Data has been a buzzword for quite some time in the digital marketing and landscape. However, a true data driven approach involves more than flashy numbers and simple statistics. In order to harness this superpower, you need to be knowledgeable at the basics of CRO just as much as its high-level techniques and strategies.
Here’s how you can start a data driven approach for your website optimization:
Just because you’ll be data-driven doesn’t mean you should forego the other side of the equation—users. In fact, they should be even higher up your priority. Afterall, what makes up statistics and metrics are the people and their behavior behind each action.
Being user-centric means having all details of your CRO strategy—from elements used, information presented, website structure—are decided solely for the benefit of your audience. You need to ask CRO questions like what drives what drives your audience into action, what persuades them, and so on.
Tests and Even More Tests
The root of CRO’s success is in analyzing data from a variety of sources. This can be from web analytics and user testing. They give insight into how users interact with a website or app, and identify areas for improvements that can increase conversions (i.e., the percentage of users who take a desired action, such as making a purchase or filling out a form). The data can also be used to measure the impact of any changes made during the optimization process, to determine which changes are having the greatest positive impact on conversion rate.
This method can be useful for uncovering issues that may not be immediately obvious, such as:
- poor user experience
- unclear messaging
- issues with website design
Besides that, they also help in optimizing the website in a way that caters to the audience’s preferences and habits. Once data is collected, it can be processed and analyzed to extract useful insights. This is usually done by creating reports and visualizations that allow the team to see patterns and trends in the data, and then identify areas of the website that may be causing poor conversion rates.
Based on the insights, the team can then brainstorm and test different hypotheses to increase conversion rates. Finally, the team will then continuously monitor and track the results with appropriate tools to see if the hypothesis was valid or not, and optimize the site continually.
Tools Are Your Best Friends
Following our advice above, the best way you can get accurate tests to guide you through your CRO strategy is to invest in tools. Here’s a handy guide on the favorite tools and resources used by our CRO team, shared by Max, our CRO director. Peruse through the list! You don’t have to use them all, especially if you’re a beginner.
Follow these guidelines and you’d find your conversion rates improve significantly. For sky-rocket changes, don’t hesitate to reach out to our dedicated CRO team. They’ll be more than happy to walk you through these basic principles and explain how you can create even more significant results for your website.