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Simpleview Conversion Optimization Series — Part 2 of 4: Growing up we are often taught to trust our gut. My mother often told me to trust my instincts, and if I did, I would always make the right choices. While mom is right in most cases, that's simply not the case when Reviewing digital media outcomes dmo comes to testing.
In order to achieve your site's goals, you need to be clear on what you're doing. Conversion optimization is all about growth. So how exactly do you accomplish growth?
First, you must clearly define your goals. The next step, and probably the most important, is developing a conversion research process. This comes in phase two: Although it may be hard to swallow when it comes to testing and CRO, opinions don't matter.
Without proper testing, it's impossible to know with any certainty what is going to work. Anyone who tells you otherwise is, for lack of better words, full of it! Don't get me wrong, experience does matter, and doing a heuristic analysis is part of what we'll get into later.
But ultimately, experience only provides a more educated place to begin. It's crucial not to let egos get in the way. Egos aside, let's get back to developing a research process. Once the primary optimization goal is determined, it's time to take a deep dive into the analytics.
Make sure to fully understand your website's current visitor flow, conversion paths, areas of high traffic fallout, and determine sections of the site that have the highest impact for testing.
Since you can't test everything at once, pages will need to be ranked based on factors such as importance, potential conversion lift, and ease of implementation more on that later.
At Simpleview, our CRO team uses the following 7-step process to develop a testing roadmap. Now, let's walk you through our process, keeping in mind that this should be adjusted to fit your own organizational goals and needs.
Step 1 Marketing Analysis Marketing plays a huge role in conversion optimization. No matter how well a site is optimized for conversions, it means nothing if it constantly receives poor traffic.
This can also hurt your SEO efforts, as on-page activity and engagement have become more and more a part of the algorithm. A good place to start is by doing a thorough review of the site's current traffic sources and mediums to identify areas of concern that may need to be addressed. Step 2 Technical Analysis Bugs, bot traffic and technical issues can be conversion kryptonite.
Addressing conversion issues in Google Analytics by reviewing performance across various browsers and devices can reveal quite a bit. With the huge growth in mobile, reviewing site speed and obtaining site search insights for friction points and opportunities are also important.
Plug technical leaks to give your conversion rates a shot in the arm. Step 3 Heuristic Analysis This step gets as close to providing an opinion as is allowed.
Here you will identify areas of concern and interest based on past experience, knowledge, and expertise.
Start by reviewing top pages for the following: Does the page meet user expectations? Does it communicate value to the user? Can it be better? What on the page is causing doubt, hesitation or uncertainty?
What is prohibiting the user from taking action? Make a list of these items and decide whether they need to be tested or just fixed. Step 4 Analytics Check-up When doing conversion optimization and testing, it is important you ensure everything that needs to be tracked IS being tracked properly using Google Analytics or your analytics platform of choice.
Proper tracking is crucial to success. Conversion funnels and form tracking should also be reviewed and set up at this time as needed.Help us improve benjaminpohle.com Don’t include personal or financial information like your National Insurance number or credit card details.
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