Conversion Rate Optimisation

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A ‘conversion’ is when someone completes an important action on your website. Such as making a sales enquiry, a purchase, or a charitable donation. ‘Conversion rate’ is the proportion of website visitors that take that action.

 

Good conversion rates come from when people are offered simple paths, clear messages, and a compelling reason to take action.

Conversion Rate Optimisation

Digital Consultancy Icon

A ‘conversion’ is when someone completes an important action on your website. Such as making a sales enquiry, a purchase, or a charitable donation. ‘Conversion rate’ is the proportion of website visitors that take that action.

 

Good conversion rates come from when people are offered simple paths, clear messages, and a compelling reason to take action.

What are the benefits?

Take a look at the table below. Although these examples are fictional, the numbers are typical for an ecommerce business using Pay Per Click advertising.

 

The same principles apply to all kinds of websites.

 

In these examples, the cost of sending a visitor to the website is 90p and the product value is £70. In the first case, the website converts at 1% (one visitor in 100 makes a purchase). The cost per sale is £90 so the business makes a loss.

 

By increasing the conversion rate from 1% to 2%, the business makes 40% profit. With a 3% conversion rate the profit figure jumps to 60%.

Man lifting giant magnifying glass with a hook
Man lifting giant magnifying glass with a hook

What are the benefits?

Take a look at the table below. Although these examples are fictional, the numbers are typical for an ecommerce business using Pay Per Click advertising.

 

The same principles apply to all kinds of websites.

 

In these examples, the cost of sending a visitor to the website is 90p and the product value is £70. In the first case, the website converts at 1% (one visitor in 100 makes a purchase). The cost per sale is £90 so the business makes a loss.

 

By increasing the conversion rate from 1% to 2%, the business makes 40% profit. With a 3% conversion rate the profit figure jumps to 60%.

How should it be done?

Our approach is highly analytical, using years of experience and powerful tools to deliver substantial financial returns.

How it should be done?

Our approach is highly analytical, using years of experience and powerful tools to deliver substantial financial returns.

persona

Identify the problem or opportunity

 

CRO opportunities can be identified in several ways. Very often they start with a simple conversation: “we’re investing such a lot in getting people to our website, why don’t we get more enquires / sales?”

 

But this is subjective. Before you invest in a CRO programme, do some quantitative analysis. Google Analytics is a great place to start, and yes, we do use lots of other CRO tools – Hotjar’s an old favourite and we’re loving Lucky Orange at the moment too.

persona

Identify the problem or opportunity

 

CRO opportunities can be identified in several ways. Very often they start with a simple conversation: “we’re investing such a lot in getting people to our website, why don’t we get more enquires / sales?”

 

Whilst a good start, these are qualitative and subjective. Before you invest in a CRO programme, do some quantitative analysis. Google Analytics is a great place to star, and yes, we do use lots of other analytical and CRO tools – Hotjar’s an old favourite and we’re loving Lucky Orange at the moment too.

ux

Develop a hypothesis

 

So you’ve identified something that can be improved. Great… now what? You need a hypothesis. ’If’ ‘then’ statements can work well for this. Here are some examples:

 

If we remove some fields from this form, then more people will complete it.

 

If we remove some of the calls to action from this page, then it’s more likely people will click the one we want them to.

 

If we include our phone number on every product page, then more people will place orders by telephone.

ux

Develop a hypothesis

 

So you’ve identified something that can be improved. Great… now what? You need a hypothesis. ’If’ ‘then’ statements can work well for this. Here are some examples:

 

  • If we remove some of the fields from this form, then more people will complete it.

 

  • If we remove some of the calls to action from this page, then it’s more likely people will click the one we want them to

 

  • If we include our phone number on every product page, then more people will place orders by telephone.
cro

Test the hypothesis

 

The nature of the test will depends on complexity, risk, scale and cost.

A/B testing might be appropriate not just once, but on an ongoing basis to test different hypotheses and improve conversion rates.

cro

Test the hypothesis

 

The nature of the test will depends on complexity, risk, scale and cost.

A/B testing might be appropriate not just once, but on an ongoing basis to test different hypotheses and improve conversion rates.

channels

Implementation

 

This step is all about taking the analysis and investigation results and putting together an implementation plan, ensuring that all the correct tracking is in place.  And we always follow a process of continuous improvement  so you are always improving conversion rates.

channels

Implementation

 

This step is all about taking the analysis and investigation results and putting together an implementation plan, ensuring that all the correct tracking is in place.  And we always follow a process of continuous improvement  so you are always improving conversion rates.

Why us?

Why us?

qualitative research

Following our persona development and UX audit, we zoom in on the pinch points and drill down into the data. upriseUP’s mathematicans and scientists are experienced in identifying blockages, testing ideas and designing solutions.

qualitative research

Following our persona development and UX audit, we zoom in on the pinch points and drill down into the data. upriseUP’s mathematicans and scientists are experienced in identifying blockages, testing ideas and designing solutions.

conversions4

Our ability to understand the data, as well as your business strategy, gives us the edge and will positively impact your conversion rates and growth.

conversions4

Our ability to understand the data, as well as your business strategy gives us the edge and will positively impact your conversion rates and growth.

What next?

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