Having boosted visitor levels, how do you ensure that you also receive online enquiries or orders as a result? Mintcake employs conversion rate optimisation (CRO) techniques to ensure you maximise the return on the investment you have made in your website.
What is Conversion Rate Optimisation?
Most digital marketing activities are aimed at generating visitor traffic, whereas conversion rate optimisation (CRO) is aimed at increasing the number of conversions you achieve. By conversions we are talking about increasing the number of enquiries submitted by phone or website enquiry form or, for an eCommerce website, more online orders.
Mintcake uses a number of different CRO techniques and the process involves understanding your website visitors, who are they, where are they live, what type of device they used etc. By carrying out research we can learn how visitors found your website and how they behaved when they arrived. By understanding this we can start to build a picture of what is happening and use this information to identify possible weaknesses that can need to be addressed to improve conversion performance.
In-depth analysis involves the layout, use of colour, call to action features and the mapping of the typical paths taken by website visitors. Simple issues like the colour, size and position of something like an “Enquire Now” button can have a significant impact on conversion levels and this can have a significant impact for the profitability of your online operations.
Accurate CRO decisions depend on reliable and detailed data. At Bluesky-e we use a range of tools to track and analyse visitor behaviour and setup A/B testing experiments to assess the effectiveness of any planned changes before they are rolled out across a website.
Why is CRO Important to Your Business?
For any business investing in digital marketing it is essential to obtain a healthy return and employing CRO techniques is a vital ingredient for any campaign.
Here are some of the main benefits your business will gain from CRO:
- Improved ROI through improved conversion rates
- Increasing the conversion % from existing visitors costs less than acquiring new visitors
- By giving your customer a better experience they are more likely to come back and generate repeat business
- The data generated by CRO helps make better decisions and can help with the planning of new products or when making changes to your website’s structure or content
- Improvements and savings made through CRO generate long-term gains
For an initial chat about how we could help you imrpove your website conversions, call us today on 020 7199 8713 or submit an online enquiry.
Improving Conversions examples
The Bluesky-e Approach
As a digital marketing agency, we believe that conversion rate optimisation should be an integral part of your entire digital marketing process, not just an afterthought. Conversion rate optimisation starts with good website design and compelling content presented through logical and intuitive funnels that guide your client through the sales process.
The starting point is often to understand your business objectives and how your website needs to support this. If the current website isn’t performing successfully, the starting point is in-depth analysis to understand how visitors are engaging with the site and identify any potential usability issues with important landing pages.
The next stage is to formulate ideas and hypotheses about what could be affecting conversion performance. Solutions to the issues then need to be developed and tested extensively using A/B multivariate testing techniques. Having monitored and proven the effectiveness of the identified changes they then need to be implemented across the website.
Making conversion rate optimisation an integral part of an on-going digital marketing campaign ensures your ROI continues to grow over time.
To find out how Bluesky-e can help improve your website conversions, contact us now on 020 7199 8713,or submit an enquiry form.