Is conversion dependent on increasing traffic or “increasing conversion” itself? Increasing traffic takes a holistic approach and you may increase it by up to as much as 500 percent, but the success of your online marketing initiatives will only boil down to one fact: how effectively you can convert that traffic. A miserable conversion rate will make your investment look worthless.
A good conversion-oriented web page is created with intent and therefore carries appropriate triggers to action. So, all the numbers from your KPIs are essential guides to help you understand how your landing page is performing and where you can improve. You need to find out why some segments of visitors are not converting.
Maybe you don’t need to invest time, money, and your resources on a new webpage. You might find the answer with the help of an audit for conversion rate optimization.
Why Your Website Needs A Conversion Rate Optimization Audit?
The major reason behind poor conversion rates is that people are simply considering the CRO practices from other websites and implementing the same practices. While you could consider these practices, you need to ensure that they are relevant to your audience.
If you are putting your stakes on great conversions, you will have to think like your audience. In order to build a better user experience that generates more conversions, you will need to audit your current assets to know your winning and losing points.
Embrace Conversion Rate Optimization (CRO)
It is crucial to identify what is sabotaging your conversions and a full audit is your ticket to figuring out these reasons. You couldn’t simply make a marketing campaign live without knowing what went right or wrong in the previous campaigns.
With this article, we aim to provide a complete structure of CRO along with helpful tutorials and tips to achieve your conversion goals.
The Complete Structure Of Conversion Rate Optimization
1. Business Goals
Before you start the audit, ensure that you know what you want from the web page. This will help you relate every component of the web page with your business goal and if each is robust to boost conversion rates. What is more profitable for you?
If you are a B2B business and offering a free rate-card for download, you might be expecting more sales and profit via email marketing. So, your main goal will be to get as many visitors as possible to download the rate card. This could be the first point towards analysing and testing the forms, pop-up boxes, and calls-to-actions in order to to see if you’ve optimized according to the current goals.
Google Analytics will help you identify the number of visits that led to successful conversions. Simply set up your goals by tying up the conversion page. Every goal can even have a monetary value, so you can see how much that conversion is worth to your business and whether it’s helping you achieve your ultimate revenue goals.
A clear definition of your target audience is the most important aspect of the CRO audit because you build most of the elements of your website with them in mind.
Is the tone of your content relevant to your target audience? Are they getting the right message? Have you optimized your designs to suit the browsing behavior of your targeted audience?
Defining your audience gives you lot of valuable data about their demographics. In order to set up the right psychological connection with them, you will have to figure out whether you are placing various messages, forms, calls-to-action, and images in a way that will appeal to your target audience.
A clearly defined audience will also help you in determining the colour and fonts that you use to present your messages and offers.
3. Design & Layout (For Desktop & Mobile)
Even websites with the best visuals flounder. What looks very appealing on the surface may not necessarily be compelling for your target audience. However when you audit the page for conversion, you have to ensure that certain elements are making it easy for the audience to engage with the web page both on desktop and mobile:
- Use of whitespace.
- Call-to-action that is visible.
- Readable typography.
- Consistent division of all sections.
The common conversion audit practices are not enough as you have to take into account how your website suffices to the needs of the mobile traffic. You are simply alienating yourself from your prospects by not having a device-optimized design.
4. User Experience Audit
The UX gives you an account of the overall experience that your website generated for the users. It describes more than just design and tells you how intuitive your site has been, how fast your website is, how much friction the site encounters, which section gera the highest engagement, which form works the best, which call-to-action gera the most clicks and more.
The Best Tool to Measure UX
At HubMonks, our favourite tool is the Hotjar tool that records user behaviour across your website and provides different heatmaps to figure out how deep users have scrolled and which CTAs have received the highest number of clicks.
The Best Tool to Measure UX
At HubMonks, our favourite is the Hotjar tool that records user behaviour across your website and provides different heatmaps to figure out how deep users have scrolled and which CTAs have received the most number of clicks.
Here is an example of the heatmap for one of our infographics that tells us how users have moved across various sections.
UX audit will help you in gaining the following useful insights:
- How your website is useful to the audience?
- If it is easy for them to navigate around the page and from one page to another?
- Is the webpage desirable enough to boost engagement?
- Does the webpage seem credible in terms of offer for the user?
