Conversion Rate Optimization & A/B testing

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There is an issue with CRO (Conversion Rate Optimization): It looks simple. The vast majority of us with some experience working on the web can investigate a site and rapidly discover issues that may keep somebody from changing over into a client. There are a couple of such issues that are very normal:
1)      An absence of client surveys
2)      An absence of trust/security signals
3)      Bad communication of product selling points
In Digital Marketing, Conversion Optimization is a system for increasing the percentage of visitors to a website that convert into customers. They will take any desired action on a webpage. Conversion Rate Optimization commonly referred to as CRO. We can say that CRO means figuring out what users are looking for when they arrive at your site and then giving that to them.
CRO takes many different forms, based on KPI (Key Performance Indicators) you are trying to improve. Sometimes its involves making your call to action placing on a heavy traffic page. At some other              times CRO means removing or relocating complicated, unnecessary & time-consuming steps from your conversion funnel.
Why CRO is important & why you should care about it?
There are few reasons why you should care about CRO.
1)      You are paying high for traffic to your site in one way or another, and high conversion rate means a better return on that investment.
2)      To convert a higher percentage of visitors you already have is much more cost-effective than to attract more visitors.
3)      It actually defends against limited patience of visitors.

It’s vital to stay the main focus on optimizing to seek out additional customers who can love your product and assist you grow by spreading the word. Everything else could be a waste of time and resources.
The Conversion Rate Optimization Process
The main process of CRO includes following stages:
1)      Discovery
2)      Experiments
3)      Review

1)      Discovery
This entire stage is about data gathering that you need to inform your testing. This can take time. This is very important stage and if done correctly, you can save a lot of heartache further down the process.


Step 1: Data Gathering
There are three areas from which you can collect data.
·         The Company
·         The Website
·         The Customers

 The Company:
This is the company / website that you're working for. There is a bunch of information you can gather from them which will help inform your tests.
1)      Why does the company exist?
2)      What are the goals of the company?
3)      What are the unique selling propositions of the company?
4)      What are the common objections?
The Website:
Here our main focus should be on the website itself and what data we can gather to inform our experiments.
The customers:
This is the most interesting area to gather data from and have the most impact. Here we are gathering information directly from customers through number of methods.
Step 2: List hypothesis
Presently we have to make the progression from information gathering to delineating what we might need to test. Without acknowledging it, many individuals will hop straight to this progression of the procedure and simply begin testing what feels right. By doing all the work we sketched out in stage 1, whatever remains of the procedure ought to be significantly more educated. Posting the accompanying inquiries should enable you to wind up with a rundown of things to test that are moved down by genuine information and understanding.
1)      What are we testing?
2)      Who are we testing?
3)      Where we testing?
 Goals of the discovery phase:
1)      You have gathered data from customers, the website, and the company
2)      You have used this data to form a hypothesis on what to test
3)      You have identified who you're targeting with this test and what pages it applies to
4)      You have checked that tracking code is set up correctly on those pages

2)      Experiments
This is the stage where we start testing.

Step 3: Wireframe test designs
This step is depending on your specific circumstances. It is not necessary for you to do wire-framing! But if you do that you can double check that they are in line with step 1 and step 2 above. When you are going through this step here are few questions you should ask to yourself.
1)      Are the changes directly testing my hypothesis?
2)      Are the changes keeping the design on-brand?
3)      Are the changes technically doable?

Step 4: Implement Design
If your design is more complex, the more work you need to put the design live. You should test your design across different platforms before putting it live because visual elements change dramatically.
Goals of the experiments phase:
1)      Test variations are live and getting traffic
2)      Cross-browser testing is complete
3)      Design has been signed off by client / stakeholders if applicable
4)      Correct customer segments / traffic allocation has been set

3)      Review
This is the stage where It’s time to see if our work paid off or not.

Step 5: Was the hypothesis correct?
you should ask yourself following questions in this stage to know whether your work paid off or not.
1)      Was statistical significance reached?
2)      Was the hypothesis correct?

When hypothesis is not correct
This situation will surely occur but most conversion rate experts do not talk about their failed tests. But the important thing is that not to give up and make sure that you have learned something from each and every stage and process. Ensure you've monitoring every one of the information you've assembled from failed tests so you have a log of all tests which you can allude back to later on.
Goals of the review stage:
1)      Know whether a hypothesis was correct or not
2)      If it was correct, roll out widely
3)      If it wasn't correct, what did we learn?
4)      On to the next test!

That is about it! Conversion Rate Optimization to be a continuous procedure on the grounds that there are dependably things that can be enhanced over your business. Search for the chances to test everything, take after a decent procedure and you can have a major effect to all that really matters.
Author Bio:
This article is a contribution of Nishva Gandhi, SEO Analyst and Content Writer at Skyindya Technologies, One of the leading Software Development Company in India which provides services like Digital Marketing, Web Design And Development, Mobile App Development. A Writer by day and reader by night. Apart from this she is also Web Designer.









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