Conversion Rate Optimisation (CRO) is a step or two further down the digital marketing funnel than most SaaS companies want to deal with – what happens to the traffic once its hit the website?
Do we get free trial sign ups?
Do we get newsletter subscribers?
Dow we get paid subscriptions?
When we started Swell we were purely worried about the product.
It was all that mattered.
Having a great SaaS product with built in "Growth Loops" is pivotal for SaaS success.
But nothing is going to trump user acquisition optimisation through great CRO.
While you may be focused on any number of user acquisition channels such as SEO or PPC that traffic is worthless if they dont convert into the primary action you want them to take.
I know will retract in fear and repeat their T&C’s and stating that they only look after Rankings and Traffic – but what if the rankings and traffic aren’t bringing in any conversions? What’s the point of driving leads to a website if no one purchases the product?
CRO is a powerful tool for most SaaS companies these days – and it rightly should be.
Getting pages set up correctly to ensure visitors know what to do on your website, where you want them to go and not want them to go, and how to get them to talk to you or purchase your product.
If you didn't know about it before reading these sentences you might be sweating bullets because your current strategy may be about to be thrown out the window.
Let’s take a look at my predicted hottest trend of 2019 for SaaS companies looking to scale – Conversion Rate Optimisation.
What is CRO and why does your SaaS need it?
Search Engine Optimisation (SEO) is an important part of the puzzle that is internet marketing. SEO is always working towards getting you more traffic and higher rankings. In a nutshell its literally optimising your website for search – so people can find you and your products. You can do technical SEO, On Page SEO, Off Page SEO, Visual SEO, the list goes on – its all about driving people to your virtual doorstep.
A successful SEO Campaign doesn’t necessarily mean that your customers are loving the work – they might be seeing the best numbers in years via Google Analytics – but if they are not purchasing, then you’ve got a CRO problem. The amount of times customers have asked us why people aren’t inquiring is endless “I see the traffic but its not converting! Is this bad traffic? Is it my product? Is there something wrong with the website?” the response is generally the same, Lets take a look at what people are doing when they hit the pages.
What is Conversion Rate Optimisation?
CRO is the practice of increasing the rate at which people complete a goal on your site, be it sales or leads. It’s about optimising the traffic you’ve already got to increase conversions. If you optimise and improve your web conversion rates, you will receive more enquiries from qualified leads or convert them to customers directly from your page.
What Does CRO Mean For your Business?
CRO would help you increase the total conversions which in turn would increase overall revenue, decrease your cost per acquisition and increase the overall ROI of your marketing efforts.
The specific definition of what your business considers a conversion is vital in the beginning of the process. For example, for an e-commerce company a conversion or a goal may be a sale, where for a service based company a lead, enquiry, contact form fill would be termed a conversion.
What is the CRO process?
In a nutshell the process for CRO is:
- Start with an assumption – ‘People are bouncing due to poor on page copy’
- Measure the existing traffic observe their behaviours
- Analyse the data and investigate the information
- Review and Implement a test – Change the on page copy
- Measure the traffic again and repeat
This is a very simplified breakdown of the process – but you get the idea, you want to understand why the site isnt doing what you thought it should be doing. If you were any good with high school science, the process is similar – but you’re not mixing chemicals.
How Does CRO Work?
Simply, CRO involves changing elements on your website to improve the effectiveness of your website to influence a purchase or enquiry. A few techniques involved in CRO are:
- Call to Actions (CTA): A button or an instruction on your website that provokes immediate action from the website user.
- Conversion Funnel Testing: Testing different methods and pathways that users can take to buy a product or make an enquiry.
- A/B or Split Testing: This is testing two different versions of a web page or email. Elements on the two sites are different and the effectiveness of each element is tested. The most effective elements are then implemented and the least are removed.
- Multivariate Testing: The testing of multiple variations of many different page elements in various combinations to determine the best performing elements and combinations.
What data do we look at for CRO?
A heat map or click map displays the on-page analytics of user behaviour on a site. Using different colours to indicate movement, a heat map will show the areas that visitors interact, or look at more often. The brighter the colour of a zone, the more people have focused on it.
This form of web analytics focuses on where users are clicking. Using click analytics, we can see where people are clicking, which helps determine the effectiveness of the website design and content.
Watch videos of people using your site! It’s one of the biggest eye openers that any site owner will see. If you’ve ever wondered why people arent going to the right page, or if they understand your call to actions, then you can watch them using your site.
Your analytics tool of choice will have some of the best information available about how people are using your website, most sites will be running Google Analytics and when you’re a certified Google Analytics professional or working with an agency, you’ll be able to discover a wide range of issues which could be affecting your conversion rate.
How do you implement CRO Changes?