- When your users arrive on the webpage from search, social, email, or advertisement, are they getting value from the page?<
- Is the number of clicks on your calls-to-action signifying the relevance of your offers for the user?
5. Search and Social
You may be posting messages on your social accounts and have already optimized the page to rank on search. However, once the user clicks on your link on any of these platforms are they getting the same tone and same message on landing up? You will have to check on the following:
- See if the title, meta description, and URL are customized according to the message given on the landing page.
- Customize the social network pages like Facebook, Twitter, and Linkedin to incorporate the same style and tone on your website. The visitor shouldn’t feel friction in the overall experience.
6. Analytics Audit
If your website analytics data isn’t accurate, there will be some mismatch across all the results. You will realize that all the data that you had been pulling out for months is now only fit for the dumps. So, in addition to auditing your website you will have to audit the analytics data and see if you have a healthy scaling system. Here are the questions that you need to answer:
- Is the data you are collecting enough to measure the effectiveness of the campaign?
- Is the data reliable?
- Is there any technical difficulty that is hampering effective measuring of key metrics?
7. The Complete Conversion Process
Of course, these are just a few of the many points to consider, but a good conversion audit will take them all into consideration and then make adjustments and test depending on one’s own audience and their expectations.
A CRO audit is incomplete without a detailed look at the conversion process. This may sound tedious, but there are a few points that you should consider while auditing your product pages and the checkout in case of eCommerce pages.
- Are your calls-to-action visible enough with attractive colors and the right message? In case of e-Commerce you should have a prominent shopping cart icon with an image and number of items added.
- If your marketing software allows, see if you have inserted personalization options.
- Are you showing the number of steps or a progress-bar to keep the visitors informed about how much they have advanced for order completion?
- Forms should provide validation messages and tool-tips to guide the users with the requirements of a field.
8. Content Audit
Businesses couldn’t afford to keep content as an afterthought in the conversion strategy. While building a website, you have to consider your goals and audience and make content creating an integral part of the conversion strategy.
Ensure that on landing, audience are getting the same message that was promised on the source. They should find relevance to their needs.
While auditing content, consider the search engine ranking factors and track the changes that you need to make in order to improve your rankings. Check out the most important keywords for your business and whether they have been targeted on the page.
A content audit for CRO will also help you in evaluating the current performance of your content marketing efforts. For this purpose, you will be monitoring things like engagement metrics, page length, social shares, device compatibility, AMP ready, and more.
9. Check Traffic Sources
Now it’s time to audit the traffic sources – organic search, pay-per-click, advertising, social media, web referrals and others.
Every traffic source shall have its own conversion rate. Some might be working better while others might not be working as expected. You will have to break down the analysis on the basis of the channel. The following two things will work:
- If a particular channel is working, you could probably start working more towards this channel to optimize the message for best performance.
- Focus on the channels that are not performing well for your website. This could also mean targeting with new messages and trying out different demographics.
10. Form Audit
Is your form asking too many details from the user? Is the user able to differentiate between sections on a long form? Are the labels appropriately placed? These are the factors that could make or break the UX of your forms. The aim of CRO is to get as many form submissions as possible and you simply can’t afford to evaluate the current form and enhance it to increase engagement and conversion. Here are some points that you should consider:
- Are you asking relevant questions to the visitor?
- Are the labels placed systematically with their fields?
- Are multiple sections defined for the user’s understanding?
- Have you provided tool-tips that provide guidance each time a field is activated?
- Are you providing custom validation messages if wrong information has been submitted?
Though it may look overwhelming, but a good CRO gives you a honest feedback about your current state of lead generation initiatives. A robust CRO process helps in understanding your visitor’s needs and structuring your site to exceed their expectations. CRO is your relationship-building tool. You become a monitor who has to figure out the winning or the losing points for your conversion rate. There are several steps that may repel your visitors from going ahead in the marketing funnel, however we have covered the most popular reasons in this article.
Dev is the Head of Marketing at HubMonks, a HubSpot content optimization system (COS) partner for major inbound marketing agencies and brands. Dev utilizes and swears by the power of the HubSpot inbound marketing methodology. He loves to share valuable insights on HubSpot’s marketing software, content optimization system (COS) and the best practices to set up successful inbound marketing campaigns. You can contact him on facebook and twitter.