How to set conversion goals?
To make sure that all of your efforts for optimizing your online business will pay off
You must define crystal clear conversion metrics and goals.
But before that, you must have a clear understanding of Conversion goals, and Conversion metrics.
The main question you should ask yourself is this
“What’s the most important outcome that I want to achieve from optimization experiment”?
Do I want to increase Sales
Or increase traffic?
Focus on the problem statement,
And define the problem statement as clear as possible>
Is the issue with current sales, and revenue
Or the number of people whom you want to try your free product?
Or Your goal is not to address any issue at all, and you just want to scale your business
And take it to the next level
Once you’ve defined your Goals, it’s time to set the right metric.
It refers to the most accurate way that you will measure the success of your CRO experiment.
Is it the number of subscribed emails or the number of close deals?
Or is it the ratio, and increased rate in comparison to existing results?
Whatever it is, you must define it clearly
You can define an overall goal for your business,
but when it comes to optimizing your pages for higher conversion,
you must remember the golden rule of optimization:
“You Should Only Set One Goal Per Page.”
Set a Baseline and monitor your Conversion rate
Setting goals for your conversion optimization strategy is not enough,
Because if you don’t know about your business’ “Status Quo”,
then you wouldn’t be able to measure the success of your business, and your conversion optimization tests.
That’s why the first step after defining your goals is to set a baseline.
Setting a baseline helps you have accurate reference point to monitor your progress and measure it against the current status.
To set a conversion rate baseline for your business You can use two free tools from Google.
simply head to the google webmaster tools and google analytics and follow these following steps:
Essential Step in Google Search Console:
The first step is to make sure that your Sitemap is available, and has no issue.
Navigate to Search Console > Crawl > Site Maps.
Make sure your site map is submitted correctly.
If it is not available or you found some errors in it,
try resubmitting your sitemap again.
Then head to Search Console > Google Index > Index Status
To see if all of your pages are indexed,
And visible in the search engines.
If for whatever reason, you’ve found that any of your pages is not indexed,
Submit it to Google to crawl it manually,
And fetch and render it.
Don’t forget the users who visit your pages from mobile devices.
In fact, mobile visibility plays a great role in boosting your conversion rate.
To take a snapshot of your Mobile usability,
head to Search Console > Search Traffic > Mobile Usability
and capture the baseline data.
Last but not least,
You have to know how much are your content interesting to search engine visitors,
And how many times do hey choose you over your rivals
And that’s all about Click Through Rate, or CTR.
To capture the baseline of your CTR, navigate to
Search Console > Search Traffic > Search Analytics
and make sure that all options like CTR, Impressions, and clicks are selected.
Then you can capture Three different screenshot of this page by selecting pages, countries, and devices.
Necessary Steps in Google Analytics:
Apart from google search console, you need to record data from Google Analytics too.
But at first you have to ensure that there are enough data available.
So, if your website is new
Or if you have not set up your analytics yet,
Set it up and let it collect data for about 4 to 6 weeks.
and then head to Google Analytics > Reporting > Audience > Overview.
Change your setting to show you the last 30 days, and capture the screen data. You must also jot down these factors.
% New Sessions
Average Session Duration
After that, you can move to Google Analytics > Reporting >Conversions > Goals > Overview.
Capture the Goal Conversion Rate.
Don’t worry if you have not set a goal, I’ll show you how to do it later.
And finally, head to Google Analytics > Reporting > Audience > Mobile > Overview
and Capture the date which is presented in tabular format.
Having the above captured information gives you a solid ground to refer to, and measure your success rate.
You should save the data in a document, and call it the Original Baseline or “OBL”.
Explore your Customer’s persona
The easiest way to identify your customer’s persona is to use an empathy map. Simply use it to analyze your customer’s thoughts, feelings, attitude, challenges and needs in a collaborative way.
Empathy map is a great hypothetical method of gauging customer’s persona. It would be absolutely beneficial If you run instant experiments & interviews. There are plenty of free startup tools that enables you to conduct live experiment and engage customers when they visit your website.
Additional ways to collect data for CRO strategy.
User Survey is the easiest one.
The big mistake that many CRO strategists make is that
They only focus on Quantitative data
but analytics can only tell you so much about your users’ needs and behavior.
You should focus on additional ways to collect data about your visitors, and users.
In fact, you need to hear it directly from users,
And let them tell you about your concerns, and desires.
And that’s where Surveys come to the picture.
The truth is that it was the users who have gone through the conversion funnel, and get frustrated, and then decided to drop off, Not you.
SO the best way to understand why did they make such a decision is to
Engage with them through a user survey at the drop off point.
You can easily ask them open ended questions and get feedback
Or be smarter,
And collect their email address to follow-up with them and get to know more.
You can even take t one step further, and run a split test on both original version o the page, and the new one that you have designed based on your hypothesis
And see how different is the result of your experiments.
These are top 5 tools that help you Conduct an efficient user survey
Once you’ve collected the results, try to analyze them from different angels
And look for repetitive Patterns
Are you able spot words, terms,
Objections, frustration, etc
that are mentioned over and over?
If so, consolidate them under pattern category,
As it shows how significant those term are to your users.
Carefully evaluate our user’s perception about your business,
And find out how do you look like in their mind.
This way you can optimize your copy writing experiments
and enhance your titles, tag-lines, and messages to appeal to your users