28%of companies would say they are satisfied with their online conversion rate.
(eConsultancy, 2017)
What is Conversion Rate Optimisation?
Put simply, Conversion Rate Optimisation (CRO) is the process of improving the number of users who will complete a desired goal on your website, whether that’s purchasing a product, completing a form, or simply picking up the phone.
When done properly, a great CRO campaign will generate more business from the traffic you already have, and ensure your website isn’t losing out on potential customers or clients.
If your website has a large amount of traffic, even small improvements to the conversion rate can result in a significant increase in business. An effective CRO campaign can be the difference between converting 3% of the users on your site, or converting 15%.
Changes can be made to influence any metric that will benefit your business. At Clicky, we perform extensive industry research and delve deeply into data to figure out how your online users are behaving, and how we can better tailor your digital offering to ensure more of them convert. Above all else, our specialist team focus on tests to give you the most commercial benefit.
Clicky's CRO Services
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A/B Testing
Sometimes called 'split testing,' A/B testing is the principle of comparing two versions of a page, or element, to see which performs best against a desired goal. A/B testing is often associated with simple, practical tests such as changing a call-to-action (CTA) button -
Multivariate Testing
One step beyond A/B testing, multivariate tests instead look to modify multiple elements or parts of a page. For example, you could test both the imagery, content, and CTA button of a web page to find the ideal mix of all three -
Redirect Testing
Going one step further, a redirect test is when we'd like to see how completely different versions of a page perform against one another. For example, a completely new product page, or contact page -
Heatmaps
Our CRO tests are informed by quantitive data from sources like Google Analytics, but we also like to use various softwares to product visual heatmaps, scrollmaps, and confetti (click) maps, so you can see beyond the numbers and experience how users behave on your site -
User Recordings
What's better than a heatmap? How about the actual video recordings of users interacting with your site. These recordings help to identify pain points within a user journey -
Website Personalisation
Using the latest software, our CRO team is able to create personalised experiences for individual visitors, based upon a series of comprehensive criteria.
Why Should You Consider Conversion Rate Optimisation?
Whilst there may be a number of unique CRO benefits for your business specifically, there are a few universal reasons why optimisation your website to convert more users is a good idea.
- It’s more cost efficient than increasing your advertising budget. It will more than likely lower your cost-per-acquisition figures for your existing advertising activity too.
- The best websites evolve continuously, in line with your audiences.
- CRO allows you to target more of the right type of customers and avoid catering to the wrong audiences.
- You will gather learnings that can inform your wider marketing strategy, whether it’s what imagery your audiences prefer, or the language which resonates most with your customers.
- Your users will thank you. After all, you’re making life easier for them too.
Put simply, if you’re not staying apace with how your target audiences are behaving online, then you risk losing them to competitors that are.
90%of firms stated that their CRO programmes were ‘valuable’ or ‘extremely valuable’ to their strategic goals.
(Forrester Report, Maximising Customer Value)
Three reasons why you should trust Clicky with a CRO strategy for your business.
1.
We Approach Things Differently
As a Google Premier Partner, we believe Google’s Suite offers all of the tools necessary for a comprehensive CRO package.
We use Google Analytics to observe and review data, Google Optimize to implement visual changes and tests to your site, and Google Data Studio for regular reporting. We supplement these platforms with a select choice of third-party platforms to heat-map and further monitor online user behaviour. Ultimately, we’re not tied to any particular platforms like other CRO agencies might be – we’ll help you to understand which ones we feel are the right fit for your business.
Our experienced CRO analysts work closely with our teams of web designers, developers, organic search (SEO) and PPC specialists; a cross-agency method which sets our service apart, allowing us to achieve results for our clients that otherwise simply wouldn’t be possible.
Platforms We Use In CRO
Google Optimize
Google Optimize 360 is Google’s CRO testing platform. Like a lot of CRO testing platforms, it allows us to test variations of a site in order to improve conversions. Unlike most platforms, it natively integrates with Google Analytics.
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Hotjar
Another essential of the CRO team’s toolkit, Hotjar allows us to see exactly how your users are behaving on your website. The learnings and insights from Hotjar allow us to further streamline your website’s user experience, and move more customers to a point of conversion.
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Google Data Studio
Google Data Studio helps us to turn your data into easy-to-interpret informative dashboards and reports that are easy to read, share, and customise.
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Crazy Egg
See how people really use your website with Crazy Egg. Whether it’s a heatmap, scrollmap, or user recording, Crazy Egg can help you visualise how people move around your website.
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Optimizely
One of the leading CRO platforms in the market, Optimizely allows us to personalise your website for different audiences, and conduct a wide-range of CRO tests.
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VWO
VWO is an all-in-one website optimisation platform; from A/B testing through to enterprise level website testing.
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Google Analytics
Google Analytics is a free web analytics and data platform that can track and report upon website traffic. Google Analytics is now the most widely used web analytics service, and the audience data and insights within the platform help to inform all of the work we undertake here at Clicky.
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Mouseflow
Similar to Crazy Egg and Hotjar, Mouseflow is a user behaviour tracking tool which allows us to see how users have behaved on your website, and optimise accordingly.
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2.
We’ve Got Experience
Here at Clicky, we have a wealth of CRO expertise available for your benefit. From award-winning digital designers and web developers, to digital marketing strategists operating at the forefront of their industry. You don’t have to worry about anything being outsourced, and you’ll have complete access to your expert team.
We believe this collaborative approach between teams works better than simply asking one person to do everything. Through this combination of experience and expertise in multiple sectors, we can be certain that the CRO work we’re undertaking is truly assisting your website, and has been considered by all disciplines.
Our CRO model has served many of our existing marketing and web clients here at Clicky, and we’re proud to say that many of our long-standing clients have chosen CRO to drive their websites and advertising campaigns forward.
Our Clients
Here are just a few of the brands and organisations our CRO team helps to support.
3.
We’re Data Driven
We don’t believe that success lies in assumption and guesswork, and instead we use a mix of audience data and insights, combined with user behavioural tracking and heatmaps to truly understand how your users behave.
If you’ve conducted CRO elsewhere, you’ll know that all too often tests and experiments feel standardised and off the shelf, with little consideration given to how the test is relevant to your website, or more importantly, how it will achieve your commercial goals.
By utilising audience data and behaviour tracking, we understand how your customers and audiences currently interact with your website, and we’ll base all of our tests, experiments and hypotheses on these learnings. No off the shelf tests. Instead, you’ll have a bespoke CRO approach with one goal in mind – to help drive your website’s conversion rate up.
Introducing Website Personalisation
Our CRO team are now able to use the very latest optimisation software to create personalised experiences on your website. Visitor expectations continue to develop, and many are now expecting a website to personalise their experience, with brands now able to show content, products, and imagery all related to the users location, age, gender, or even the search term they typed into Google in order to find the website.
We consider website personalisation to be part and parcel of our CRO strategy for all clients, and we look to work with brands to best understand not only who their customers are, but how we can then tailor the website experience to best suit these vistors, and ultimately, convert more of them into customers.
