Daniel Dulake: Conversion Optimization

December 10, 2019

Daniel Dulake Shares Effective Ways to Increase your Conversion Rate

Welcome to Daniel Dulake's blog. Daniel Dulake helps the business become more successful online through creative web design and quality online marketing campaigns. 

What Is CRO (Conversion Rate Optimization)? 
Daniel Dulake

Typically the CRO process involves analyzing data, testing theories on how to improve conversion, and then analyzing the results. Below are three formulas to help you figure out how to tackle CRO at your company, and what goals to set:
  1. New revenue goal ÷ average sales price = # of new customers
  2. # of new customers ÷ lead-to-customer close rate % = lead goal
  3. Leads generated ÷ website traffic X100 = % conversion rate

6 things every business should do before starting the conversion rate optimization process.

1. Basic Website Maintenance

Before getting started on conversion rate optimization you should do some basic website maintenance to ensure you are meeting best practices. Check for the following:
  • Malware/security issues
  • Console errors / code errors
  • 4xx pages
  • Forms and links working correctly
  • Website speed/performance checks
Any of the above can interfere with testing and results that are crucial to CRO. 

2. Analyze Your Funnel

Do you have a good understanding of your marketing/sales funnel? If you have not done a funnel analysis yet, you should do one before starting your conversion rate optimization campaign. A quick and easy way to visualize this is to use a funnel visualization tool to display the drop-off rate and conversion rates of your top pages.

3. Setup Detailed Event Tracking

We recommend setting up some of the below tracking at least a month before your CRO campaign.
  • Event Tracking: Setting up Event Tracking in Google Analytics will allow you to track very specific events like scroll depth, video plays, and download clicks.
  • Channel Groupings & Segments: This can be crucial in determining the effectiveness of your campaigns and can also be useful in identifying outliers and anomalies.
  • Heatmap & Session Recordings: Heatmap tracking and session recordings are the backbones of most conversion rate optimization campaigns. 

4.  Gather Data

Depending on how long you have had your tracking setup it’s important to spend a month or two just gathering data. More data will give you a better baseline for your testing otherwise outside variables could be helping or hurting your testing without you realizing it.

5.  Quarterly Growth Objectives

When creating quarterly growth objectives try to prioritize them based on ICE
  • Potential Impact
  • Confidence of success
  • Energy to Implement
  • This will set your team up to tackle the easiest high impact items that affect your conversions.

6.  Choose Your Tools

A good A/B testing tool is at the heart of every conversion rate optimization campaign and there are a lot of choices out there. Figuring out the right tool for your business will depend on your team, how your website is built and how agile you need to be. 

Check back for more!

Daniel Dulake is the founder of Web Digital. Daniel Dulake's goal is to provide customers with the means to effectively present and market themselves online successfully. Get to know more about Daniel Dulake here. Alternatively, you can also follow Daniel Dulake Flickr page here and read Daniel Dulake's news here. 

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