Conversion rate optimization framework that you need to know

Building your conversion rate framework let you understand your customer in more meaningful ways observing their behavior knowing which part of your product that causing more drop-outs looking for how user interacts with each part of it if it Ecommerce, SaaS and gaming platform.

Really enjoying listening to the CXL founder and conversion rate optimization guru Peep Laja love how he demonstrate this topic in the growth marketing mini-degree. Today I will explain what you need to know about conversion rate Optimization.

1. Data research model

When you start optimizing your website you can not run or make anything without data. Data is the hart of the conversion rate optimization process but how much data or what kind of data that you really need to help your business achieving your goals. So we need the right amount of data that will lead to more conversion or any goal that you’re planning to achieve digging into what user do in your product will not just lead to more sales or conversion it will also lead to much more understanding of user behavior that may uncover new product idea or new growth channel which in return more money and growth. Don’t use you gut filling in your data collection process because that will screwing a lot of things up. Our takeaways here is it’s not about how much data you have instead focus on the kind of that matter more to your business.

2. Conducting a Huerstic analysis.

CON pillars…..

This process demands going through your website addressing the key elements that effecting your product growth in terms of conversion rate optimization conducting this in different devices will help you find a website technical problems

Measuring your website there is a certain factors starts from clarity — is it perfectly clear and understandable what’s being offered and how it works. Relevancy for visitors: does web page relate to what the visitor thought. Incentives to take action: Is it clear what people are getting for their money. Friction on the key pages. This includes difficult and long processes. Distracting elements on every high PRI. Buying phases and see if visitors are rushed into too big of a commitment too soon.

Clarity

When you start a new design project with a client, it’s exciting! Your first instinct may be to jump head-first into the process and start making things. But a few weeks down the road and things might change. Your client might disapprove of all the concepts, or make cuts on budget and time.

• Where am I? What is this page about?
• What can I do here?
• How is it useful to me? Why should I do it?
• Can I understand what the product / service is, and how it works (in a reasonable amount of time)?
• Are there supporting images and/or videos that help me understand it?
• Is the product information adequate / sufficiently thorough for making a decision?
• Are all important associated pieces of information clear (pricing, shipping info, warranty, return policy etc)?
• Is it clear what I have to do next ?

Relevancy

Relevancy is a key factor determining your conversion rate. If you send macho truck drivers to a knitting website, probably they amn’t going to buy much. If people are searching for ‘billing solutions’ and you’re talking about ‘accounting software’ — even when they do the same thing — there’s a disconnect that negatively impacts your conversions.

• Does the headline match the page content?
• Do call-to-action buttons match the value they’re going to get?
• Are the images on the page relevant to the content?

Friction

Friction is defined by Marketing Experiments as “a psychological resistance to a given element in the sales or sign-up process.

In other words, if your landing page is — or is simply seen or perceived to be — too overwhelming to complete, you can be sure there’s too much friction on your page. Your landing page’s sole objective is to get someone to make a purchase, offer their information, or optin — then get out of the way.

Sources of friction

• Long and complicated processes. The easier it is to do something, the more people will do it. If you have a multi-step process, inevitably some people will drop off between the steps (especially if there are too many steps). This kind of long form will put off a lot of people:
• Asking for sensitive information. The more personal you get, the less people will feel comfortable sharing. If you can, do not ask for their SSN, phone number, personal life questions.
• Slow loading pages (check Google Analytics stats for this, read speed optimization chapter). Slow sites drive people nuts, especially if they’re on their smartphone.
• Design of the website. If it looks spammy, scammy or amateur, it will turn people away.
• Obvious doubts and hesitations the page might cause (play the game “what’s wrong with this picture?”).
• Privacy and security concerns.
• Cheesy & fake stock images. They make you look fake too.
• Complicated language, jargon and hype. If you treat people like idiots and/or try to seem smarter than you are, it will backfire.
• Typos and poor spelling.
• Usability problems.
• Technical errors, cross-browser and cross-device issues.
• Low contrast between text and background colors, poor readability.

Distraction

This one’s all about identifying the elements on a page that might be distracting your visitors from the thing you want them to do, your conversion goal. If you look at these Y frames here, this is a standard, typical homepage on your website. This is a landing page. Anything in orange is an interactive element. It’s a link. It’s taking you somewhere else. On the homepage we have 25 things you can click on. The FNAF, there’s a promo slider with all the dots and the arrows. There’s some feature links and then there’s some links in the footer.

• Are there any moving, blinking elements such as banners, automatic sliders?
• Which elements on the page are NOT contributing to people taking most wanted action? How many of them could be distracting?
• What could we remove from the page without compromising its performance?
• In the checkout (conversion funnel) pages, are there navigation elements that could be removed?
• Is the top header compact, or is taking up too much valuable screen space?
• Are there visual elements of lesser importance high in the visual hierarchy?
• Is there copy that is not about the specific action we want people to take?

Motivation and Incentives

Motivation and incentives are mostly about the copy. Refer back to the copywriting materials for more information.

Buying Stages

Far too often, retailers think that consumer buying is randomized. That certain products appeal to certain customers and that a purchase either happens or it doesn’t. They approach product and service marketing in the same way, based on trial and error.