Conversion Rate Optimization & A/B testing

There is an issue with CRO (Conversion Rate Optimization):
It looks simple. The vast majority of us with some experience working on the
web can investigate a site and rapidly discover issues that may keep somebody
from changing over into a client. There are a couple of such issues that are
very normal:
1)     
An absence of client surveys
2)     
An absence of trust/security signals
3)     
Bad communication of product selling points
In Digital Marketing, Conversion Optimization is a system
for increasing the percentage of visitors to a website that convert into
customers. They will take any desired action on a webpage. Conversion Rate
Optimization commonly referred to as CRO. We can say that CRO means figuring
out what users are looking for when they arrive at your site and then giving
that to them.
CRO takes many different forms, based on KPI (Key
Performance Indicators) you are trying to improve. Sometimes its involves making
your call to action placing on a heavy traffic page. At some other              times CRO means removing or relocating
complicated, unnecessary & time-consuming steps from your conversion
funnel.
Why CRO is important
& why you should care about it?
There are few reasons why you should care about CRO.
1)     
You are paying high for traffic to your site in
one way or another, and high conversion rate means a better return on that
investment.
2)     
To convert a higher percentage of visitors you
already have is much more cost-effective than to attract more visitors.
3)     
It actually defends against limited patience of
visitors.
It’s vital to stay the main focus on optimizing to seek out
additional customers who can love your product and assist you grow by spreading
the word. Everything else could be a waste of time and resources.
The Conversion Rate
Optimization Process
The main process of CRO includes following stages:
1)     
Discovery
2)     
Experiments
3)     
Review
1)      Discovery
This entire stage is about data gathering that you
need to inform your testing. This can take time. This is very important stage
and if done correctly, you can save a lot of heartache further down the
process.
Step 1: Data
Gathering
There are three areas from which you can collect data.
·        
The Company
·        
The Website
·        
The Customers
 The Company:
This is the company / website that you’re working for.
There is a bunch of information you can gather from them which will help inform
your tests.
1)     
Why does the company exist?
2)     
What are the goals of the company?
3)     
What are the unique selling propositions of the
company?
4)     
What are the common objections?
The Website:
Here our main focus should be on
the website itself and what data we can gather to inform our experiments.
The customers:
This is the most interesting area
to gather data from and have the most impact. Here we are gathering information
directly from customers through number of methods.
Step 2: List hypothesis
Presently we have to make the
progression from information gathering to delineating what we might need to
test. Without acknowledging it, many individuals will hop straight to this
progression of the procedure and simply begin testing what feels right. By
doing all the work we sketched out in stage 1, whatever remains of the
procedure ought to be significantly more educated. Posting the accompanying
inquiries should enable you to wind up with a rundown of things to test that
are moved down by genuine information and understanding.
1)      What
are we testing?
2)      Who
are we testing?
3)      Where
we testing?
 Goals of the discovery phase:
1)     
You have gathered data from customers, the
website, and the company
2)     
You have used this data to form a hypothesis on
what to test
3)     
You have identified who you’re targeting with
this test and what pages it applies to
4)     
You have checked that tracking code is set up
correctly on those pages
2)      Experiments
This is the stage where we start testing.
Step 3: Wireframe
test designs
This step is depending on your specific circumstances. It is
not necessary for you to do wire-framing! But if you do that you can double
check that they are in line with step 1 and step 2 above. When you are going
through this step here are few questions you should ask to yourself.
1)     
Are the changes directly testing my hypothesis?
2)     
Are the changes keeping the design on-brand?
3)     
Are the changes technically doable?
Step 4: Implement
Design
If your design is more complex, the more work you need to
put the design live. You should test your design across different platforms
before putting it live because visual elements change dramatically.
Goals of the
experiments phase:
1)     
Test variations are live and getting traffic
2)     
Cross-browser testing is complete
3)     
Design has been signed off by client /
stakeholders if applicable
4)     
Correct customer segments / traffic allocation
has been set
3)      Review
This is the stage where It’s time to see if our work paid off or not.
Step 5: Was the
hypothesis correct?
you should ask yourself following questions in this stage to
know whether your work paid off or not.
1)     
Was statistical significance reached?
2)     
Was the hypothesis correct?
When hypothesis is
not correct
This situation will surely occur but most conversion rate
experts do not talk about their failed tests. But the important thing is that
not to give up and make sure that you have learned something from each and
every stage and process. Ensure you’ve monitoring every one of the information
you’ve assembled from failed tests so you have a log of all tests which you can
allude back to later on.
Goals of the review
stage:
1)     
Know whether a hypothesis was correct or not
2)     
If it was correct, roll out widely
3)     
If it wasn’t correct, what did we learn?
4)     
On to the next test!
That is about it! Conversion Rate Optimization to be a
continuous procedure on the grounds that there are dependably things that can
be enhanced over your business. Search for the chances to test everything, take
after a decent procedure and you can have a major effect to all that really
matters.
Author Bio:
This article is a contribution of Nishva Gandhi, SEO
Analyst and Content Writer at
Skyindya
Technologies
, One of the leading Software
Development Company in India which provides services like Digital Marketing,
Web Design And Development, Mobile App Development. A Writer by day and reader
by night. Apart from this she is also Web Designer.

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