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Conversion Rate Optimisation (CRO)

Website traffic is only valuable if it converts.
Our team uses data insights to convert more of your visitors into leads and paying customers.

Who decides what your website looks like?

Usually, it’s the highest paid person’s opinion (the HiPPO) in your company that wins out. This is frustrating when the people who should decide are your customers. 

To discover what your customers actually want, we use both qualitative and quantitative data. This powerful combination supports user experience (UX) recommendations and conversion experiments that even a HiPPO can’t ignore.  

Our tried and tested (and trusted) process for CRO aims to achieve at least a 15% improvement on your starting conversion rate over a 6 month engagement. 

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“Footprint Digital helped us improve our website conversion rate which has helped us better understand which specific messages and techniques consumers respond well to, leading them to purchase a product. I would highly recommend them.”
Rachel Balm, LIFESAVER systems

How to increase your website leads and conversions

Shockingly, the average conversion rate for a website is just 2.35% (Wordsteam 2021). There are multiple culprits for this low number – poor UX, frustrating pop-ups, bad content, a jarring user journey, irritating form fields, broken links – the list goes on and on; not to mention a lack of understanding of motivation psychology. 

SEO & Paid Search drive traffic to your website. CRO uses data and psychology to achieve incremental improvements that gradually turn more of your traffic into conversions. 

Currently, around 96% of website visits end with no consumer purchase, lead, signup or goal achieved. This percentage worsens when consumers switch to mobile devices . So, how much money could you be making online if you invested in CRO?

What is the CRO Process? 

In a nutshell, the conversion rate optimisation process starts with a lot of analysis (of both qualitative and quantitative data). We build a picture of your site’s performance, and the visitors who frequent, and convert, there. 

Through a mixture of data analysis, user psychology, design and copywriting, our team aims to improve the user experience and journey through your site from capture to conversion. That might include working on your ads and emails, as well as your landing pages and key conversion points (such as contact forms and checkouts). 

The best websites are constantly testing new things and making small changes to gradually improve their conversion rate and keep up to date with customer needs. 

As with anything worth having, the only way to achieve a sustainable improvement in your conversion rate is through hard work – including data deep dives using multiple tools, testing, experimentation, and analysis. Lucky for you – our team will do the hard work for you. 

When you work with us on CRO we will:
  • Find out as much as we can about you and your customers to build the big picture
  • Perform initial audits in the first month to set you up for CRO success (this includes a full tracking audit of your site, Google Analytics data analysis and key page heuristic analysis)
  • Use multiple tools (and good old fashioned elbow grease) to analyse and report on your website and a plethora of other things including your collateral, ad campaigns, and email workflows
  • Conduct user testing and interviews with real people (not affiliated with yourself or our agency) to understand how they interact with your website
  • Provide an analysis workbook including test videos, transcripts and projected actions for landing pages
  • Work on wireframe design for landing pages that need testing
  • Implement, run & monitor A/B or multivariate tests (including regular reporting and recommendations)

Creating a website your customers actually want to use

CRO is not about completely ripping up your current website in favour of something brand new. It’s a much less invasive (and more strategic) process where data and research is used to inform a series of multivariate tests which, ultimately, improve your conversions. Over time, we will help you turn your website into something that your customers enjoy using. 

Start the journey towards higher conversions by contacting our friendly team today. 

*Development work is not part of your ongoing package; however, we can offer developer support and recommend the right developer for you if necessary.

What we need to get started

To achieve optimum results, we’ll need a few things from you before our campaign gets started. Any data you provide will be confidential and will not be shared outside of the team working on your CRO. 

  • CMS & analytics access
  • Any existing lead and campaign data
  • Developer contact and access to budget for ad-hoc design, redirect and implementation actions
  • Access to customer reviews, emails, call transcripts, brochures, chatbot data and any other recent customer voice documentation
  • Access to (or at least copies of) any ad or email campaigns that are pushing leads
  • Permission to:
    • Set up and integrate HotJar (or similar tool)
    • Set up and run multiple A/B or Multivariate tests on your website
    • Set up and run interviews using URLs from your website
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