abandon your site every day.

Let’s start at the beginning…

What is a conversion rate and how do you measure it?
You determine what defines a conversion for your site based on what action you would like your visitors to take:

+ For e-commerce stores, a conversion is typically a sale.

+ For service businesses, such as an insurance agency or web design firm, a conversion typically occurs when a person submits their email address to get a quote or more information on a product.

+ For brick-and-mortar companies, such as a fitness center or restaurants, a conversion usually involves somebody scheduling an appointment, making a reservation or downloading a brochure.

The truth and nothing but the truth.

Your conversion rate then results from the total number of monthly visitors to your website divided by the number of these completed conversions. For example, if you get 5,000 visits per month and 500 conversions, then your conversion rate is 10%. And, as we’re sure you’ve guessed by now, the higher this percentage, the better!

So, how do we help you increase this rate?

Put simply: We find out what is preventing people from making a purchase, and we fix it.

Except, that it’s not so simple. A true conversion rate optimization program incorporates various tools and strategies to scientifically improve your website conversions. That means there is no guessing, no hoping, no wishing; assumptions are sent to the wayside as we work the case at hand, making decisions based on actual evidence.

Seeing is observing

As your Professional Problem Solvers, we’ll collaborate with your team to define your goals, discover why people aren’t converting, uncover the opportunities for improvement, and then run A/B split tests to systematically increase your profits.

All of which occurs during the following 7-Step Conversion Rate Optimization Process:

➸ Step 1
Defining Your Strategic Road Map

This is the part where we listen to you. What are your goals? How do you measure success? What conversions are you hoping to achieve?

Don’t worry—we’ll make this process quick, easy, and enjoyable.

Road to victory

It's important to remember that Victory Road doesn't start out paved with leads and conversions. But through honest cooperation, realistic goals and a thorough analysis, our CRO methodology can take the guesswork out of making your website highly profitable.

➸ Step 2
Building Your Insight Library and Establishing a Baseline

Our team will collect and analyze your customers’ data to gain insights into why previous clients bought from your business and, more importantly, why other visitors did not.

Wondering how we’ll do that? The answer is in the questions asked – and we make sure to ask the right ones:

+ Where did they first find out about your product or service? Did they use a search engine? If so, what were they searching for?

+ What objections and reservations did they have while considering the offers and messaging on your site? How did they perceive your positioning (and your USP) relative to your competitors?

+ What content on your site was/is most appealing to them? What specific language and words motivated/persuaded your prospect to take action?

We’ll use our powers of deduction through the following evidentiary processes:

First, we’ll perform an exhaustive assessment of your website’s analytics to discover what your customers are doing on your website.

Next, we’ll politely gather qualitative feedback from your clients and current prospects through non-invasive polls and surveys that will help us understand how they feel about your company, products, employees and website, and why they have decided to take action or abandon your site.

The big reveal

Armed with that information, we’ll be able to answer the most important question of all:

Why aren’t more visitors converting and how can we fix this?

➸ Step 3
Learning from Your Competition, Market, and Key Partners

This is where we discover which common mistakes are preventing your success.

Doing the homework

What are your competitors and partners doing to outperform your business? Are there actions that we can duplicate and improve upon? What about your reputation in the marketplace – do you know what your customers and website visitors are saying about you on social media sites and discussion boards? How can we use this knowledge to better serve these customers?

➸ Step 4
Creating and Prioritizing Testable Deductions

As we said before, we don’t make changes based on assumptions or guesswork; we analyze, deduce, hypothesize and, if the hypothesis is correct, we conclude.

Once we’ve made our deductions and created several testable hypotheses that can convert more visitors into leads and more leads into customers, we’ll prioritize the ideas that will make a HUGE impact on how quickly you get results. How? By quantifying these three key themes:

As the Sherlock Holmes of CRO agencies, we won’t just randomly test ideas that may increase your conversions, we’ll use the information gathered thus far to establish a powerful and efficient framework for site tests.

And we won’t suggest anything for your site unless we can:

  • + Explain the observed problem that led to the suggestion.

  • + Outline the recommended change to your satisfaction.

