While brands spend large amounts on generating website traffic, the final result is often much less than expected. Small friction points present at the time of model will limit the performance of the website and reduce the efficiency and money a brand has spent to acquire traffic. Instead of consistently attempting to get more clicks, intelligent growth focuses on optimising the performance of websites that already have some traffic. A CRO agency assists brands in unlocking value from their current traffic through refining their user journeys and their messaging.
The Problem with Relying Only on Traffic GrowthTraffic acquisition costs have risen dramatically on both paid and organic channels. With increasing competition for the same audiences, their attention span is lower than ever before. Therefore, adding additional traffic will not always guarantee that you will see additional conversions. Many existing sites are experiencing high challenges with bounce rates, value proposition and funnel breaks. As a matter of fact, focusing solely on volume results in diminishing returns. By improving the site’s efficiency, you will receive even higher performance each time you get someone to visit your site. Therefore, in order to increase growth, a company would rather optimise their site experience than focus on those short-term spikes in traffic rates. How a CRO Agency Identifies Conversion BarriersOptimising for success starts with diagnosis. A CRO team will first analyse quantitative data to establish statistical drop-offs and areas of hesitation for a visitor before purchasing. Additionally, a CRO team will gather qualitative data through heatmaps and session recording, along with feedback from customers. They use these bits of data to determine the optimisation needs of a website. They also provide insight into how to further analyse the type of friction that currently limits the performance of that website. Research allows brands to replace assumptions about why customers abandon their site with real data by monitoring actual behaviours. This creates clear insights for brands to prioritise their optimisation efforts effectively. By knowing the intent, motivation and pain points of the user, brands can optimise their site for the impactful changes. Increasing Revenue from the Current Visitor BaseOptimisation multiplies the value of existing visitors and offers you greater revenue generation. Increasing conversion rates generates more revenue without having to increase user acquisition marketing expenses. The effectiveness of paid media advertising depends on the effectiveness of landing pages. Organic website traffic generates more value if the visitors’ journeys through the site have been optimally executed. Focusing on high-intent landing pages generally results in improved returns relatively quickly. Over time, optimising allows for increased average order value, lead quality, and lifetime value of leads. Therefore, with a focus on increasing revenue, optimisation can be thought of as an engine for growth, rather than as a function of support. Aligning CRO with Business Goals and KPIsIn order to be effective, the optimisation must also be aligned with the broader objectives of the organisation. Testing must be done in alignment with the goals of the organisation. This includes: revenue generation from increased sales, lead volume, and retention of existing customers. Accurate and clearly defined KPIs will provide the foundation for optimising effectiveness. Moreover, collaboration between the marketing, product, and design teams will provide you with the best outcome. Sharing data, when possible, will reduce the number of silos in the organisation while increasing alignment between teams. All of these structural alignments will ensure that the optimisation effort produces the desired and measurable outcome for the entire organisation. Data-Driven Experimentation That Improves ResultsOnce you define an insight, teams create a testable hypothesis, such as a change to the design with a measurable outcome. The method used to evaluate changes in A/B tests is experimentation. These types of experiments allow you to determine the true meaning of any given event by limiting the risk factor and comparing the results of the various test conditions against a baseline condition. The incremental increase in sales generated from a minor lift in a specific location will accumulate as sales increase. Because A/B tests evaluate real users, you will receive unbiased results. It is also essential to maintain transparency throughout the process, as that allows you to understand how and why changes work, fail, and change your outcome. Over time, this evidence-based system will result in you developing confidence and predictability. Therefore, through discipline and these experimentation processes, a CRO agency provides a significant competitive advantage through its agency model. Smarter Growth Without Chasing More TrafficBusinesses can, therefore, achieve growth without increasing traffic if they provide visitors with better experiences once they arrive at their websites. By leveraging research, UX improvements and experimenting rigorously, a CRO agency is able to provide a structured method for optimising a business’s website. Converted, with its CRO experimentation on 25 base elements of conversion, gives you the best solution to be profitable online. Therefore, to smartly produce more revenue from existing visitors, get in touch with the best CRO team. |
