In this article we want to talk about the fundamentals for a business owner, digital marketer or team manager for optimizing performance of the website.
Let’s understand CRO or Conversion Rate Optimization.
It is an easy yet promising process of maximizing the value that a website can generate from customers. It is a continuous process. What may be effective at this point of time may not be useful 24 months or rather 12 months after.
Common misconception about Conversion Rate Optimization is that it is A/B testing. But trust us it is much more than just A/B testing, statistics & science. CRO can help transform your business & increase your business many fold.
Based on our personal experience we would say that some landing pages will pamper you in performance and others will dishearten you. Let us put it this way: we as a team designed 6 different landing pages for promoting IT services for a business. But one that weI felt is not visually good out performed the rest of the pages.
Upon successfully completing this drill we found the following:
1. Sample size should be big enough – not only your 5 or 10 people team can give you a judgment on the design. You have to test.
2. Test with people who will actually be using the page
3. Quantity and quality of people both matter
Mind you, no idea is stupid & test your ideas this is what will help you get better results.
Now, some of you might be thinking:
- Why should we do CRO?
- Is it easier to copy a competitor’s website that is successful?
- Or even using stock photos on the website.
Don’t stop your creativity. Yes, businesses tend to copy others but do they have the data if it is working. Why do you want to use stock photos when you can click them on your phone? We can go on explaining this.
BUT WHAT ACTUALLY MATTERS IS DATA? Use Google Analytics, Facebook Reports & other tools to understand what your customers are doing. Use Heat Maps to see which buttons or sections are working better than others. Don’t let your cognitive mind get into the way of data & science.