What is a website conversion?
Attracting customers to your website is the first stage of the conversion process. The actual conversion happens when a customer completes an action on your website. Customer behaviour on your website impacts on your business revenue. Micro conversion is when a customers to your homepage navigates to another page. The same applies when a customer moves from one landing page to another by completing a goal. While macro conversion happens when a customer completes a major task. Macro conversion happens when:
- A customer downloads an ebook, white paper or PDF file.
- A customer completes a contact us form on your website.
- A customer completes the payment of an order on your website.
- A customer consumes text, video or image content on your website in form.
What is website conversion rate optimisation?
The total number of users that arrive on your website or landing page will not do what you expect. Some users will browse through your website and then leave, never to return. While some will visit your website several times without buying anything. The conversion rate of your website is the percentage of people that completes a task. For every 100 users to your website, how many of them downloads a white paper or completes a payment funnel?
Understanding why customers convert
Website customer behaviour and decisions depend on the following factors:
- Company and product level value proposition.
- Expected incentive.
- Customers motivation.
- Customer journey friction points.
- Pre and post conversion anxiety.
We partner with you to create your homepage and product page value proposition. Through a combination of qualitative and quantitative analytics insights, we identify fiction points across your website journeys. This will help you identify quick wins that will improve your website performance.
The customer conversion journey involves a few funnels and decision points. It is one thing to funnel customers to your landing pages from various traffic sources. It is another thing to funnel them through your website. Repeating the cycles to ensure your existing customers remain is another funnel. Creating a funnel to encourage existing customers to help you generate new customers. We work with you to optimise your end to end customer journey to increase your return on investment.
The ultimate goal of website optimisation is to increase your market share. Continual improvement of your website value proposition is a major competitive advantage. We sometimes ignore the importance of acquisition channels to the conversion process, which is understandable because of the silos in most marketing teams. We partner with you to create an Agile way of working to improve conversion strategy.
Our conversion optimisation services will help you:
- Increase the conversion of new visitors to your website.
- Improve retention of existing customer by ensuring increased return visits.
- Increase the performance of your low conversion pages.
- Improve underperforming customer funnels by making them converting well.
Website Conversion Optimisation Process
- Customer Research: Web analytics insights cannot explain the “why” behind customer behaviours. It only reveals website bounce, exit rates, and funnel flows. You can find the missing information by integrating qualitative insights to web analytics. As part of our services, we will work with you to gather qualitative insights. Through interviews and customer journey workshops with your internal stakeholders, we help you gather necessary qualitative insights to inform your conversion strategy. Using customer research process like JTBD (Jobs-to-be-done framework), we work with your UX team to gather usability testing insights to inform the CRO process. For companies without UX resources, we will work with you to generate the insights with UX tools and combine the UX with analytics data for the next step.
- Create a prioritised list of Hypothesis: Using Agile marketing to create a Kanban. This will contain a list of test ideas based on previous customer research we started with. We then work with your web design or UX team to create test wireframes. Depending on your internal structure, the text will then undergo quality assurance. Upon approval, we will prepare the optimisation variations for A/B testing.
- Launch Test: The page variations created will then be tested for up to 4 weeks depending on traffic to the page.
- Analyse Test Results: At the end of the testing, we review the results of the tested pages and then decide on the winning variation based on its statistical significance.
- Implement Test: We work with your IT team to install the winning test variation on your live website.