The strongest business idea can fall apart without successful conversion rate optimisation. It’s a tale as old as time: You’re driving traffic and your website looks good, so what’s going wrong?
Chances are, your website isn’t meeting the needs of your potential customers. Unnecessary pain points and problematic customer journeys are some of the biggest mistakes businesses make with their online presence.
As an industry-leading conversion rate optimisation agency, we’re here to guide you through achieving success in an increasingly competitive online market. We’ll explain how to improve conversion rate, implement agreed measures and make your website the go-to destination for loyal customers.
This article will cover:
What is Conversion Rate Optimisation?
Conversion rate optimisation, or CRO for short, is a process we use at Pod Digital to increase the percentage of users who complete desired actions, such as making a purchase or signing up to email newsletters. It’s a data-driven strategy designed to maximise the growth potential of your business.
We use it to understand why customers aren’t converting and discover the necessary steps to rectify the issues. Conversion rate optimisation is a vital marketing strategy if you want your business to succeed online.
CRO vs SEO
The best SEO strategy will get your business ranking on SERPs (search engine results pages) and drive traffic to your site. CRO, however, focuses on delivering the best user experience (UX) once potential customers land on your website. By understanding and optimising the end-to-end user journey, we convert more leads into customers.
As a conversion rate optimisation agency, our ultimate aim is to understand these customers well enough to keep them coming back to you time and time again, maximising your return on investment(ROI).
Without effective CRO, you risk undermining your SEO strategy. But how? If the user experience isn’t good enough to keep prospects on your pages, high bounce rates signal to Google that your website isn’t good quality, which negatively impacts your rankings. It’s why we recommended paying attention to both of these factors for the best results.
Pod’s Approach to Conversion Rate Optimisation
Our innovative strategies are designed to keep you ahead of the competition, both on-screen and behind the scenes (things such as site speed matter more than you realise!). The aim is to ensure your customers don’t just convert once – they become repeat business.
As an experienced conversion rate optimisation agency, here’s what to expect when you start the process with Pod Digital.
Understanding Your Business
We make it our business to understand yours: What are your goals and objectives? What does your target audience want? What are your current marketing strategies?
Only by doing this deep dive can we gain sufficient insight into your desired outcomes and the needs of your consumers. Once we’ve established these core points, we’ll focus on finding a way for your website to successfully deliver both whilst keeping the spirit of your brand alive.
Understanding Consumer Behaviour
Every visitor to your site has a unique journey to conversion. Our job is to understand this behaviour and the potential pain points, such as outdated designs or not being mobile-friendly, that lead them to leave your site before they convert.
We do this through a mixture of:
- In-depth data analysis to understand the needs of your customers.
- Competitor analysis – your customers are looking at them, so we need to, too.
- Analysing customer behaviour so we can understand how your website does, or doesn’t, fulfil the needs of your customers.
- Understanding the user journey – where has your customer come from? What are they looking for? What device are they using?
By understanding the needs of your customer base, we can implement changes to your website to minimise existing pain points. Effective conversion rate optimisation delivers a positive user experience, which is more likely to drive repeat visits and minimise churn.
Our Research and Data-Driven Strategy
Interpreting your data and discovering the human behaviour within it is fundamental to our strategy. While many believe CRO is as simple as highlighting the CTAs, we do a much deeper dive into the data for an insight into customer behaviour.
Our comprehensive data analysis consists of over 250 data points, all scrutinized by our in-house experts. This ensures there’s no guesswork or bias involved in the strategy behind our conversion rate optimisation.
While our years of experience mean our expert CRO team have a killer instinct for UX, we still rely on data for our approach. Using data to drive our strategy ensures we maximise results.
For example, we may spend some time A/B testing different layouts to find the statistically best-performing designs. We then use the data to explain the benefits to you and your business, ensuring you understand the impact of necessary changes.
Reporting
With the best tools in the business, we can accurately track the impact of our actions. We offer total transparency of what we’re doing, why we’re doing it and the impact it’s having on your business.
We won’t just show you the numbers that make us look good, your report is tailored to your business and focuses on the metrics and objectives agreed with you at the initial consultation.
Continually Reviewing and Optimising
The digital marketing arena changes rapidly. We keep up to date with the latest trends and modifications, allowing us to respond to and optimise your website effectively. We won’t miss a beat, so it’s one less thing for you to worry about.
We’ll continually review our strategy for conversion rate optimisation to ensure it’s working the hardest for you. If we think it’s time for a shake-up, we’ll discuss it with you first.
How Conversion Rate Optimisation Benefits You
There’s no doubt effective conversion rate optimisation brings benefits to the consumers, but it also has a wealth of perks for your business:
- Reduced acquisition costs
- Increased bottom line
- Unlimited business growth potential
- Customer retention and loyalty
- Aids other channels, including SEO, emails and social by understanding your audience, leading to a segmented and targeted approach
With user-centric CRO, you can make the most of your existing marketing campaigns, ensuring they work hard for you rather than having to reinvent the wheel and come up with fresh ideas. This helps to minimise the initial outlay while keeping your customers – and your ROI – happy.
How to Improve Your Conversion Rate With Pod Digital
The first step to improving your conversion rate is understanding why potential customers are not converting. What are the pain points? Where is your website falling short? As we’ve already mentioned, this is more than just making the site look good – we delve into the back end of the website to tackle elements like reliability, design and side speed, too.
With limitless variations of user journey and experience, from the device used to where they came from, there’s no “one size fits all” approach to conversion rate optimisation. As a holistic conversion rate optimisation agency, we offer an omnichannel approach to deliver the best return on investment (ROI).
We’ll use the data provided by your customers (using years of experience and industry-leading tools to analyse the data) to understand the pitfalls and how to correct them. The research phase is crucial to long-term success, which is why we take the time to collect and collate the data before creating a strategy to implement any changes.
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Acronyms at a Glance
CRO – Conversion rate optimisation
CTA – Call to action
PPC – Pay per click
ROI – Return on investment
SEO – Search engine optimisation
SERPs – Search engine results pages
UX – User experience
