+ 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!
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.
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.
+ 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?
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?
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:
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.
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.
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.
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%.
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.
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.
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.
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.