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Conversion Optimisation

CONVERSION OPTIMISATION

Has your site got viewers? Great. Do you know what they’re doing? Is your site converting as much as it should be? If you haven’t given this much thought then we would wager a guess and say that it’s not. You need to know these things to get ahead of the pack, so let’s talk about what makes Dilate’s conversion services remarkable.

At Dilate, we take a scientific approach to conversion. We can assist you to turn your pages into shotguns for new leads, with a number of tools. We’ll test with Heatmapping, A/B Split Testing, Call Tracking and Click Percentage Tracking via Google Analytics, and we’ll show you how to do all this too.

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WHAT IS IT?

It’s all about enticement – getting more from your current web traffic or users. Sending traffic to your site is only half the battle, traffic can be expensive especially if you are using paid channels like Google Adwords. Conversion optimisation ensures you get more conversions (leads/sales) from your existing traffic.

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WHO IS IT FOR?

If you have a website – you! It’s for anyone who wants to to ensure they are getting the most from their websites. Remember conversion is only just beginning to be widely adopted by businesses. So you’re not getting in to the game late! On the contrary, now is the best time to put your hand up for a little conversion collaboration.

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HOW DO WE DO IT?

It’s no mystery – we use software and tools to test everything! These tools are used to ensure that your website’s design and functionality are converting your site visits into customers at the highest possible rate. Some of the features of these tools include A/B Split Testing, Cross Browser Testing, Heat Mapping and more!

CONVERSION IS KING, FIND OUT WHY!

CONVERSION RATE OPTIMISATION

Although it’s great when your site has visitors, if you don’t know what these visitors are doing, chances are you are not converting as much as it could be. Many business owners give little thought to their conversion rates but by failing to consider conversion rate optimisation, you could be missing out on valuable sales and business.

CONVERSION RATE OPTIMISATION CAN HELP YOU LEAD THE PACK

Your conversion rate data is the key to knowing how to get ahead of the pack. However, when you are bombarded with data, it can be a little overwhelming. Fortunately, a conversion rate optimisation consultant has the skills and knowledge to interpret this data and implement changes to boost your business. After all, it doesn’t matter how many visitors your site receives if they don’t convert into sales.

DILATE’S CONVERSION RATE OPTIMISATION SERVICES

So, when you are looking to choose a conversion rate optimisation consultant, why choose Dilate? At Dilate, our team of experienced specialists ensure that our conversion rate optimisation services are remarkable. We take a scientific approach to conversion rate optimisation and we can assist you to turn your webpages into new leads. Our team has expertise with a variety of tools and we’ll test with A/B split testing, Heatmapping, Click percentage tracking and call tracking via Google Analytics. Not only will our team use all these tools but we’ll also show you how to do all this, so you can keep an eye on your conversion rate yourself.

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What are CRO and ROI?

CRO means conversation rate optimisation which is a system for increasing the number of visitors who turn into customers. ROI, or return on investment, is closely linked to CRO as it tells you where your money is going in your digital marketing strategy. ROI can be measured through tracking a number of metrics to make sure you’re getting your money’s worth out of your campaign.

Learning about CRO

The basic premise of CRO is to find out what’s stopping visitors from staying on your website and converting into customers and then coming up with solutions to these barriers. To find out what the issues are, analytics are used to find out where your website is losing customers. The classic conversation funnel referred to with CRO is the visitor discovering your product or service, the visitor realising that they need what your business is offering, the visitor considering whether they will take the next step and then finally conversion into a sale or other desired action. CRO is all about funnel optimisation where the emphasis is on the user experience and decreasing any doubts or indecision.

The method for CRO will depend on the type of service or product you provide and the specifics of your website. However, much of the focus is on the user experience and analysing where your website is losing traffic. Reasons for losing traffic could be technical issues such as slow uploads or unnecessary steps to complete a conversion, your website having too much or too little information, unclear calls to action so visitors aren’t sure what they’re meant to do, a lack of photos displaying your product or service and lack of testimonials or proof of quality. Once the analysis has been conducted, steps can be taken to overcome any barriers such as making your website more streamlined or improving your content.

Landing page optimisation

 

Landing pages are the first impression of your website that visitors have and you want to make it count. From poorly written headlines and lack of clear keywords to cluttered pages and too much babble, there are lots of mistake businesses can make on their landing pages. Landing page optimisation means improving your landing pages to increase the chances of visitors engaging into your website and converting into customers. To do this, issues with your landing pages are identified and addressed so you’re not wasting money on aspects of your landing pages which simply don’t work.

Reducing your bounce rate and exit rate

 

Bounce rates and exit rates will be part of the analysis within your CRO and reducing these rates can lead to greater engagement and more conversions. Exit rate is the percentage of visitors who leave your website from a specific page and this has to be beyond the original landing page or home page. Bounce rate is the percentage of visitors who leave your website from the landing page they originally came in on – this means they haven’t engaged with your website beyond the first page they looked at. Analytics will reflect these percentages clearly so you can see how many visitors are staying and how long they’re staying for. While a high bounce rate is never good as it shows minimal engagement, exit rates need to be looked at more closely. For example, you could find that people are exiting after reading a lengthy piece of content on your website which means they’re engaging with your website. However, if they’re exiting halfway through the checkout, that’s not a good sign.

