CONVERSION RATE OPTIMIZATION
CONVERSION RATE OPTIMIZATION
What is it?

Every website has a goal that you expect it to achieve. Depending on type of your business it might be:

  • Orders (eCommerce),
  • Lead generation (Sales)
  • Engagement and other

The steps necessary to reach goals can be mapped out in a funnel. This creates an opportunity to analyze and improve every step leading to more sales of products, clients or more engagement.

Performance of your website or application can only be increase in two ways: acquiring more traffic or improving your website to generate better results.

Improving every single channel separately is necessary, but costly process. With CRO you are able to upgrade your website – the target destination for users. The result is better performance in new sales, leads or higher engagement, with the same amount of traffic. The result multiplies your return with every channel.

With launching experiments, you cancel out the guesswork and internal discussions what is the best way forward. The experiments provide you with the information what works and should be implemented everywhere and what ideas should not be considered anymore. This allows your website to improve gradually without risking your profits or reputation.

Increasing conversion rate from 1% to 2% means a 100% higher return on investment.
The Opportunity

Improving each channel separately is worthwhile, but costly process. With CRO you are able to upgrade the final destination for users, improving all of the channels leading to it. This way you generate more sales or engagement with the same amount of traffic, you’re currently receiving. Should you want to spend more on online ads then the campaign performance will also be increased by CRO.

The Goal

With launching experiments, you cancel out the guesswork and internal discussions what is the best way forward. The experiments provide you with the information what works and should be implemented everywhere and what ideas should not be considered anymore. This allows your website to improve gradually without risking your profits or reputation.

CRO Features
Framework Improving Your Conversions
A structured and systematic approach to improving the performance of your website.
Aided by data
Defined by your website’s unique objectives (KPIs) and informed by insights—specifically, analytics and user feedback.
Building on current success
Leveraging the traffic already on site and focusing on the end result.
CRO is not
Based on guesses, hunches, or opinions.
Driven by the politics, rather by merit and measurable metrics.
About just generating conversions, regardless of quality or engagement.
The Effective Timeline

The cost of not excercising proper CRO process is high, therefore all steps need to be planned in advance and executed to the highest standard. Here are the phases that are necessary in every project.

1. Research & Concept

With research and setup we make sure that every factor is tested and validated. With external data and benchmarks we can immediately identify issues affecting conversion rate. The usual timeframe is 30 days.

2. Concept Review & Sign-off

Sharing the findings with client’s team and aligning strategies towards
common goals. As of this point Sagefiber becomes a one-stop shop in all data, performance related questions for the project.

3. Experiments Launch

Rolling out the initial tests based on ICE Methodology, with project manager in close contact with the project owner.  We establish communication rules and enable project owner to oversee every step of the process.

4. Monitoring

When a test is runnig – it is still scrutinised by our team. We make sure that the results are vallid and convincing, also amending or scratching some underperforming ideas that have been placed online.

5. Review & Analysis

With each experiment we share the results and findings with both our and client’s team. We display learnings from successes and also failures to make everyone involved aware of best approaches and those rendering negative results.

6. Rollout

After the successful review the experiments can be rolled out to the whole project in order to improve conversion rate in all properties. This can be done by our team (optional) or another technical team involved in the project.

Meet the Team
Consultant

• Finding the most impactful improvements,
• Coordinating brand values and messaging through the whole process,
• Analysing all customer touchpoints and user paths within project,
• Scheduling all of the phases in the project, ensuring timely delivery,
• Coordinating client communication (single point of contact),
• Communicating data, findings and results with all relevant stakeholders.

Programmer

• Coding all the test ideas and preparing them for launch,
• Managing code base, to be reused later for rollout,
• Technical Quality Assurance and overwatching coding standards,
• Cross Browser and Responsive Code.

Copywriter

• Translating the brand messaging into persuasive copy,
• Improving headlines and call to actions,
• Ensuring that correct tone of voice is reflected in all communication.

Designer

• Following your brand guildelines in designing visual elements,
• Providing user experience suggestions for the best solution,
• Assuring visual compliance with all standards and maintaining high level of quality.

Common Objections

Sometimes your team might be reluctant to the idea of experimenting. For those who are not convinced we have few of the most common objections listed below. The rest can be addressed with your consultant.

BRAND IDENTITY CONCEPT & DESIGN
Should there already be a team working on part of the process (i.e. Corporate Design), we’re happy to work together with internal stakeholders and take on board any feedback from their side. We align ourselves to your company structure and still remain agile.
BUDGET CONSIDERATIONS
The return on investment in conversion rate optimisation is usually counted in tens or hundrets. CRO improves all of your exisitng channels at once in the center – your website or app (i.e. Guardian increased subscriptions by 46%).
EXPOSURE & BRAND PERCEPTION
The experiments are done on a limited and defined group of users, so a fraction of visitors is exposed to the test. The experiments can be switched off immediately, limiting any possible negative effects to minimum.
Crossing Other Projects
If you plan i.e. a redesign project without prior testing you are wasting time and resources. Testing will provide you with the shortcomings of your current solutions in place.
We set the pace
and break the limits

On the fast-changing market of vast competition we are the ones you can rely on. Empowering constant innovation, we help you to achieve new heights and reach your customers easier than ever.

Talk to a Strategist