Conversion Rate Optimization
For Humans
At Pearl Lemon we don’t think quick hacks and blindly following ‘industry best practices’ are really what’s needed to increase a website’s conversion rate.
We think the only way to really boost your conversion rates is to take the time to understand your visitors and then give them what they need.
We believe that to significantly increase your conversion rate on a long term, sustained basis you need to look past the data to see what’s really happening on your website, identify the problems and opportunities that exist and then make the fixes and new implementations needed to create a smoother, more effective path to conversion.
It might sound simple, but it’s effective, and we have the results to back our theories up to prove why we are the best CRO agency in London.
Moving past standard conversion rate strategies and using our innovative proprietary techniques Pearl Lemon focuses on understanding what drives, halts, and persuades your users, so your site can be tailored to offer them the best experience possible the thing that will really boost conversions in real life, not just theoretically on paper.
Our Conversation Rate Optimisation Process Explained
If you look in the dictionary, the definition of conversion rate optimisation reads a lot like this “the practice of increasing the percentage of users who perform a desired action on a website. Desired actions can include purchasing a product, signing up for a service, or clicking on a link.”
These standard practices usually focus solely on numbers, averages, comparisons and set benchmarks. Data like this IS important, but concentrating on it too hard comes with a serious downside – the more you look at spreadsheets full of numbers the less you actually think about the very real people behind them. You forget that you are trying to please people, not balance the books.
The Pearl Lemon process is built around a far more user-centric model. Our team puts themselves in the shoes – and the minds – of your prospects and focuses on learning who your ideal customer personas are, what they want and how you can best give it to them.
The final action – the conversion – is important, but a lot has to happen before a consumer gets to that point, and that’s what we focus on first.
What DRIVES People To Your Website? What MAKES THEM LEAVE? What HOOKS Can Be Implemented To Make Them More Likely To Convert?
When you are working on improving your conversion optimisation rate not every problem is quantifiable, or backed by numbers. And a clear-cut answer might be hard to see.
Sometimes, just a single bug in your code that is blocking users from doing something is all that was ever really wrong. Fix that and your business is saved. But that’s a very rare scenario.
Usually, when we work businesses, we find that their website is functioning perfectly from a technical point of view. But people still aren’t converting. So that is when it’s time to look beyond the cold, hard data and focus on the users first. And that’s what we at Pearl Lemon think successful CRO is all about. Pearl Lemon’s conversion rate optimisation services can be that fix your business needs. And our results back our theories up.
Conversation Rate Optimisation FAQs
The simple answer here is what do you want your visitors to do when they visit your website? What actions are most valuable to your business, or to your current sales campaign? A conversion can be a lot of things. It could be a booking, a sale, a sign up to a newsletter. These are usually called macro conversions. But there are micro conversions you might want to measure too, things like time on site, video plays and downloads.
If you want the textbook definition opinion actually varies widely and can be anywhere from 4-20%. But a better answer is that a good conversion rate is better than the one you have now, because the aim of any business should be to continually seek to improve.
In a nutshell, conversion rate optimisation – or conversion rate optimization if you are in North America – is a system, or set of systems, and strategies that increase the percentage of browsing and returning users who complete a previously defined, desired action on a webpage.
CRO is, however, a broad umbrella term. It encompasses data analytics, A/B testing, marketing psychology and more.
Conversion rates can be calculated by taking the number of successful conversions, whatever that conversion might be, and dividing it by the number of visitors the webpage receives. It’s fairly simple maths, but maths that needs to calculated carefully.
Some terms and tactics you’ll read about here on the Pearl Lemon Convert website, and which our team, if you speak to them, will discuss are relatively new and unique to the digital space. A/B testing is not one of them.
A/B testing is an old, tried and tested tactic that has been used by marketers and advertisers for decades. The way it’s conducted has changed, but the basic principles behind its use have not.
A/B testing – which is also known as split testing – takes two versions of something – content, visual design, email messages, webpage navigation and more – and pits them against one another.
A/B testing can be as extensive as sending two different versions of an email newsletter to a divided but similar subscriber segment, or offering two completely different landing pages or as small as changing the placement of a call to action button or the title of a blog post.
The goal of A/B testing is to determine what elements will increase conversions, and what elements might decrease them.
As you might have been able to guess from the name, multivariate testing changes a number of different things at once, instead of focusing on a single change in the way that A/B testing does. Two completely different versions of a website homepage for example.
Multivariate testing is used most often when a website is cluttered and has too many conflicting elements, and/or if conversion rates are very low or the website itself is brand new.
They are different concepts, so one is not better than the other, but they are used in different situations. If yours is a brand new site, or your conversion rate is very low, then multivariate testing may be the best way to go. They offer an advantage in that a full website redesign for a newer, less established brand may result in the drastically increased conversions needed faster. For a more established site, with fewer traffic issues, the longer A/B testing process is often more efficient.
Most websites have almost countless elements that could, in theory, be A/B tested to potentially increase conversions. But testing every button, every image, every text path is not needed. The best way to determine what to test is to analyse traffic data and determine where the biggest opportunities for change might lie, and then plan to test there.
Heat maps are fairly simple visualisations of just what visitors do when they interact with your website and they are highly useful CRO tools. They can answer some very important questions quickly and easily. What areas of the site fail to attract any attention? Are there distracting elements that take away from the main call to action? Are users trying to take an action but can’t? A heat map can offer some great answers fast and speed the CRO process considerably.
CRO offers excellent ROI. There is a trend in digital marketing today to spend lots of time and money concentrating solely on attracting visitors to a website. But if those visitors just arrive, browse for a minute and then leave much of that time, money and effort is wasted.
If you are getting good traffic to your site but you are not meeting your conversion goals more traffic generation is no longer the answer, optimizing your conversion funnel is.
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