1. Set up
funnels
Find out where people don’t convert by using tools such as
analyse the point at which users enter
your site until
the point they
exit and
identify the
missing
links
Track phone
calls with
2. analytics
build up a profile on what’s happening on the
site by using tools such as :
Analyse your forms, click 
density and user behaviour
3. barriers
Find out why people don’t
convert by using tools like :
Set up page level and on-exit
surveys. Resolve problems
early with live chat
4. go offline
- Speak to sales staff to discover their thoughts and any
potential barriers they face when they sell and use the site - Become a secret shopper – create scenarios i.e. rude
customer vs. extremely polite vs. technically challenging
- test how your staff deal with it - Speak to your customer service staff in order
to find out the common problems users have
5%
in retention =25 to 85%
in profitabilitygadget tips!
- 1. You only need to ask 1 survey question
- 2. Open ended questions allow users
to really express their opinions - 3. Ask if they would like their responses
to be followed up. Acquire their email
address and solve any problems
5. Prospect for missing links
- Gather expert reviews about your products
- Build a community, create a platform for gamification
- Create referral programs like refer a friend and email
a friend - Collect media mentions i.e. featured in magazines, newspapers, expert writer’s mentions/comments on your brand
- Exploit testimonials and customer reviews about your products and site
1 in 4
people use online reviews
before paying for a service
6. Strengthen AOV
increase your aov by:
- Using effective promotions, gifts, samples, free trials, competitions, sales & offers
- Creating bundles and saving packs to give the customer value
- Rewarding customers with loyalty
cards and effective rewards systems
8. testing
“One accurate measurement is worth more than a thousand expert opinions” - Admiral Grace Hopper
We agree with the Admiral, test your designs with
tools such as :
There’s loads of split testing and multivariate software but your tests will only be as good as the ideas you put into them
7. Wireframe the solutions
Create visual mock-ups with
tools such as :
List and prioritise the main conversion killers and derive solutions on how to
fix it and increase conversion
44%
of companies use split testing
software, it should be 100%
gadget tips
- 1. Don’t test too many things, have a clear hypothesis
-
2.
Attach CrazyEgg or ClickTale on the variations to monitor the difference in click density
and interaction. If you’re optimising a form ClickTale can be great at showing you the
difference between the original and test - 3. Run a page level survey on the variations and ask the same question and monitor the difference
- 4. Test your variation in multiple browsers and versions
-
5.
Test your designs across different phone types. Mobile Moxie is a great tool for
testing across different phone types
9. review
Analyse the test results, structure follow up tests to build on success or failure
Try applying winning test candidates to other pages on the site or even other media channels such as magazine, brochure ware
REPEAT
THE PROCESS
Green buttons convert better than red ones
Desaturate your logo colours to improve conversion rate
Have an arrow next
to your call to action will increase
your conversions
Short pages convert
better than
long pages
Pinks don’t
work on the
web when
defining shades
A British Flag
in your logo
acquires more
leads
"Let’s not do any a/b
multivariate testing.
I think we should
launch it live and see
what happens..."
if you follow best practices and avoid testing then please turn yourself in. If it doesn’t work here’s why…
CRO FAIL!
If people don’t trust
your site then changing the colour of your buttons is like waiting for your cat to bark
