If you want to learn CRO, it doesn't take a genius. But everyone has to start from somewhere. We hear this word most frequently, but do you know how can we actually rank higher in the search engines?
CRO isn’t that tough. Some people conclude that it takes years of research and study to learn it, but I don’t think that’s true. We can learn the fundamentals in just a few minutes. If we get the basics right, we can increase the clarity of our website on the basis of our knowledge.
Follow these basic guidelines.
If we want to achieve the greatest amount of success from our efforts then being as an SEO agency, conversion optimization should be the prime focus while developing an SEO strategy.
What is Conversion?
Conversion is the act of transforming site visitors into paying customers. Also one of the essential parts of paid inclusion campaigns is the conversion rate.
A conversion rate is the percentage of total volume of visitors taking the desired/intended action, it may be buying a product, or some other action of the web page.
Conversion rate optimization (CRO) is a structure that increases the number of visitors to a website that convert into subscribers or customers.
For example, suppose there are 1000 visitors to a website (traffic), and 100 of those 1000 buys the product the website sells, then the conversion rate for that website is ten percent.
As the conversion rate of a website increases, the sales also increases. By conversion optimization, we’ll not only be able to drive considerable traffic to our website, but also we will do so in such a way that the visitors that reach the site will actually take action, upon arrival. For this, we simply need to change the way we look at our strategy and put an effort to the place that will increase both conversion and search engine optimization.
Consequences of Conversion Rate Optimization:
1.) CRO converts your ongoing traffic into leads or sales.
Conversion rate optimization helps us capitalize on the traffic that we already hold. Which means we do not require investing more capital getting visitors to our site, all we need is doing a better job of converting them once they arrive there. Optimization increases the earnings on our existing investment, converting a bigger number of our current visitors is much more cost-effective than attracting new ones.
2.) CRO is not about securing customers, it’s about securing more of the right kind of customers.
Converting anyone is not what we need. Through CRO we watch for people who admire our product and support our business efforts by letting others know how tremendous we are.
3.) Maximum Profit.
We do not pay more money to achieve these conversions, so the profit directly affects our net income. And hence it gives us maximum profit.
Architecture of Conversion Rate Optimization
Stage 1: Set up a Baseline
Here our main objective is to see where we stand at present. We will analyse the areas that could be improved with the set of resources that we have. Try to find the barriers to conversion. First of all we select our conversion optimization data-gathering tools and install them on our website. There are various analytics tools, from which we can choose the one we like. Basically what we need at this stage is: • A basic user analytics tool like Google Analytics • A conversion analytics tool like KISSMetrics or Omniture • User interaction software like CrazyEgg
Stage 2: Analysing and Testing Optimisation Strategy
Now we will analyse our page and find out what is actually happening when people land on our website. It totally depends on us how detailed we get here. Higher the effort, better will be the results.We can start analysing our page in user analytics tools, while analysing we specially need to consider these metrics : • Average Time on Page • Bounce Rate • Conversion Rate
Survey is something that we need, through which we can gain intuitions directly from the users. From our user interaction tools, we can easily look at:• Whether users are able to find the information they are looking for? • Whether users are paying attention to the crucial elements? • Do we have irrelevant distracting information?
Optimizely and other testing tools allow us to directly audit how users are interacting with our site. Whenever we amend anything, we need to compare the performance before and after the amendments i.e. Changes in metrics, survey results and how users interact with our site.
Stage 3: Design a Testable Hypothesis
This is one of the most analytical, so be careful now!From stage 1 and 2, we’ve analysed the page we need to check, as well as gathering information related to user interaction and conversion on it.
Now, Forming a Hypothesis is our essential step to improve our performance.
Suppose there is an important button and no one’s considering to it, how can we fix it?
We can make changes like:
• By making it bigger or smaller • By modifying the font size and font style • By changing position of the button • By eliminating surrounding distractions
Stage 4: Testing of Hypothesis
We must test our variations accurately. Several recommended CRO tools have arrived a long way and are especially transparent. We can start with either Optimizely or Visual Web Optimizer (VWO) for better tests. We must check out Unbounce, while handling a landing page and especially when we want to redesign it from scratch. This saves a lot of time.
Stage 5: Execute your Test
In this stage we’ll measure the progress through the baseline that we have established. When we compare the output data to baseline, it will notify us what to do next.
There is two possibilities either the test is accomplished or the test isn’t accomplished.
If the test is accomplished, then it’s excellent. Although the test was success we can still continue refining and re-testing this page, to create it as beautiful as possible or either we can remove this matter off.
If the test isn’t accomplished, don’t be stressed. Again we’ll go for the Stage 04, re-examine the data, and design a new test. We get to learn as much from unfavourable outcome as we do from a favourable output.
Memorize that a CRO strategy is a long period strategy. Disregarding the entire outcome of our basic steps of testing, we should consider optimization as an open-ended process rather than an end target. Considering the manner we do business is consistently growing and customers’ needs vary by time, at no time we will reach the point where we’ve run “sufficient” tests.
Some important set of points to memorize as we enter to optimization campaign:
• Optimization is no way “ended” with testing. • Assumptions are strong part to start. • Not all assumptions get in the way of facts. • Test each and everything one by one.
Domain authority is also very important factor for better ranking, please refer this http://www.outsourcesem.com/blog/domain-authority.html article.