Conversion rate optimisation

All too often, businesses start CRO tests with a preconceived idea of the issue and where the problem lies. Whilst this may be valid in some cases, often it’s better to make sure there’s a clear understanding of which parts of the business are under performing and the reasons behind this.

Guessing is not an option for this critical first step. If there's any doubt or lack of consensus, it's best to start with a thorough understanding of the following:

  • Business strategy.
  • Target customer profiles.
  • Operational considerations.
  • Competitive landscape.
  • KPIs and other measures of success.

You have probably undertaken such exercises, but are the answers to these important questions still relevant? Have circumstances changed? Are customers behaving in the same way as they did in the past? What are your competitors doing differently? How have you reacted to changes in the digital landscape with media, new technologies and services? The point is that business strategies, especially those of online businesses, rarely stand still and the plan you started with may need to evolve.

Customer journey analysis data model

Before undertaking tests, we recommend understanding the full customer journey. The website journey is an obvious one, but how the customers find you and by which channels is also important to understand.

Customers arriving from paid media channels may behave differently than those arriving from organic search or email campaigns. The creative may influence their journey and the use of relevant landing pages will play an important part. For this reason, we recommend building a comprehensive data model of your website and channel performance. It’s only by understanding the performance of the different channels and your site that you can begin to understand where the problems are likely to be and what any tests should focus on.

Customer testing

Although data from your web analytics and media platforms is useful for highlighting potential issues, customer testing is also a great way to get a view of potential issues. There are several self service platforms that allow you to set up tests and record screen journeys and customer commentaries as people complete tasks. We recommend that a series of customer user tests are completed to ensure there is a well rounded view of the issues. 

Optimising media 

If you're already paying for media, the obvious place to start is to make sure that your investment is well managed and optimised. Paid traffic, such as PPC and social advertising, all have numerous areas than can be optimised, and understanding the nature of the optimisation in place is an important first step. If you're confident that your directional media is well optimised then it's time to look elsewhere. 

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Improving website conversion rates

Understanding potential roadblocks to conversions or poor user experience starts with some basic questions. These are just some of the questions that need to be answered in order to recommend relevant CRO tests:

  • Do you have a thorough understating and implementation of the various conversion funnels with sufficient data to show where drop offs occur?
  • Do your pages load quickly?
  • Are products reasonably priced?
  • Does your site work in the browsers and devices that your customers use?
  • Is it easy for your customers to find all the information they need and can they navigate easily around the website?
  • Does the site creative resonate with the target market?
  • Is the copy clear and relevant to your target market?
  • Does all the website functionality work well, or are there areas where functionality could be improved?
  • Are all the form fields well designed?
  • Are the basket and checkout pages well thought through?

Once a hypothesis has been determined, the process of constructing a suitable test to determine if the assumption is correct, can begin. 

Google Tag Manager, Google Analytics and Google Optimizer

For easier tracking and analysis, we work extensively with Google’s web management software and we're experts in:

  • Google Tag Manager
  • Google Analytics
  • Google Optimizer

Making sure these tools are installed correctly and configured properly is pivotal to the success of any online business. Our services include:

  • Audit – to make sure they are installed and configured correctly
  • Goal and funnel creation
  • Ecommerce set up and configuration
  • Third party tag implementation and firing logic


Google Optimizer

There are many suitable AB or MVT tools on the market, but we're big fans of Google Optimizer. Following on from Google Experiments, Google Optimizer delivers a powerful set of testing tools and is a great addition to the free Google tool set. There's also a paid for version for more advanced testing requirements.

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