At Be API, Antoine and I often repeat to our customers that user paths, storytelling and conversion elements are not engraved in marble. They must be analysed, challenged and optimized in the light of the data collected. We're talking about the principle ofcontinuous improvement of user experience.
Indeed, to increase the number of conversions, marketing efforts tend to focus on the notion of multiplication of traffic acquisition channels and the increase in the volume of visits (and this is very good)! And if we took the problem differently by asking ourselves how to have more equal traffic conversions?
That's where the CRO intervenes!
The CRO (Conversion Rate Optimization) consists of: maximize transformation lead visits, improving the various key steps of the user journey and navigation elements through Data analysis.
How to succeed in its CRO strategy?
The success of a continuous improvement of the user experience is based on 5 essential elements:
1. Define key performance indicators
This is the first step, a crucial step, the definition of precise and relevant KPIs.
These indicators differ according to the typology of your site, the conversion elements present and the nature of leads expected, however, most sites can rely on:
- The number of users
- Conversion rates by type of landing page
- Dropout/out rates on the final pages of a conversion tunnel
- User engagement data: rebound rate, average session duration and page views per session
The collection of these data provides the basis for an initial analysis and for defining reference points to measure the impact of the optimization actions carried out.
2. Collect reliable and qualitative analytical data
Data collection is reliable necessary for success of a CRO approach.
In order to provide a comprehensive and relevant analysis, a variety of information is needed:
- User behavioral flows
- Performance of conversion tunnels
- Traffic acquisition channels and their respective weight in terms of conversion
- Etc.
This allows for a fine segmentation of each data.
To achieve this, different tools exist: Google Analytics, AT Internet or Matomo.
With the advent of the GDPR and the consent rates that decrease the share of data collected, we recommend using a tool such as Matomo which may benefit from a exemption from consent if they are configured in accordance with CNIL specifications.
3. Using a tool dedicated to behavioral analysis
As part of a CRO approach, the data provided by Google Analytics for example does not allow you to enter in detail the performance or deceptive elements on a page. This is where tools like Hotjar or Clarity Come into play.
Indeed, these tools offer many very interesting features such as:
- Heat cards to identify scroll rates, most clicked elements or mouse movements on a particular page or on a set of several pages with the same template
- Replaying sessions, a very interesting feature, especially if it concerns a segment of users called "frustrated" to identify problematic elements
- And full of other indicators like Quick Backs or Dead Clicks (repeated clicks on items that are not clickable)
This data will be cross-referenced with the elements collected from the traditional web analysis tools to draw clear and clear lessons on potential obstacles to conversions and begin to pose challenges for the future. optimisation assumptions.
4. Develop a testing tool
It is not uncommon to leave the analysis phase with several optimization scenarios that need to be validated (or not) through the upstream defined KPIs. And for this, we should be able to test them all under similar conditions with the same quantity and quality of traffic.
This is where the tools d的A/B testing intervene. They allow to add layers of customization of the elements of the page (CTA, visuals, marketing hooks) without generating heavy developments while having the possibility to target audience segments (mobinauts, users from search engines, users already clients, etc.).
Several solutions exist on the market, Google Optimize, A/B Tasty or Nelio AB Testing (a solution dedicated to the A/B testing for WordPress). The choice of solution depends on the nature/complexity of the tests to be performed.
5. Try, Learn, Repeat
Following the first four steps, you are sure to have a methodical approach to the CRO but this is just a first (great) step.
Indeed, as testing for variations and analysis of data, improvements and optimisation scenarios emerge.
Ideally, you should help with a Kanban board like Trello to list all these ideas, position them in time and deploy them as you adjust them to your previous learnings. You want to start? We're here to help you! Contact us on the chat or via the contact form of our website https://beapi.fr/ 😉
Illustration by Oleg Shcherba From Ouch!