Some of the factors that can improve your bounce rate and exit rate is to making sure your website is attractive and easy to use, having clear calls to action so visitors know what they should do next, checking that your website meets visitor expectation based on the keywords they used to find you, and making sure your content is engaging.

Let Dilate improve your conversion rate

 

CRO can be complicated and there’s a lot of metric tracking and analysis which needs to take place to make sure the correct steps are being taken to convert as many visitors as possible into customers. To optimise your website, Dilate can develop a robust CRO strategy to ensure strong ROI so you’re money isn’t being wasted in the wrong areas. A good CRO strategy means that you have more customers for your product or service and we’ll use our extensive experience to identify problem areas on your website as well as developing a comprehensive plan for improvements.

For more information about how Dilate can help with your conversion rate, speak to us today.

Take The Time to Develop Your Strategy

Before you embark on a campaign to improve your CRO, you need to take the time to consider what you want to achieve. Do some analysis of your website before you begin to check your bounce rate (the percentage of visitors leaving your website after only viewing one page), your cart abandonment statistics (how many visitors are going to the checkout but leaving without purchase) and the time visitors are actually spending on the website. This will be a good starting point for areas for improvement and means you have a baseline to improve on.

Remember, Conversion Rate Optimisation isn’t just about sales. It relates to anything that’s measurable such as email newsletter sign up, subscriptions or downloads so include these aspects of your business website into your strategy if applicable.

Don’t Be Afraid to Experiment

You’ve developed a strategy for your business for CRO and you’re ready to move forward only to be disappointed that you’re not getting the results you expected. Although it can take time for a strategy to take effect, remember that your digital marketing campaign isn’t set in stone and you can make changes along the way – digital marketing is part of an ever changing online landscape so you need to be flexible. If the tracking is showing that improvements could still be made, adjust your strategy as necessary.

The Role of User Feedback and Google Analytics

To ensure you’re seeing the Conversion Rate Optimisation you expected, you need to rely on a combination of analytics and user feedback. There are a number of ways you can get user feedback including email surveys, feedback buttons when a visitor leaves your website and reviews of your product.

For the analytics side of CRO, Google Analytics is an essential tool for gathering data to see whether your business website is making improvements. Through Google Analytics, you can run a number of different metrics to test the effectiveness of your current campaign and whether there have been improvements in your conversion rates.

Testing Through Google Analytics

The great thing about Google Analytics is that you have concrete data showing the effectiveness of your digital marketing campaign. Below are just some of the tests which can be carried out via Google Analytics.

A/B split testing – This test involves developing two versions of the same website for your business and then seeing which one performs better.

Heat mapping – A heat map is a data visualisation tool which allows you to analyse the user experience and easily see which parts of the website they’re spending more time on.

Click-through rates – Testing your click-through rates show you how many visitors are coming through a third party, such as a search engine, email or a link, so you know which strategy is most effective.

Call tracking – Your website can be set up so you can track how effectively your ads or website lead to a phone call to your business.

Speak to a Digital Marketing Specialist

Developing a digital marketing strategy around your CRO can be time consuming and Google Analytics can be overwhelming if you’ve never used it before. To get things of the ground, many businesses use a digital marketing specialist to assist with the development of an appropriate strategy and to show you how you can use tracking to keep on top of your CRO.

To find out more about how Dilate Digital can help with CRO for your business, contact us today and we’d be happy to help.

A/B SPLIT TESTING

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A/B Split Testing is the new cool kid on the block. What’s so cool about it?

Simple. It’s a rare occasion that you sit down with your business partners and all agree on a single strategy (even here at Dilate!). One partner thinks you should go left and the other thinks you should go right. Ultimately, it doesn’t matter what they think.

It only matters what the customer thinks...

This is why A/B Testing is the Bees Neez (fantastic beer). A/B Testing allows you to essentially put your ideas in a cage and battle it out – the idea that performs the best wins. This ensures that your not choosing the ideas that sounds the best- but the idea that is going to generate the most profits.

How about we give you an example:
Say you wanted to try and sell more products by offering free shipping but your business partner wanted to give 20% off for the holiday season? With Dilates sophisticated software you can test both ideas side by side and analyse your results! You might find that customers actually prefer not having to pay for shipping even though they could potentially get more off with the big discount!

ROI PHONE TRACKING

Does your business accrue a lot of profit from sales calls? Keep reading.

Let’s assume you want to set a strategy in place for your sales calls. How do you know if they’re effective at bringing you leads? Do you manually count the number of leads? Manually count how many calls have to be made to gain a sale? Come up with a complex mathematic formula that you apply with a calculator for every call?

That sounds just a touch time consuming to us...

One of things we hate most at Dilate is spending time doing things that we can get our computers to do for us.

That’s why we have developed an awesome Call Monitoring and Call Analytics software that is specifically designed to optimise businesses’ marketing performance, boost profits and basically reduce your (already massive we’re sure) workload.

So what does it do?

We can map all of your incoming calls to your different marketing strategies so you can track different strategies at the same time. The way it works is pretty nifty (well we think so):

We give you a unique 1300 or 1800 number for each of your different strategies so that you can track the success rate of different campaigns! Then we track all inbound calls so you can monitor the entire process!

Wow that sounds so awesome… Ok, that’s what we hope you’re saying (but really it is).

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