Small Business can sell more looking at conversion rate optimisation
This article is meant to provide a small guide on how to improve your leads and sales for your e-commerce, just by optimising CRO (Conversion Rate optimisation)
Conversion Rate Optimisation
When we talk about small business conversion rate optimisation we straight away think that we are facing an insurmountable task. Sometimes it is easy to think that optimising the conversion rate is somewhat complex to which we devote much time and effort and is not worthy even thinking about. In reality, CRO allows to obtain relevant data from your website to improve your conversion without spending extra money on complex analysis or marketing to attract new visitors. Sometimes the jargon and the complexities of analysis stand in our way to get a clear focus on how to improve our conversion.
To demystify the subject and have a structured approach there are 5 basic steps to build a solid conversion architecture. To explain an easy way to non-specialists I’ll try putting it as a typical conversion project, this way we’ll go through reviewing the issues detailed in the chart below;
Importance of Analysis in CRO
Can you build a house without a foundation? Trying to optimise your conversion rate without making a preliminary analysis of the current state of your business is more or less the same as building a house without a foundation, without taking into account your overall organic marketing strategy and performance. If your website does not have a solid foundation, any studies will be totally useless.
Establishing and reviewing your KPI’s
Most small business have KPI’s defined to measure every aspect of business in both marketing and global business. In most cases, their KPI’s will be oriented to measure sales level, for example; sales, leads, conversion rate, average products, etc.
I’m sure you keep this information at hand in your day to day, if not, it is a good time to start doing it. This information is vital to guide your decision making from now on, this will say that numbers are working and where you spend your budget, such as investing in your next PPC campaign.
Configuration analysis and use of Google Analytics
Today there are many online articles on how to configure Google Analytics, so I will not delve into any of them, but you should focus on relevant data and find keys to improve your conversion rate.
What tends to happen with Google Analytics is that sometimes we do not look beyond the first page of results, which is a mistake, because if we look deeper we find data that makes this platform an exceptional tool, but for simplify our analysis we will only look at five key areas.
These are the five key areas in which we must focus our analysis:
- Establishing and reviewing your goals.
- Search your traffic sources and then arrange them for conversion.
- Check your pages with more entries and then more outputs.
- Check bounce rates in its input and output pages.
- Set and study your funnels.
If you are short of time, spending 20 minutes a week to check these points will give you enough data to know where you should focus your efforts. If you need help setting up your goals and funnels you can use this tutorial.
So what do we seek? At a higher level we try to find which parts of your website work best and which parts do not work at all. For example, are more than 10% of the people in your funnel abandoning in a particular page? Are bounce rates in your top landing pages bigger or 40%? Do any of your pages have dropout rates of over 20%? What traffic sources are working well and which are not?
To take an example, in a hypothetical case, your web today has a conversion rate of just under 10% which is not bad, but performing a thorough analysis of the sales funnel we discover a major defect has caused more than 50% of your customers abandoning the purchasing circle. Solving the problem in a short time will increase your conversion by 8%, so you’ve got almost 18% conversion rate.
Analysis and research of competitors
This is another of the things that seem obvious, but small businesses never have time to do on a regular basis. Here we have to do the same thing with Google Analytics, try to leave a specific time for it during the week to perform a quick check.
All our competitors are in the same boat as us, will be doing exactly the same work that we do in order to improve their online performance and in the same way try to optimise our online marketing, so make use of such research and best practices to learn what you can from them.
Obviously I do not mean to copy them exactly when it comes to their content strategy, but spend some time and stand in customer’s situation and ask yourself honestly, if the design, the message, the layout persuades you to perform a conversion and if they do better than you in that aspect.
Search Google with some of your most relevant keywords and follow the links to the sites listed above you, this will help you analyse what others are doing and what you can do to improve your business.
Good luck, optimising your conversion rate!