Conversion Rate Optimization (CRO)

Investigate. Optimize. Validate. Repeat.

Our CRO process in an ongoing one. It includes three phases:

Investigation

During the investigation phase, we use web analytics, testing and visitor feedback tools to analyze the status of your business. In this way we create a baseline, against which we measure future results.

We monitor user behavior throughout your site to identify typical shopping patterns and study mouse movements to discover potential disconnects in your conversion funnel. We discern what types of customers visit what pages, who leaves prematurely and why, and which site elements stand in the way of higher conversion rates.

In particular we look at following:

• Value proposition
• Site design
• Content
• Microcopy (the tiny bit of copy in calls to action, links, usage instructions that can reduce friction and encourage visitors to take action)
• Potential distractions and sources of concern
• Shopping cart and checkout flow

Optimization

Once our team has gained a thorough understanding of your business and identified conversion barriers, the process moves into optimization phase. Having gotten into your visitors' heads, we aim to create an environment that is ever more conductive to converting them into customers. To that end, we develop clear hypotheses and design targeted experiments to prove them. We prioritize the experiments according to their relative importance to your business and start with the ones that will likely have the biggest impact on your bottom line.

Such experiments may include one or more of the following:

• Clarifying your value proposition
• Streamlining your design
• Personalizing the content
• Tweaking your microcopy and calls to action
• Removing distractions and sources of anxiety for your prospects
• Adding shopping incentives
• Creating high performing landing pages
• Making shopping cart and checkout flow pages intuitive and easy to use

Validation

Hypotheses defined and changes proposed, we proceed to validate them with a series of rapid A/B tests, comparing alternate options in design, content, microcopy, checkout flow and more. We analyze the results to see how our suggestions perform in real life. We then use the insights to both implement the necessary changes and circle back into the ongoing CRO process as we continue to optimize your conversion rate.

This phase includes:

• Reporting
• Detailed Report Analysis
• Optimization Adjustments
• Plan future optimization considering seasonality, upcoming holidays and events
• Client feedback