CRO: The Definitive Guide to Conversion Rate Optimization 
(Part 3)

BY EHSAN JAHANDARPOUR

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.

Conversion Goals:
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.


conversion
Conversion Metrics:
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

Pro Tip:
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. 


conversion

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.
Bounce rate
% 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
Qualaroo
Survey Monkey
SurveyGizmo
PollDaddy
Hotjar

Once you’ve collected the results, try to analyze them from different angels
And look for repetitive Patterns
Are you able spot words, terms,
complains, concerns
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

Metrics

Set your metrics correctly

Tools

From Google to VWO, Use the right one

Data

Focus on Mixed method & listen to people

You may Also like to read these two guides:

Quick tips:
CRO - Quick Guide

For those who are in rush and have no time to read the definitive guide.

Go to CRO Quick Guide
Web Optimization

Everything you need to optimize your webpages and get more customers.

I want to Optimize

What if Users aren't clear about their problem?

Don’t worry,
Fortunately, today you can find a lot of user testing software
to directly observe how users interact with your site.

You can use the user testing software to find out
what’s freezing you customer’s eyes
Or what do they like to click more and more
Or even what color is more interesting to them
And to find that
You can use technologies like Heat Map to track Click Density, and user engagement. Here are four examples:

Hotjar
CrazyEgg
Inspectlet.com
Segment.com

You can also use other tools to test your hypothesis and the concepts that you are experimenting
and easily draft a test landing page version,
Or a wire frame
and get feedback regarding potential issues.

How to conduct Split Test Experiment?

conversion
Knowing what sort of data to collect, and understanding the basics of conversion rate optimization is never enough.
That’s why Once you have gathered your data, and collected enough facts,
you have to focus on conducting experiments
And find the best version of your landing page that convert more than the others.

The best strategy that help you find the best version of landing page is
Split testing, also known as A/B testing.

What is A/B testing, and why should you use it?
A/B testing is the most efficient method to find out
What marketing strategy works best for your online business.

You can test different part of you online business such as
Your widgets, and promotions
Sales copy
Landing page
Popups, and exit intent overlays
Search Ads
Organic title tags
Headlines, and Sub headlines
Contents and Text
Social Proofs and Testimonials
Call to Action text
Call to Action color, position, size, and Button
Anchors, and Links
Visuals, Gifs, Animations, Infographics, Videos, and Images
Pricing

When you plan your A/B test properly, you’ll be able to achieve
– higher conversion rate
– Better customer engagement ratio
– More Engaged Customers
– Improved User experience
and many more…

What are the best tools for A/B testing?

To conduct a successful A/B testing experiment, you need to use the right tools.
Like the other examples that I have provided in this guide, You have a choice to use the free tools, or paid tools

The first A/B testing software (or let’s call it A/B testing tool) is Google Analytics.

Google Experiments is a free service that is already included in your Google Analytics account.
Here is how to find it:
Google experiment allows you to Test a few versions of your landing page (Five to be exact)
and it’s easy to do.
At first, you must create a new version of a landing page,
And add the original page,
As well as the new version of the landing page to Google Analytics and run the test.
Let google distribute the traffic to pages, and show you the outcome in Google Content Experiments.
You can then go through the analysis, and select the best page that performs better.

conversion

Find out what matters to customers?

and what can lead you to achieve higher ROI?
Once the winner is found,
You can analyses the patterns and optimize your pages based on those patterns.
In fact, you must design your page based on Eye Magnet Shapes.
Here is an interesting finding about it.
In a research by Nielsen Norman Group, it was found that
visitors read contents and screen landing pages following the ‘F’ shape.
Yes, F for ‘four’.
That’s exactly how your visitors scan and skim your content in a few seconds.

As you see in the image, Majority of the focus is on the left side of the page,
And the most time spent on a page is at the top.
So, the best tactic to use for designing your landing pages for higher conversion is to
capture your reader’s attention by paying attention to the first two paragraphs.

You need to be strong in storytelling and intrigue your visitor with our first paragraph.

You should also consider using enough relevant visuals in your page to keep your readers engaged
Because, (as long as it hurts me to say it) today, web surfers rarely read a page completely,
let alone a page that only contains text.
I believe, at this stage you have a great idea about conversion rate optimization strategies,
And you’re probably even started to think about how to optimize your landing page.

A/B Testing

Split two similar variables (Don't complicate it)

MVT

Sometimes you need to test multi Variants too

I can only help you Grow, the rest is off the table.

Whether you are an affiliate marketer or an entrepreneur with your own product, You can win it.

There is more to it

Switch Topic Take me to Chapter 4

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