Optimising the Conversion Rate
The core focus for the modern marketer is getting the best conversion rate.
In a sense, its all ultimately about conversion rate whether we can measure the performance of our efforts or not, in general it is the same thing ultimately as return on investment. But by Conversion Rate Optimisation we mean more specifically measurable performance on how well adverts that are clicked on lead onto some event that the client wants measured as a metric of actual performance.
Sometimes these events are not very strongly correlated to some profitable transaction, like newsletter signups, but are widely expected to be useful in general to helping future turnover of the business.
In some cases clients are building brands and engagement for long term and wider benefits and in other cases also they may be organisations that are not for profit and simply communicating for its own sake, such as public sector organisations.
Optimising conversion rates is increasingly the primary focus for marketing departments as digital adverts become more and more important as a proportion of marketing budgets. Its now climbed to the top according to this survey.
But how do top digital marketers achieve better Conversion Rate Optimisation (CRO)? The website design is particularly important in boosting CRO. Its normally where the conversion itself actually happens!
Google Analytics is one tool used for basic statistics but it is not the only one.
There are other methods and some of these are more intuitive, anecdotal and based on good design principles on the site.
To help with these are site questionnaire tools to gather information from users such as whether they could find information they wanted and whether they would recommend the site to others.
User Testing is a more in-depth, live version of a questionnaire – people acting as potential customers are sent through your site and answer questions of what they see as they go.
These results are final. But there are even more sophisticated customer testing tools that allow you to buy the time of survey respondents and ask them more details with customised questions that the team may feel are especially important.