Digital Media Marketing: The Conversion Rate Optimisation Project Plan
“Every aspect of marketing is entirely useless unless it produces conversions.” — Jeremy Smith
Conversion Rate Optimisation (CRO) is an indispensable part of any business’s digital media marketing strategy. Not only is it applicable to eCommerce websites, but it is also pertinent to any website that has the potential to drive customers to purchase a company’s products or services, irrespective of whether the business has an online or brick and mortar store.
Furthermore, it is important to note that the realm of marketing is fluid and ever changing. The rise of the Internet, social media, as well as online marketing, has led to new marketing innovations occurring much quicker than they usually would during the traditional marketing era.
The principles of CRO aren’t new concepts. Historically businesses have always worked at the speed at which they sell their products. The only difference is the advent of digital marketing which has changed the face of the way companies market their products.
Conversion Rate Optimisation
CRO is not only relevant for companies whose core business consists of an eCommerce website. It is vital that every business website should have a definite conversion rate strategy as part of their overall marketing approach.
The CRO project plan
For the sake of this article, let’s assume that you own an online business and sales are down. The first port of call is to determine why your sales figures are not looking as rosy as you anticipated. Additionally, you need to make a plan to increase the number of sales that your eCommerce site is delivering. How do you proceed?
Fortunately, the art and science of CRO consists of clear cut activities which should be actioned according to a pre-defined plan. You will not achieve the desired results if you jump randomly between the activities.
Determine your target audience or ideal persona
It is vital that you work out the characteristics of your website’s ideal persona. In essence, a buyer persona helps you break down the complex nature of a consumer so that you gain an insight into her life; thus, helping you to with your decision-making process. Personas are important to CRO as they influence our website design, the content we create, and what Search Engine Optimisation (SEO) keywords we target.
Take your persona on a journey through your eCommerce shopping process
The next step is to work out how your buyer persona will browse around your website, choose what to purchase, and finally go through the checkout and payment processes. If you have defined her persona adequately, you will be able to work out what she will do on your website.
For example, if your buyer is an avid shopper who makes use of range-ending sales, it is reasonable to assume that once she is on your website’s home page, she will navigate to the page where all the items on sale are listed.
A/B testing or multivariate testing
A/B testing is an effective way of determining which version of a web page your target audience prefers. You develop two versions of the same web page and ask your target audience which one they prefer and which once will cause them to purchase products on your site.
A/B testing realistically changes one thing at a time on your web page. If your conversion rates increase due to the one change, it is easy to assume that it’s this change that has made the difference. However, this is not always the case. Therefore, you need to add multivariate testing to your project plan.
In essence, multivariate testing changes more than one variable or element on a web page and offers different combinations to your target audience. For example, you might alter the layout of the products on the page and increase the quality of your product’s photos in a multivariate test.
CRO is not a once-off project. Your target audience’s interests and tastes will change. Marketing trends will also change. Therefore, Conversion Rate Optimisation is a continual process. You need to keep track of both new marketing trends and your current conversion rates to keep your sales figures climbing and your business growing.