Go Fish: Get 30% More Conversions through User Journey Optimisation



By Jennie Excell, SEO Manager for Resolution @OMD

Increased competition for online customer attention is driving brands to rethink their strategies from a focus on just growing the volume of visitors to a web property, to driving improvements in on site experience and conversion rates – and therefore ROI.

Onsite and conversion rate optimisation strategies improve brand performance across all channels. For paid activity, this means a reduction in the cost per action across media, and therefore a higher return on existing ad spend.

How to Multiply your ROI in Media by Focusing Beyond the Ad Click

The range of possible approaches; from usability to onsite experience optimisation through conversion rate optimisation can make such projects seem confusing.

It’s actually very simple.

We can improve our online conversion rates via the below two phased approach.

Phase one is to ensure that we are delivering the optimal on-site experience in terms of a logical information architecture, intuitive navigation and relevant content strategy.

Phase two is where we optimise towards a conversion rate KPI via running multivariate or A/B tests.

The result, for previous projects carried out by Resolution Media, is an average uplift in conversion rate of 30%.

If time and budget are tight, start small. Simple landing page tests alone can drive great results. The key is to ensure that you’re working from user behaviour data and analytics insights. So the proper tools and set up are a must.

First Focus on Usability and Simplify the Purchase Process

Most users will not walk over hot coals to buy from us. Many are sitting on the fence and unless we make the decision to purchase as effortless as possible, the decision not to purchase will always be easier.

This means ensuring that our value proposition is clear, that users have all of the information that they need when they need it, that the site is simple to navigate and that each step in the purchase process is painless.

Web Optimisation Requires a Deep Understanding of Users

Before CRO tests can be designed, we need to fully understand who our users are, the category of websites that they visit, what their pain points and key needs are. This data is not only useful for optimising onsite experience, but can be fed back into media plans to further tighten targeting.

Identify Triggers to Purchase for Each Customer Segment

Part of fully understanding our users includes mapping their journeys and identifying their triggers to conversion.

What makes a person wake up in the morning and decide to move to Australia or buy a car? What are their situational triggers? What spurs them into action? How can you integrate social with CRM data to effectively segment users in order to predict which triggers will be the most relevant for them?

Engaging users at key purchase points with targeted content is not only the responsibility of digital advertising, but also of landing page design.

Then Comes CRO: Optimising to an Action via Landing Page Testing

The decision as to which content combined in which way will trigger the highest conversion rate for each of your brand’s customer segments can only be arrived at via a scientific process of landing page testing. Through this process two or more variations of a page (A/B testing or multivariate testing respectively) can battle it out to see which one brings home the most bacon.

Test, learn, iterate.

Making it Happen

Although the initial set up for onsite and conversion rate optimisation programs isn’t necessarily a “quick win”, it is attainable – and a reality for many leading websites. Ultimately, with the right approach and tools, increasing your conversion may be easier than increasing your traffic, and will lead to a better ROI from media as a whole.

To read more about CRO as well as other trends and recommendations for 2014, request a copy of the Resolution Digital Marketing Trends Whitepaper 2014 here 

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