By optimizing conversion rates, business-to-business (and B2C) companies improve the likelihood that traffic will move through the funnel, increasing conversions and thereby reducing acquisition costs and boosting ROI .
Beyond its benefits, it is important to know that conversion optimization is not something that is quick or done once and for all, but rather it is an iterative process aimed at improving the quality of a website .
To carry it out, it is necessary to go through 5 fundamental steps:
1 – Define a goal
The first thing is to determine a purpose , asking yourself how testing the different hypotheses fits with the short- and long-term objectives, or what metrics the initiative will impact.
While the ultimate goal of conversion optimization is to get
the most out of a website’s traffic, it’s necessary to establish the role each experiment plays in the overall context to understand whether your efforts are well-targeted .
In addition, you need to decide which element of the page you will experiment with first . The number of fields in the forms, the verbs used cayman islands phone number library optimize conversions in the calls-to-action (CTA), the complementary images, the links, the testimonials, the headers… The possibilities are diverse.
It is best to experiment by area. By working this way, you will be able to analyze the results more easily .
2 – Set a reference point
Next, you need to establish a benchmark by evaluating your current conversion performance and trying to figure out what the data shows .
For example, if you’re testing a blog post, find out the current conversion rate, or if it’s a CTA, investigate the ratio of views to clicks.
3 – Formulate a hypothesis
Next, it’s time to formulate a hypothesis that can be proven .
Start by asking yourself questions . “ The page too distracting? Is the traffic coming in as expected? Is the information confusing?” are some possibilities.
Contrasting these questions with the data you’ve collected, create a hypothesis ,
such as, “If I change such a factor, the conversion rate will how to react as a company when tragic events occur increase to X% because it will solve this problem.”
4 – Design the tests
The fourth step is to leave theory aside and take action, executing the change proposed in the hypothesis .
There are 6 factors that impact conversions:
the value proposition of the offer, the relevance of the content, the clarity of the conversion path, visitor anxiety, distraction and urgency .
Taking these into account allows you to test philippines numbers optimize conversions the different elements of a site that affect user behavior.
In turn, testing with only one element at a time makes it easier to analyze the impact.
After making the change, a schedule must be created to establish the baseline for the experiment,
periodically recording performance and comparing it to the baseline .
Continue testing for at least 4 weeks. This will ensure that the information is statistically relevant to draw conclusions .
5 – Analyze the data
Finally, it’s time for analysis. Evaluate the final set of data and compare it to the benchmarks you collected in the process .
What do the records indicate? If your hypothesis was correct, great! You’ll be more successful in engaging your audience. But if it doesn’t turn out to be true, don’t be discouraged! You can use the data you’ve collected to make another guess .