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The BBCC of Conversion Rate Optimization [PART TWO]

Mobile Marketing | Website Conversion October 31st, 2014

By

device-cloud

In part one of our post, we covered what BBCC is and how it helps your website. Check out our part two below to see how to put that information into practice! 

Conducting a CRO Audit

Before creating a plan of action to incorporate BBCC in an effort to best optimize your conversion rate, the first step is assessing your current state through an audit. The very first question you need a firm answer to is: What are the specific goals of my website?

Once you’ve answered this question, you can realistically conduct an audit.

Look back at previous website designs and ask yourself:

  • How did my website conversions fair?
  • Did the new design hurt or help my conversion rate?
  • What pages of my website suffered or flourished during which style choices?

Next, there are various factors we’ll need to measure, compare, and analyze to determine how users scan your website. They include:

  • Traffic Fluctuations
  • Bounce Rate
  • Eye Movement Patterns
  • Heat Maps

Heat maps and eye movement pattern tests are especially useful to analyze where your website users are paying the most attention on your site. Heat maps will show which links/buttons your users are clicking. Whereas eye movement patterns map out where and how your users visually search on your site.

BBCC
 
Also on TechWyse:

 10 Tips to Ensure Quality ROI Through Conversion Rate Optimization (CRO)
 6 Web Conversion Rate Optimisation Tips to Implement Now
 
You’ll also want a toolbox containing useful conversion rate optimization tools at your disposal. Some of the most useful tools for the job include:

  • Google Analytics:This tool offers detail statistics about your visitors and traffic sources. It’s an essential tool for online marketers, and it can help you track every moment your visitors make to pinpoint strengths and weaknesses.
  • Crazy Egg: This tool leverages heat map and scroll map reports. The reports offer a summary of just how your visitors engage with your website. You’ll get a look at what people click on, and you will also be able to see which page elements are working versus those that are not.
  • Optimizely: This one is a ‘must-have’ tool. It allows you to split test specific design elements. As you change your website style, you’ll want to split test everything before allowing your changes to go live.
  • Clicktale: Clicktale allows you to view a video of your visitors’ entire browsing session. It’s fantastic for determining how people interact with your website, and it can show you exactly what works and doesn’t, all from the user’s perspective.

A CRO audit report combines the insights gained about your conversion funnel through the tools you’ve added to your website. A comprehensive audit report needs to include:

  • A summary of the specific goals of your audit
  • A full description of your conversion funnel
  • An analysis of the competition
  • A list of your business’ benefits that can be leveraged to build confidence and engagement throughout your conversion funnel
  • A website traffic and conversion overview, including visitor loyalty, visit lengths, and bounce rates
  • Heat map results and eye tracking analysis
  • The results of a full click analysis

A Guide to Improving Conversion and Style Choices

Effectively using your audit to improve your CRO will involve an organized approach.

Let’s consider a simple, step-by-step guide for testing and improving conversion and style choices:

Step 1: A Comprehensive Review

Improving conversion and style choices is all about finding potential! You’ll first want to conduct a comprehensive review of your existing web pages, which will include testing them. It doesn’t matter whether your brand is new or seeking improvement, testing and re-testing is vital. It will always be an ongoing process.

Each of your pages should have a specific goal, and you’ll need this goal in mind before testing to ensure the expected outcome is reached. Remember that increasing traffic isn’t, in and of itself, a great goal. High levels of traffic are good, but they are only ideal when they convert.

Your goals should be actionable and measureable within a time frame. You can check out J6 Design’s steps to setting smart website goals for some inspiration!

Step 2: Choosing the Type of Test

Once you’ve established a goal for your web pages, it is time to find out of if they are achieving that goal- It’s time to test!

You’ll need to choose a testing type:

  • A/B Testing: Also referred to as split testing, A/B testing is simply where you test two versions of a single page element. For example, you might test the background colour. You’ll try a light blue background against a dark blue background. By testing choice A and choice B alongside each other, you’ll determine which performs the best. The more successful of the two may become the new default, which can then be tested against another, such as a light grey or cream-coloured background.
  • Multivariate Testing: This type of testing allows you to compare several factors or elements across a page (or multiple pages) to find the best possible combination. For example, you might test various headlines, colours, navigation locations, images, link styles, price points, and other considerations. The versions and test you can run via multivariate testing are essentially infinite, providing broader results in a shorter time period than A/B testing.

