Before starting conversion rate optimization:
- Calculate your conversion rate by dividing your total conversions by your total page views.
- As a reference, collect and analyze page visitor data, looking for an area to improve.
- Update an underperforming element of your page and test A/B in the new version.
- Review it once you’ve collected enough data to determine if the change has improved your conversion rate.
- Repeat this process to increase conversions continually.
Calculate your current conversion rate
The conversion rate is the percentage of website visitors performing the desired action on your page. It’s calculated by dividing your number of conversions by page views. For example, if a company’s conversion point is event registration, it is the proportion of how many people register for the event and how many visit the site. Let’s say a page gets 1,000 views or visits per week, and 51 register for the event on average. It equates to a 5.1% conversion rate.
Collect and analyze data
The first step in conversion rate optimization is collecting and analyzing visitor and page engagement data. To do this, you’ll need to set up website analytics, such as Google Analytics, which tracks the actions of visitors to your website. Once this is set up and a considerable amount of data has been collected, you will assess and analyze the data to determine which conversion elements need further improvement.
Choose a metric to improve and create a variation
After analyzing your website visitor data:
- Determine which metric performs the worst and focus on initial conversion rate optimization.
- Identify which features/functions are directly related to this metric – such as page design, messages, graphics, offer, or CTA – and select one to update.
- Create a copy of the page and make changes to the document so you can test it in the original version and determine which performs best.
A / B test pages
In CRO, A/B testing is an experiment that runs two web page versions simultaneously to determine which captures the most conversions. You must test all updated pages against their original version, and only one element must be changed at a time to show its impact on conversion rates definitively. To run your own A / B testing, set up an A / B testing tool, define test parameters, and collect and analyze data.
Repeat the CRO process
Conversion rate optimization should be repeated to increase your conversions continually. Start the CRO process again after selecting a variation with a higher conversion rate. Analyze the page based on a new metric, create a new interpretation to test, set up an A/B test, and examine the resulting data. Finally, deploy successful changes to the live site, discard failed tests, and start again.
The Best CRO Tools
The best CRO tools allow companies to increase their conversion rate quickly and cost-effectively with little effort. It includes comprehensive data and testing platforms like Freshmarketer, landing page creators like Leadpages, and website speed tests like Google PageSpeed Insights.
Here are the top CRO tools:
- Google Analytics:
- Google PageSpeed Insights:
Leadpages are landing page builders that allow companies to create effective landing pages with optimized conversion elements such as forms and buttons. Plans start at $25 a month. Learn more about Leadpages.
Freshmarketer is a complete CRO platform that allows companies to optimize conversion rates with CRO-specific tools, including data analysis capabilities, dynamic heat maps, and A/B testing modules. Learn more about Freshmarketer.
- Lucky Orange:
Lucky Orange is a conversion funnel tool that allows businesses to track website visitors and their journey through the sales funnel. It automatically logs site visitors’ journeys from the first visit to the final purchase, creates heat maps to show where they click and provides analytics on specific page elements, such as form analytics. You can try Lucky Orange with a seven-day free trial.About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.