10 steps to conversion rate success
In retail, combining an increase in conversion rate with an increase in average order value (AOV) can make a huge difference to the ROI of every digital channel. That is why conversion rate optimisation (CRO) needs to be a key component to every retailer’s strategy.
The most cost effective way to improve your site conversion is through testing two or more pages at the same time, known as A/B testing (new page versus original) or multivariate testing (when testing several changes on a page). Here’s a tried and tested 10-step guide.
1. Tool up
Use a plug and play tool that has an easy to use editor such as VWO or Optimizely. Both only require a small amount of code on your website and can then help you create new page variations using a ‘drag and drop’ like interface, removing the need for regular developer resource.
2. Decide what to test
This is the fun part where you get to list all the things you don’t like about your site and think of ways to make it better. Make sure you use the data at your disposal for example:
Google Analytics – look at popular landing pages that have a particularly high bounce rate and examine the common paths to conversion, reviewing any pages with a high exit rate.
The basic premise is to show your users what they want to see when they want to see it. Be sure to check that your tests won’t cause issues for other departments and/or your agency.
3. Plan your tests
Ensure that you’re making changes to pages that can have a significant effect on your conversion rate and AOV; there’s no point wasting time testing a page that gets no traffic, or a change so minor it won’t make a difference. Use the PIE Analysis framework to rank your tests by:
Potential – What is the size and value of current traffic to the page? What impact do you think the change will have on conversion rate and AOV?
Importance – How important is the page or feature? Remember to speak to other departments for their plans and priority areas.
Ease – How difficult is it going to be to setup the test and permanently change your site if it is a success?
Score each factor out of 10; sum the three scores and rank to create your test roadmap.
4. Build your tests
Build your variation pages within your chosen tool, for the top two or three tests in your roadmap to increase agility and reduce downtime between tests. Make sure you configure the tracking for your tests and add any filters to exclude any unwanted traffic.
5. Check your tests
Always conduct live testing, don’t rely on a preview. Make sure you look at both design and functionality; things like image responsiveness, filters and information hover overs can often require some technical changes in order to work correctly.
Remember to check on multiple devices and multiple browsers.
6. Launch your tests
Do this in the morning so that you can keep a closer eye on them throughout the first day. You need to review the data as it is collected and ensure Analytics and Goals are populating correctly for each variation.
7. Be patient
Wait at least a week before you try to analyse any results, to avoid jumping to costly conclusions.
The key to getting a good ROI from CRO in retail is ensuring you are always testing the right thing; as such you should update your PIE scores on a weekly basis. If the test you are running is still close to 50/50 then it is unlikely to result in a big conversion rate, so reduce the weighting you’ve given to the Potential for this test.
8. Make permanent changes
When you have a clear winner, end the test and make the permanent change to reap the benefits. Apply the learning across the site wherever it is valid.
Don’t forget to share your learnings with the business; firstly it can’t hurt to show people what a good job you’re doing and secondly their feedback can help you to plan future tests.
9. Rinse and repeat
10. Build a knowledge bank
Keep a log of all the tests you run and document any analysis or learnings to serve as a knowledge bank of proven best practice for your audience and your brand.
One day, you may be called into a meeting to discuss plans for your new site: come armed with your knowledge bank and you’ll be worth your weight in gold.
Alan Reeves, Operations Director, Click Consult
Tel: 0845 366 7586
Email: hello@click.co.uk
Web: www.click.co.uk
Twitter: @ClickConsultLtd
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Click Consult (Part of Ceuta Group)
Located in North West England, Click Consult is a multi award-winning digital and search marketing agency with a focus on organic (SEO) and paid search (PPC). Part...
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