How To Increase Conversion On Your Website (CXL Growth Marketing Min-degree Review)
Blessing Onyegbula
B2B SaaS Content Writer for Cybersecurity, Martech and HR Tech Companies | Copywriter | Content Strategist
There are not a lot of books that break down the technicalities of running a startup the way The Lean Startup does.?
Especially with its explanation on the Minimum Viable Product (MVP) and pivoting as a startup.?
Most times, we build our business on an assumption of what people need. And while psychologists can easily postulate fundamental truths that guide the way people behave, the fact remains that humans are dynamic.?
So in the business world, guesswork is not the way to go. Instead, solutions should be modeled after the customers and not the other way round.
Plus, people's priorities have changed in the aftermath of the pandemic. There’s now a slight shift in the way people shop, especially online. Now imagine you as a business owner, not factoring in these peculiarities of human behavior, plus the post-pandemic effect.
All of these point to the need for companies and businesses that hope to thrive in these times to be at the top of their game. So, having a well-optimized website for your business is an excellent place to start.?
When optimizing your site, the emphasis is not just on accumulating data and all sorts of metrics for analyzing them. Instead, it's always on the best kind of data for every given problem. Otherwise, you end up overwhelmed.?
And since you'll most likely be running on a fixed marketing budget, it also means a waste of company resources without any results to justify it.
Hence, for every data you gather, it should be a question of what will you do differently based on the data? If the answer is nothing, then you don't use it.
To make it easier, you can adopt Peep Laja’s ResearchXL method for gathering and analyzing data. It uses six types of data inputs which include:
1. Heuristic Analysis:?
This is an experience-based assessment of your website. To do it, think like a regular user and assess the web pages for clarity, friction, anxiety, and distraction (animations and the likes).? Every page should have one goal, and anything distracting doesn't help.
2. Technical Analysis:
Try to understand the best-performing browser or device for your site and those that convert lower. Then, get rid of the bugs that slow down conversion so you can stop losing money.?
Secondly, consider Speed Analysis. Site speed or loading time is a major UX factor on sites and can be bouncing off traffic, affecting your sites' CTR and conversion rate.?
3. Digital Analysis:?
A standard tool for this is Google Analytics. Here, you want to understand the customer flow stack.?
How and when do they come on and drop off from your site? Then understanding the behavior of the users on the site. What encourages the users to purchase, and what's the process like?
4. Qualitative Research:?
This consists of surveys and user tests. For surveys, you can use polls.
An important category of your users you should consider are those that made recent purchases as they have a more recent experience of the process.?
5. User testing:
This just has to do with trying to understand how users behave on your site. It's like the most comprehensive type of testing you'll do here as there are lots of boxes to be checked, that will help you learn how users interact on your website. The highs and lows, and even the hints on how to solve their problems.
6. Mouse Tracking Analysis:
Track people's activity on your site through session recording apps.
What to do After Research
Rank your data in order of priority, with five being the most important.
Here's a breakdown of it:
5 - Major issues. A problem that's making you lose a lot of money and is affecting a large portion of your users.?
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4-? A critical issue that will be encountered by many visitors to the site or has a high impact.
3-? A major usability issue that has a lesser effect and may not be viewed by all visitors.
2 - Lesser usability issues that all visiting may not consider or have a lesser impact.
1 - Minor usability issues.
However, these ratings should be subjected to two primary criteria:
Measuring the effectiveness of a Testing program
1. Testing velocity: the frequency of your tests matters. The faster we test, the faster we win.
2. Percentage of tests that provide a win: test things that matter, not silly variables.?
3. Impact per successful experiment:?the result from each experiment you do on your site.
According to Jakob Nielsen, here are five criteria for defining usability, which are:
-.Learnability: how fast can first-time users accomplish tasks on your site?
- Efficiency: how quickly can users perform tasks after learning the design?
- Memorability: when users return to the design after a while, how easily can they reestablish proficiency?
- Errors: how many errors do users make, how severe is it and how easily can they recover?
- Satisfaction: how pleasant is the design?
USER TESTING
As the name implies, it's all about getting insight into the mind of your users. And as you've probably figured already, it helps to identify the obstacles they experience on your site and how best to tackle them. Finally, it's all about the Why behind your user's behavior??
Like:
So to get the best from user testing, here are the best times to do it:
As a growth marketer, your user testing should be able to give you insights on:
The idea behind these questions is that there should be a central theme behind your user testing. It's not just about the timing of it. These questions at the back of your mind ensure that you're hitting essential goals with the testing and not just a task to be checked in your growth marketing process.