If this article caught your attention, there is a huge possibility – you must have witnessed a plateau with your conversion rates. It happens with all of us, after all there is a limit to the amount of tweaks and changes we can keep making to a landing page or to the conversion funnel, Right? Well, not really – optimization of UI & UX, Content & Conversion funnel is not a one time process, it takes patience – years & years of experiments & there is never an end to it.
There is a Ticketing Portal out there, with a conversion rate of 28% (which is 7x the industry average). It took them 3.5 years to reach there. Their fundamentals were simple – they ran 2 A/B testing experiments every week & kept on improving.
Why is it that in the age of Information only a handful of organizations have success with Conversion Rates? Why is it that agencies always come up with a recommendation to increase spends in order to in order to get more leads?
Why best of the marketers with years of experience still use their killer instinct to drive their campaigns – very few use data points & consumer insights when planning for their next big campaign.
It is because of the metrics that many organizations keep themselves restricted to, Analytics is always used as a platform to measure – Visits, Unique Visits, Page views, Bounce Rates, Goals, Conversion Rates, CPLs & all the possible terms coined by Google.
The point is, all of this is Data, this will sure tell you how your last campaign performed – what it won’t tell you is – how to make it better?
So what is it that organizations must look at?
1. It starts with looking at data in a multidimensional model.
You can only derive value out of data when you map it with another set of data.
For e.g. You know 50 out of 300 users filled in the lead form, but when you know that most of those who filled in the lead form used an apple device – you will then be able to market better.
Map these metrics with your converted & non-converted users : Bounce Rate, Site Speed, Pages Per Visit, Sessions, Users, Pageviews, Repeat Visitors, Goal Conversions, Conversion Rate, Session Duration, Days Since Last Interaction
2. Break Things Up & Join the DOTS.
If you know that your avg. Bounce Rate is 40%, not all of your traffic bring the visitors with same intent & hence it would make sense if you segment them based on the traffic source.
Similarly all of your users who come from different parts of the country or use different browsers or have different types of monitors – will behave different from each other. When you segment this data, you will get to know, your website was probably not working well in latest version of Google Chrome.
Parameters to consider :
Traffic Sources, Browsers, Geo Locations, Screen Resolutions, Device Types.
Consider Mapping These With :
Changes in Form Elements
Changes in Supporting Description / Sales Copy Variation
Changes in Form Design
Content/Form Placement Changes
New Wire-frames
Form Fields
Other Supporting Elements i.e. Testimonials, Trust Seal etc.
3. Visualize funnels :
Conversions can happen from any page, through any source of traffic & from most unexpected places on the website & your potential customers might feel uncomfortable with that one small compulsory field on your page – which is asking them “How did you find us?In the age of Omniture & Analytics, why do you still want to know how the user came to your website? Funnels will help you understand, what is that exact one blind-spot that is stopping your customer from filling in the lead form.
Use these ideas to create your perfect mix of KPI & Metrics for success. If you get stuck somewhere – we are just a call away. 😉
Happy Analyzing 🙂
