Our conversion optimization growth framework takes all the guesswork away and provides a structural and systematic optimization framework to plug all the leaks where your business is losing money and generate new growth opportunities.
The foundations of your success
Before any work takes place, we need to define key performance (KPI's) indicators, define long term goals, and come up with a strategy that will ensure that we meet those goals.
The tools that will get us there
In our work, we are using a series of tools that enable us to conduct the research and come up with laser-focused insights that lead to significant improvements.
So before any "serious" work takes place, we need to take care that tracking tools that we are using are installed and configured correctly.
Those tools are :
• Web Analytics ( Google Analytics, Adobe Analytics, Yandex Metrika)
• Split Testing tools ( Google Optimize, Convert.com, Optimizeley, VWE)
• Google Tag Manager (GTM)
• Heat mapping and screen recording tools ( Hot Jar, CrazyEgg)
• User survey tools ( Survey Monkey, Google Forms)
Establishing this reliable baseline is critical for measuring our success. Unfortunately, while most companies believe their analytics are already correctly configured, 90% of analytics configurations we come across are broken in some way. That's why we check for errors right off the bat.
Research is the most crucial phase of our optimization process and the fuel for all the steps that come after it.
We are taking a bird' s-eye view and identifying where your website is losing money and why that is happening. Those insights will give us all the necessary information that we need to find a solution to the problems and plug those holes.
Understanding where are you losing money and how much
To discover your website's bottlenecks, we are using web analytics ( in most cases, our clients are using Google Analytics).
We are seeking to understand the performance of your traffic sources, the behavior of different user groups, and your conversion funnel.
Starting with the initial ad where someone first encounters your business and finishing with the thank-you page, we will map out the entire user journey and map up every action that users take while they are shopping on your websites.
Identifying the biggest drop off points of your websites will give us clues which parts of your website are underperforming and losing money.
Getting to know your visitors and why they are not buying
We have accomplished much by now in the stage of the process.
We know what we success will look like, how we will measure it, and that we can trust the tools we are using.
We also know where our website is leaking money and how much.
What we don't know is why visitors are leaving without a purchase.
Most so-called conversion experts would be quick to find a "killer solution" in their little box of tricks, but that wouldn't be nothing more than guesswork.
But we don't want to guess why the visitors are not buying. We want to know for sure. And the answers are usually found in the following research methods :
• A customer survey is an online survey of first-time buyers, who recently bought from us. We are seeking to understand who they are, whats matters to them most, why they purchased from us if there is anything that almost stopped them from buying, and how we can improve.
• On-site surveys help us out discover why people are leaving the key pages and don't buy.
• Customer support interviews to find out the most frequent customers' complaints, worries, dilemmas.
• User testing with people who are similar to your targeted audience to discover how they are using your website, what bothers them, what they like, etc.
Identifying the usability problems of your website
By analyzing your website using different devices ( mobile, desktop, tablet) and different browsers, we will locate all the usability problems that might cause issues to your visitors.
Once we identify the problems, we will design solutions to overcome them.
Market and competition research
By analyzing your competitors and what customers are saying in the social media or review sites, we will gain a better understanding of how to craft your unique value proposition and differentiate yourself in your niche.
By the time we're done with our data collection and analysis, we'll have pinpointed your actual customer and how they use your website. Now its time to create a hypothesis and start testing our findings.
Crafting a testing strategy tailored to your business
By now, we know everything that we need to start solving issues and improve your bottom line.
The chances are that by now, we have uncovered at least 50 -100 findings (sometimes over 200). Since we can't tackle them all at once, we have a prioritization system in place, which will ensure that we will start with ones that will grow your business in the shortest time. Bold changes give you more profit, and you get quicker and bigger returns.
At the end of this process, we will present you with a document with all findings and the testing strategy that will ensure your business gets most of out it.
Running the tests
After we have a list of problems in descending order, we start solving issues one by one.
We usually design one or multiple solutions and test them against an existing version of a tested page.
All tests run until they reach 95% certainty that results are correct.
To be confident in results, we run all tests for a minimum of 2 business cycles (usually 2 to 4 weeks).
Implementation, learning, and growing
After each test, we conduct a post-test analysis and present findings to you.
If the test is a winner, our developers will implement it in your store by replacing the current version of the page with a more profitable one.
However, not all tests are winning, but from each test, you learn something new about your customers and the way they interact with your store.
And with that new insights, you create new tests that usually bring better results.
The success of a testing program comes from the cumulative lifts over a longer period of time.
As this overview has shown, conversion optimization is not about best-practice page elements; it’s a process of activities that encompass a wide range of disciplines. Although it sounds less appealing than applying “magic buttons,” we don’t know of an easier, more reliable way to grow an online business.