 

device-cloud

 

Step 3: Setting Quantitative Goals

Now that you’ve conducted a review and chosen a test type, it’s time to set quantitative goals. You need to consider two major things:

  • The Testing Time Period: How long will you test? Without clear parameters, your results will be difficult to quantify. Consider the amount of conversion you receive on a daily, weekly, and monthly basis. How long will you need to run the new design to achieve conclusive results proving or disproving the effectiveness of your style changes? Marketo has created a Landing Page Calculator to estimate the best time period and/or number of variations to run during the test based on your daily conversion.
  • Results and Accuracy: Ensuring the accuracy of your test results is crucial. Statistical significance will allow you to accurately differentiate between chance and naturally occurring patterns.

Step 4: Choosing a Data Source

Rolling out a landing page test live is inadvisable. You need to choose a data source, or exactly who will be testing your page(s). You can include some of your loyal customers, use an in-house test group, or invite someone with spare time to try out your new design, all before going live.

Here are some data sources to consider:

  • Test It Yourself: Put yourself in the customer’s shoes and test the page yourself! Site owners and developers often find stumbling blocks when they test the site for themselves from the customer’s point of view. Navigating and viewing your website outside of development can quickly reveal eyesores, missing information, and confusing navigation—mistakes that when left unfound hinder conversion.
  • Invite Testers: Full video services like User Testing or What Users Do can assist you in creating a test and defining what tasks your testers should complete. Once those tasks have been completed, you’ll receive videos of participants with audio so that you can see and hear whatever problems they might have found. If you choose this data source, keep in mind that you’ll want third parties testing your site to fit the description of your target audience.
  • Surveys: Surveys are quick and easy to add to just about any page. Most sites choose to incorporate them into thank-you pages. Users have the option of completing the survey and identifying what elements of your website or page worked or didn’t work for them. Since the users filling out the survey will usually have already converted, they can readily identify how to improve your design, and they’re often very happy to do so.
  • Heat Maps: Heat maps can help you determine where users run into issues. If an issue keeps popping up in the same area, start by improving the element in that area.
  • Google Analytics Tracking: Google Analytics offers the ability to predefine a goal and accurately track when a user completes that predefined action. You can also analyze the data to see their actions prior to completing the goal. This tool hands you the ability to pinpoint precise weaknesses within your conversion funnel.

Step 5: Advert Testing

Remember that your Ads are also part of your conversion funnel. You must ensure your landing page is closely tied to the Ad copy. Relevancy gives users confidence, showing them that they’ve made the right decision by clicking, and also minimizes wasted clicks.

What if you don’t use paid adverts? Then test your Meta tags to ensure they match up to the pages people will land on.

Step 6: Landing Page Testing

You can test a thousand different variations of items and elements on a single landing page. The key is testing the important elements, the ones that strongly influence conversion. This is where BBCC really starts to come in. Below is a comprehensive list of the most important word, content, and style changes to investigate through testing:

  • The offer and the call to action
  • Long vs. short paragraph use
  • Bullet points vs paragraphs
  • A columned layout
  • Different word choices
  • Informal vs formal tone
  • Font size, face, and type
  • Link style
  • Headline sizes and colours
  • Image inclusion
  • Adding or removing testimonials
  • Embedding widgets

Page testing can, and will, include tweaking colour selections and visual elements. It’s important to track the changes because the information you glean from user testing and reaction will directly influence later design tweaks.

Step 7: Test Result Collection and Analyses

Once you’ve conducted your tests, it’s time to pull the results from the various resources you’ve leveraged. After pulling it all together, analyze the results. You’re specifically looking for the style changes that reached the goal of each page, the goal that will ultimately cause increased conversion.

Step 8: Reviewing and Refining

By the time you’ve reached this step, you should have clear goals in mind! You should also have already created test pages and received valuable feedback. Now, it’s time to review and refine the pages that produced results. Break down your results to the precise styles and elements that worked and refine them.

It’s very much like polishing a stone. The more times you polish, the more it gleams and sparkles. And just like a stone that can lose its glimmer over time and require care, your BBCC choices and CRO will need continual maintenance to ensure peak performance.

Moving Forward and Continual Monitoring

Taking a magnifying glass to your website is worth the time and effort. Ongoing monitoring will increase your understanding of your users, which will provide the information needed to best optimize for a strong, growing conversion rate.

It’s highly important to leverage a monitoring system by using tools like Google Analytics to keep an eye on your conversion. The steps we’ve covered will assist you in optimizing your rate, but you’ll need to continually analyze which factors, including your BBCC, are increasing or decreasing conversion!

Post By Asher Elran (2 Posts)

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Asher Elran is a practical software engineer and a marketing specialist, CEO at Dynamic Search, and founder of Web Ethics.

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TechWyse Internet Marketing

The BBCC of Conversion Rate Optimization [PART TWO]

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