How To Carry Out Conversion Research For Maximum Optimisation.
Conversion rate optimization (CRO) is the practice of increasing the percentage of users who perform a desired action on a website. CRO is 80% research and 20% experimentation. You need conversion research to get sustainable results over time.?
Imagine, you go to a hospital and tell the doctor you're unwell, he says, "We'll fix you right immediately" and leads you to an operating room where he wants to conduct surgery right away. I'm sure you'd flee for your life because no one operates on a patient without first diagnosing the issue.
The above scenario may seem self-evident, and you might think that no qualified doctor would do it; after all, it's only common sense, but unfortunately, many marketers do this when it comes to optimisation. They don't do proper research and they want to optimise, so you'd be wondering what are they trying to fix in the first place. *smiles.
As a result, conversion research is critical! Let's get started right away!
Optimisation is a systematic way of finding opportunities for growth and developing data-based ideas for how to build upon those opportunities.
You might wish to consider what constitutes good optimization. So there you have it:
To perform the above, you must conduct research because there could be a variety of reasons a problem exists and if you want to go the test route, there are many parameters that can be tested. Proper research helps you know what to do and understand how people interact with your product. ResearchXL, a framework developed by CXL is a great tool that can help you carry out effective conversion research.
Understanding ReasearchXL.
This is a framework that helps you gather six types of data to make great optimisation decisions and come up with tests that tend to win more often and have a bigger impact.
Step 1 - Heuristic Analysis:
This is the first and a crucial step in determining how users interact with your website. Relevance, clarity, incentive, and friction are four variables to examine.
Relevancy - is the degree to which the search queries are relevant to your website. This will be seen in your bounce rate and click-through rate. Because search engines like Google place a premium on relevancy for SEO, you'll want to make sure your website appears for relevant terms.
Clarity - can users immediately see what you're offering when they visit your website? Is it clear what your value proposition is? According to studies, clarity outweighs persuasion. Rather than employing any psychological or creative copywriting tricks, you will always sell more by being crystal clear about your offer; for whom and what they get.
Motivation - how persuasive are the arguments for the users to perform the desired action? Answer why customers should buy from you rather than your competition. To avoid confusion, make sure each page has a single goal. Pro tip: don't reveal the CTA until the motivation has been elevated to the point where they feel driven to act. To increase the motivation of the visitor, benefits should be mentioned on the landing page.
Friction - this is where you respond to any objections that users may have. What are the potential roadblocks to them taking the desired action? Use your copy to take on the challenge. You should also look at the sites to see if there are any distractions that are preventing conversion.
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Step 2 - Technical analysis:
This is the second step in any optimization or growth project is to conduct a technical study. For example, you could want to check if your site works flawlessly across all browsers and devices, if it's mobile responsive, pages load fast and so on. Web analytics may be useful in this situation.
Step 3 - Digital Analytics:
You'll look into where the leaks are, which categories they belong to, what people are doing, where they're coming from (source/medium), and which activities are linked to greater conversion rates. Hot chars and session cam are some tools that can help you track how visitors use your website. Pro tip: walk through your website's forms to get a sense of what your user's journey would be like. If there are any flaws, this will assist you in identifying them.
Step 4 - Qualitative Research:
Survey and polls are also part of the ReaseachXL where you get to ask direct questions and get responses from your users.You might want to know what problem they're attempting to address, how they're making decisions, what's holding them back, and so on.
Closed-ended inquiries aren't always the best choice because they limit the kind of information you'll receive. After you've received all of the replies, you may sort them into categories based on things like pricing, shipping, and customer service.
Step 5 - Mouse tracking analysis:
This is when tools like VWO — a big CRO software firm that delivers recordings of user sessions — come in handy. Tracking online behavior can assist you figure out how a user moves through your site's user experience. It recognizes your users' clicking patterns.
Consider factors like where they clicked, how far they scrolled, and different session responses, among other things. This will allow you to determine whether CTA buttons are prominent enough, if the copy is clear enough, and so forth.
Step 6: User Testing:
This is critical since what individuals say (in a survey) may not match what they do on the website (which is more important for optimisation). For example, a user was attempting to checkout and was having problems; before leaving the website, a survey appeared and asked what the problem was; he responded that there was no problem, when there was a problem with the checkout button.
At this phase, you are monitoring the actions of the users at this point, such as what what is difficult to grasp, what is difficult to accomplish, what goes wrong, and so on. Normally, you'll assign the testers a job, like as finding an object or pressing a button, or going through a funnel.
Next Steps:
After you've completed your research (the first stage in conversion optimisation utilizing a framework like ReasearchXL), you'll build a data-driven hypothesis that answers what you can do or modify to solve the problem you've just discovered.
Then you go through the testing process, which could be revamping the page. Then you assess the data and continue with the experiment. This method helps you figure out what's preventing you from getting the most out of your website's conversion rate.
Don't forget that research done to discover problems is worthless without implementing solutions.?Happy optimisation!