  • + Describe what you expect to gain from making that change

Resources

How difficult will it be to create, maintain, and update the suggested website changes? If the changes require constant upkeep, they may not be the best investment. We will focus on the changes that could have a larger impact and that are easier and cheaper to maintain long-term.

Opportunity

How much can we realistically improve the conversion rate on this page? If the chances are not particularly high, then we may want to focus our efforts on improving a page that will directly impact your bottom line.

Importance

How important is this page to your sales process? If improving the conversion rate of this page will significantly grow your business, then you know you’re on the right track.

➸ Step 5
Designing and Running A/B Split Tests to Increase Your Conversions

As the name implies, an A/B split test involves assessing two variations of the same page, an A version and a B version.

To conduct the test, we’ll first install a piece of code from a company such as Convert.com or Optimizely.com on your website. This code will allow you to “split” your traffic so that some people see page A and some people see page B. Typically 50% see each variation, but you can split it however you choose.

Once we split the traffic, we then measure how many conversions you get from each page. After your test is complete, whichever page gets more conversions will be declared the winner.

Proof or it didn't happen

In this example, you can see that test A converted at 18%, whereas test B only converted at 12%.

What will we test? (Hint: It’s a LOT more than the color of your buttons!)
There are thousands of different items that can be tested, the tricky part—and the part we’re experts at—is to know what to test first. Here’s a list of just some of your testing options:

Your unique selling proposition

Your unique selling proposition: this is the statement that describes what makes your company special, and explains why a customer should buy from you instead of a competitor, or not buy at all.

Your offer language

Are the terms you’re using confusing, or scaring away, your prospective buyers? It’s easy to forget that clients don’t always know as much about our products and services as we do, and it may be time to reassess.

Your site’s bells and whistles

Adding the newest designs and features doesn’t always increase your conversions; sometimes it just complicates your site and gives your visitors a headache. Find out which ones work and which ones don’t, first.

Your use of social proof and testimonials

The question isn’t whether social proof and testimonials are a good way of increasing sales; it’s what social proof will work best for your company, and what pages they should be on?

Your sense of urgency and scarcity

These “emotional triggers” are proven to help conversions, but only when used at the right point in the sales process. Should you use them on the home page, the cart page, or both?

Your placement of images and videos

Video, audio, and compelling images can dramatically impact sales, but only if used properly. Testing will help you find the sweet spots.

Your lead forms

Confusing, long, or simply unappealing forms are a sure way to turn off potential customers. Track your form fills with advanced analytics software to figure out which fields your clients are filling out and which steps they’re getting stuck on. Then improve these forms and watch your conversions soar.

➸ Step 6
Launch the Winning Pages to Your Site—and Repeat as Often as Possible

Finally, we get to start launching new web pages and making more permanent changes to your site! Once we’ve declared an A/B test successful, we’ll launch the winning designs on your site. If you’re happy with your new conversion rate, then you can stop testing and enjoy the increased profitability and better ROI for your marketing spend.

But…you don’t have to stop there.

Repeat the CRO process again and again, until you maximize the potential of every important part of your marketing funnel. Continuous testing creates incredible momentum and has been shown to provide businesses with double- or triple-digit growth year over year.

Can't Care

We don’t care what anybody else has told you, launching a new page before testing, or making big changes on a live site, should be avoided at all costs! Here’s why:

The magic of A/B testing is that you can determine the winner by tracking which page leads to more conversions. Knowing a page is a winner before you launch is like having a psychic friend helping you grow your business. Wins all around.

➸ Step 7
Rigorously Apply These Insights to All Areas of Your Business and Your Other Marketing Campaigns

At M+Co, conversion rate optimization is only a part of what we do. We’re constantly on the lookout to make sure you get the highest possible ROI from your investments, and we have the knowledge and expertise to help you diversify your customer acquisition channels in order to increase the stability of your company and business.

#winning

Your increased conversion rate will open up your budget and allow you to invest more in advertising channels, such as PPC, social media, affiliate marketing, and offline media. And, if desired, we can even develop and execute a plan for you to utilize your newly-attained customer insights throughout each of these marketing channels.

Are you ready to increase your conversion rates?

Stop guessing how you can increase your sales and start using a scientifically proven process for discovering and implementing the exact changes needed. Schedule a Free Consultation today and leave your regrets at the door.