Before I get started I just want to mention that conversion rate optimization (CRO) is an ongoing process that quite literally never ends. It is something which must be constantly monitored and tweaked because I can assure you, what works well for you today might not work so well for you six months down the line.
CRO is also an extremely time consuming process if it is done professionally, particularly if you take into consideration all the other responsibilities you are likely to have. To this end, I would recommend hiring professional CRO consultants if your cash flow allows for it.
However, because of the high costs involved, some experts in the field believe that it only becomes feasible to hire professional CRO consultants if your annual revenue is above $200,000 or if your site is currently getting 10,000 or more visitors per month. Frankly, I don’t really agree with this sort of claim because we need to keep this in perspective.
If you are only getting 2,000 visitors per month, and your site only generates $100,000 per year, then you would simply allocate less money for professional CRO consultants. You could also keep cost down by doing some of your own conversion rate optimization.
Also, rather than hiring CRO consultants, you could instead hire experienced SEO consultants to optimize all your other SEO areas. This is typically a far more affordable option, and it will almost certainly improve your conversion rate.
Okay, let’s dive in and take a look at five things you can do in order to increase conversions:
Step No. 1 – Gather Data
You will soon need to do some A/A and A/B testing, but before you can conduct meaningful tests, you first have to gather data, and it must be quality data. Remember, to get the most from your tests, quality is far more important than quantity.
Sure you can use the data you gather from Google Analytics, but you also want to get “real-life” data by engaging your customers, both your existing customers and your potential customers. Don’t be afraid to ask them for feedback and etc. Be creative, and maybe offer them something of value in return for their opinions.
Step No. 2 – Perform A/A Tests and A/B Tests
It is very important to perform an A/A test first, before you do an A/B test. Using the software you have, you need to basically test your sales page (landing page) against itself in order to determine the accuracy of your software.
Once you know the accuracy of the software, then you confidently do an A/B test in which you will test your new sales page (with preferably one element modified at a time) against your old original one.
Step No. 3 – Don’t Expect to Increase Revenue Month on Month
If you have completed your tests which I mentioned above, and the results indicate that your new page results in more conversions, don’t automatically assume that from here on in your monthly income is going to increase dramatically. If you are lucky, you will see an increase month on month, but generally speaking, it can and does fluctuate. Also, if you are working with professional CRO consultants, it can take a year or more before you see a return on your investment.
Step No. 4 – Multivariate Testing
In a nutshell, multivariate testing involves you taking your landing page and then breaking it down into individual elements, such as title; text; images; buttons; testimonials, and etc. You would then create an alternative version of each element. In other words, you would have your original title and a modified title; your original text and your modified text, etc.
If you choose to use multivariate testing, you can experiment/test using only one element at a time, or you can test with multiple elements at a time. Personally however, I have never had any real success with multivariate, but if you are going to attempt your own CRO then nothing stops you from experimenting.
Step No. 5 – Focus on Revenue Rather Than on Conversions
Even some of the most experienced CRO consultants tend to focus primarily on increasing conversions rather than on increasing revenue. Now, I don’t know about you, but I would rather see my revenue increasing. As strange as this might seem, sometimes you can see increased revenue despite a decrease in conversions.
A good example of this could, for example, be when you increase the price of your product or service. With robust CRO you can quite often increase prices and only see a very small drop in your conversion rate, in which case your conversions are slightly down, but your revenue has increased.
Although all this is lumped under the CRO title, you really do need to make sure your consultants understand that revenue is more important to you than conversions. In other words, don’t become overly obsessed with increasing conversions.