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Conversion rate improvements of 45%
Conversion rate improvement (CRO) – increase in conversion has become a real focus for many organizations now and is another area that small businesses often ignore much to their detriment. You should always be aiming to improve conversion on your site with the aim of trying to do as much as possible to get your customers to ultimately convert.
With this retailer there was no focus on improving conversion rate. I set up Google Funnels to identify where we could look at testing the gaps in the process where customers were perhaps getting confused. Google Analytics showed a few areas where I thought we could look at testing – I then set up various tests sending an even split of traffic to one server and 50% to another server (with a slightly different checkout).
We would run test for a defined period and asses the results of the tests with the version of the site which showed the better performance being the one which we would then rollout. A series of these tests resulted in conversion rate improving over 6 months from an average of 4.4 % to 6.1%.
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