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Conversion Rate Optimisation (CRO)

Jump To
What is Conversion Rate Optimisation?
How can CRO increase Conversion Rates?
How does Conversion Rate Optimisation Work?
How do you gather data for CRO tests?
User Testing
Heat Maps & Eye Tracking
Path Analysis
A/B & Multivariate Testing
Conversion Rate Optimisation and your Business

Using paid or organic search marketing to drive traffic to your website is a great way to increase conversions and therefore revenue, as the more people that visit your site the higher your sales are likely to be. But wouldn’t it be better if you could control the amount of people that visit your site and then go on to buy your products?

Marketing is a numbers game, with one of the most important numbers being your Conversion Rate. This is the number of people who visit your site and then complete your set goals. You can have numerous goals on your site, such as the number of people who go on to fill out a form, contact your company or purchase a product and/or service.

Being a fully-integrated agency, Gravytrain are what we like to call “CRO Experts” – with our skills we are able to quickly increase the number of visitors on your site who go on to complete your goals.

  • 10% Increase in site Conversion Rates in just 2 months

  • 12% More Users entering Quote Conversion Funnels

  • 11% Mobile Conversion Rate Increase

 

What is Conversion Rate Optimisation?

If 5,000 people visit your site on a monthly basis and 100 of these people purchase your products, your monthly conversion rate is 5%. Naturally, you want this number to be as high as possible – after all, visitors came to your site in the first place for a reason!

Conversion Rate Optimisation is a data-led methodology that firstly understands the behaviour of visitors on your website then implements numerous tests to try and alter this behaviour so that visitors are more likely to complete your set goals.

Put simply, Conversion Rate Optimisation (also known as CRO), is a method for increasing the number of people who visit your website and then go on to convert in the ways your business requires.

 

How can CRO help increase Conversion Rates?

Here at Gravytrain we believe that data is the most reliable metric to guide and support marketing strategies, however when it comes to CRO it also ensures consistent ROI and value for money. CRO takes the guess work out of website design and gives empirical evidence on how visitors use your site.

By analysing this data we are able to determine which tests will likely produce the most successful results. Once these tests have been performed, we can see whether users responded more positively to the changes or the control version. If the changes prove successful, they are rolled out across the site with the knowledge that they will help improve conversion rates.

 

How does Conversion Rate Optimisation work?

As previously mentioned, one of the biggest benefits of CRO is that it’s strategies are defined by data and not opinions. This takes out all the guess work and ensures that each test will have the highest likelihood of success – this in turn provides excellent ROI.

At Gravytrain, CRO is an iterative process, meaning we continually perform tests and make improvements on our clients’ sites. Below is a diagram demonstrating our methodology:

CRO-Cycle

How do you gather data for CRO tests?

As Gravytrain is a CRO specialist, we use multiple tools to gather varying data across our clients’ websites. This allows us to understand how users behave on your website, including what areas they spend the most time on, the most common places for users to click and where users drop off the website.

Below is some further information on the types of tests we perform on our clients’ websites:

User Testing

User testing provides insights into the users and their behaviour on your website. This includes information on geo-locations, the types of devices used to access your site and which pages are most visited and when. We also utilise videos showing users’ behaviour on your site, giving us a greater understanding of how improvements can be made.

The above video shows how a user may move around a site, looking at different information before converting by purchasing a product or getting in touch. By analysing these types of videos we are able to see user journeys and understand what they are spending the most time on.

Heat Maps & Eye Tracking

By installing certain tools, we are able to gather information on how users behave on your website and display this in a visual format. Click tracking, user movements and scroll rates can all be displayed in heat maps that quickly allow for webmasters to see the most engaging parts of your website. With this information, we are able to understand what users are drawn to and optimise your website accordingly.

Intasure - Heap Map (section only)

Intasure - Scroll Map (Part)

Path Analysis

Customers tend to move around a website before deciding to buy, and it is these journeys we need to understand in order to determine if there are any drop off points preventing customers from purchasing your products. Understanding the most common customer journeys on your website ensures that you can continue to guide your customers towards converting every step of the way.

Conversion Funnel - 2
A/B & Multivariate Testing

Once we have analysed user behaviour across your site, we can determine which tests are the most likely to provide positive results. A/B testing is where users are guided to two different variations of your site, whereas multivariate testing offers numerous different versions. It’s important to remember that during these tests no changes have been made to your existing site – the test versions are “layered” on top of your existing site using our tools.

A-B Tests (Results)

 

Conversion Rate Optimisation and your Business

Gravytrain’s CRO experts are positive that they can help improve conversion rates on your website, whether you are looking to increase calls, leads, sales, or all three. With our technology we can work towards any KPI and provide results in a matter of weeks depending on traffic levels.

The best part is that we can constantly provide data and insights into how visitors use your website, meaning there is no guess work or “maybes” involved. CRO enhances the value of traffic which is already visiting your website, ensuring your business is receiving as much revenue as possible from various marketing channels.

To find out more get in touch with us today.

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Gravytrain Ltd
8 Waldegrave Road,
Teddington,
TW11 8GT

* Calls may be recorded for training and quality purposes.