or action on your site, And the optimization bit is where you look at the analytics and the reporting to optimize that goal and the conversion of it.

What conversion rate optimization looks like for you and your business is different for everybody. If you have an eCommerce site, then it might be the purchase of some goods online, whereas lots of people don’t have an eCommerce sites.

So it could be the sign up for an email, it could be a download of a document. Conversion rate optimization is relative to you in your business, and you mustn’t benchmark against your peers. You look at your goals and work out what is specific to you.

Conversion rate optimization is really important, and we all need to consider it in the digital sphere that we all operate in. And it’s important because we pay a lot of money to get traffic to our website, and we focus a lot of effort and attention to get that money, that traffic to the website, and therefore we need to optimize that traffic to complete a specific goal or action.

We all know that the digital journey is not a linear process. It’s more akin to an Avenger Hunt. We have emails that are fired to us. We go through blogs, we look at news articles, we have inspiring content on Pinterest. There are so many different digital touchpoints, and we need to optimize all of those.

Therefore, it’s not one simple fix. We need to look at the traffic that’s coming into the site and how we can optimize that, as well as optimizing their user experience. To improve your CRO, you essentially first need to take stock of where you are and where your business is.

You need to look at what your Key Performance Indicators (KPI’s) are and then look at the analytics and work out how those actions are currently converting. As soon as you’ve got that, you’ve got a baseline, you’ve got something to compare against. So once you’ve identified your KPI’s and goals, you can then look at the best way to optimize these.

Now, there are lots of different ways in which you can do this, and there are lots of different tools in which you can aid you to do this. The first tool that I would suggest is AB/Test and multivariant testing. You can test out different user journeys.

You can test out different pages or emails, in fact, and you can work out what works best for you and your clients. The next element that I would look at is optimizing all of
the different touchpoints. So if you’ve got the email, you’ve got a social media channel and you’ve got your website.

Is there a way in which you can personalize all of these elements to engage the user? If you’ve got an eCommerce site. Then you can also look at abandonment analysis.

Where are the dropouts? Where are people engaging? And where are people?

Not with Google Analytics and Tag Manager, you have the tools at your fingertips in which you can analyze the dropout points of that process. And finally, what I need to stress is there’s not one simple fixed. And you do need to test review your analytics and test again. And once you understand where you are, then you’ve got a baseline to improve. For more details contact us now.