This test checks the performance of a combination of different variables to determine what works best. Testing the effectiveness of various headings and images, a multivariate analysis aims to identify the ideal combination of elements. A test like this can be useful when trying to determine which combination of elements lends itself best to a conversion goal.
A/B Testing or split testing compares a single webpage against a variation of the webpage. The test determines which variation is more likely to lead to reaching your conversion goals.
A visitor is shown either the original webpage or the variation. Their interaction with the page helps determine which is more effective in promoting engagement.
A/B testing isnt limited to websites – nearly every marketing program or platform will let you split test everything. Facebook Advert Manager, Google Adwords, Bing Ads, Google Display Network – all of these platforms allow you to split test your ads, split test your images, split test your call to actions.
This strategic form of marketing is quickly becoming the norm as businesses develop personalised marketing that targets the individual. It involves the analysis of user data to develop an understanding of possible customers. Content is then tailored to fit their online preferences.
A great example of this is Marketo and it’s powerful features – dynamically generated pages based on users click behaviour.
What apps can help with CRO?
Depending on your budget and what you want to achieve there’s plenty of CRO tools out there – The list below is a great stack for beginners and most of them offer free versions.
There you have a very top level view of conversion rate optimisation and why its so important for online businesses. We’ll be looking at Conversion Rate Optimisation in some more blog posts and we’ll let you know our process for CRO and how we’ve found success with it for our clients and for our selves.
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Conversion Rate Optimisation isn’t about generating loads of new, unfounded traffic to your website unless you are testing meta title varients or ads sets.
It’s about turning passing consumers into customers, leads into buyers, browsers into long-term clients. Elevate can help you achieve this. All it takes is some planned analysis of your market and a rigorous review of your digital strategy and then implementing changes that appeal to their needs and buying power.
We aim to turn unprofitable traffic into bankable profit. As your website, app or ad campaign is optimised, you’ll find that traffic continues to occur naturally, but with an uplift in the amount of conversions. When it comes to CRO we aim to give your digital infrastructure and its functions as much ongoing value as possible.
Understand Your Audience
It’s more than likely you already have a fair understanding of your audience. But do you know how they behave online?
Elevate helps businesses understand the actions their audiences take online using a range of conversion rate optimisation tools and software and some tried and true methodology. We then help tailor your website and digital marketing promotions so that they appeal to your audience and help then convert.
Being able to connect better with your audience means effective interactions that lead to conversions.
Where would you like to see improvement?
The effectiveness of a website often depends on the sum of its parts. While some components of your site might be killer, such as your content; it only takes one flaw or a decrease in standard on your site to scare off a conversion.
Elevate adopt a holistic approach when adapting your website for conversion rate optimisation. We take care to make sure each component of your site is optimised for the greatest conversion opportunity.
CRO & Landing Page Design
Understanding your audience is one thing, but this needs to be communicated through your design. Our design and development team put your consumer understanding and our gathered analytics into practice with effective landing page design.
Elevate focus on prompting a series of search actions from possible leads. Implementing design that leads to click-throughs, an increase in visitors and ultimately consumer conversions. Supported by our CRO functions, we help guide browsers towards a commitment to your business.
CRO & Website Design and Copy
Appealing to your audience is one of the key components of conversion rate optimisation. This is best done through great user experience, tempting calls to action and engaging copy.
Elevate is on top of all this when helping to optimise your web page. We also continually refer to the target audience so that we never lose sight of the end goal; To captivate and convert customers.
The audience we help you target aren’t just anyone. They’re people uniquely interested in what you have to offer. Using SEO we put your business in people’s line of sight. Making it visible to users looking for the products and services you offer. With tailored and consumer-driven messages backed by SEO, your website will lead to conversions.
These people feed into our analytics as well, giving us a better idea of what your market is looking for when searching online. This has the potential to create ongoing value for your business.
Tracking CRO Using Analytics
Once Elevate has helped identify and implement your CRO, we then track the results. Analytics helps us keep a close eye on user and consumer behaviour. This way we get to know what works best. Tracking CRO using a variety of helps you understand customers and determine whether or not they are taking the desired actions on your site.
After testing the success of our actions we can help tweak future campaigns based on real consumer information and behaviour. This way the next iteration is increasingly targeted to your audience and growing customer base.
At Elevate we are focused on the total digital marketing landscape which means we care as much about your Ad titles as we do about your meta titles. We are focused on your campaigns getting the most exposure possible while determining what advertising is not resonating with the consumer. We do this through advanced analytics segmentation and A/B testing.
With the maturity of the ad platforms in the marketplace we are perfectly placed to split test ads in real time saving you real money to reinvest into your campaign.
Does your SaaS need CRO?