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Convert Unique Visitors into Repeat Customers

It turns out websites have an uncanny similarity to Super Rugby.

Whether your goal is to generate more leads calls, bookings or sales online – it is not always the most visited websites that create the most business. The most successful companies focus their websites on conversion rate optimisation (CRO).

Think of it like this. The Blues and Hurricanes often have the most flashy strike players who can score length-of-the-field tries. Yet, the Crusaders and Chiefs have always been able to turn possession into points. Current season aside, who have been the most successful franchises?

Conversation rate optimisation (CRO) is the process of amending certain aspects of your website, so a higher proportion of visitors become customers.

Kristina said that through testing, they have discovered that 40% to 60% of visitors to a website will “bounce”, or leave the site after a just a few seconds.

“CRO is a developed mix of art, technology and psychology,’’ she said. “The aim to convert website traffic into a specific ‘goal’. The goal can depend on the website, but may be an enquiry or a sale for ecommerce sites.”

For Results First, the process of optimising a website is unique for every one of their clients, depending on the business, amount of traffic and current state of the website. Every aspect of a website’s design is scrutinised, from its design to its utility value and calls to action.

There are a specific tools employed to optimise and test for CRO, Kristina explains.

ab-split-test“Split testing”, also known as A/B testing or multivariate testing, sees the traffic split between two versions of a website. One is a CRO design and the other a control page.

“Metrics and analysis are then used to see which version has the better statistics and thus a higher conversion rate. From there, more testing can be done with more variants.”

“Landing pages”, known as landers or lead capture pages are a single page, which is not your home page, but one that has been specifically designed to appear in response to an online advertisement, such as Adwords Ads, banner ads, email marketing or from a social media pages.

“The idea of landing pages is to ensure the design and copy of the page that a potential client or customer lands on is relevant to them and the advertisement. Personalisation and consistency are keys conversion. And, landing pages can also be split tested.

How do you measure the results of CRO?

First and foremost you should see an increase in your target goals. But there are also more ways to analyse what is happening behind the scenes. Usually Google Analytics is used to track the data captured for CRO and some metrics, but Results First have also developed their own analytics tools.

Some of the Google Analytics tools below are used to measure:

Who can benefit from CRO?

Kristina says her team usually recommend CRO to clients that are getting traffic to their site but aren’t getting the phone calls, online enquiries or sales that they’re expecting.

“There needs to be enough traffic coming to the site to be able to have enough to split test, so we usually recommend running an AdWords or SEO campaign concurrently,” she said.

For more information on conversion rate optimisation, the Results First team are available to help.