Conversion Rate Optimisation (CRO)

Conversion Rate Optimisation At Red Cow Media

In a brief summary, our conversion rate optimisation service helps you understand your users behaviours on your website and how they can be improved. Identifying pain points gives us the knowledge to improve the user experience, the number of users that convert, as well as helping to improve the average order value.

Using heatmapping, GA4, live user testing, competitor analysis and several other techniques, we’ll create a report designed to be implemented. While our reporting goes into technical detail, we always ensure that the analysis is easy to digest and with core feedback ready to implement.

About Us

Founded in 2013, Red Cow Media is a full service digital marketing agency focused on achieving authentic results. We create and implement marketing strategies while avoiding over reporting and jargon to improve our result rates. Working with fashion brands such as Oh Polly, Jameson Carter and many more, our portfolio stretches even wider and includes popular brands like Bupa, Odeon, and Caunce O’Hara. We have a passion for all things digital marketing and a team dedicated to both lead generation and ecommerce.

Conversion Rate Optimisation (CRO)

A common mistake by webmasters, digital marketers and business owners is to place too much emphasis on conversion rate optimisation too early in a website’s lifecycle. Priority number 1 is to get traffic to your website through a comprehensive digital marketing strategy. Only once there is a good level of traffic it is then worth moving on to look at conversion rate optimisation and seeing how to get the most out of the traffic that you’re driving.

There are two main areas when it comes to CRO, the first is looking at the type of traffic you are attracting; are the visitors qualified or irrelevant? If the wrong users are coming to the site then it doesn’t matter if your website is the smoothest, quickest and easy to use site on the planet, you still won’t get conversions. This can happen for a number of reasons, including poor targeting on PPC, or incorrectly implemented SEO. The second is looking at the journey a user takes on the site itself, how easy it is to make a purchase/enquiry, is there a fundamental issue stopping them from completing a desired action.

If you’ve investigated your traffic, you feel it is relevant, you have good traffic levels but your conversion rate is at jut 0.6% then this is a clear indicator you have an issue with your user journey. The first thing we do is investigate traffic flow, look at where people are dropping off and find out where in the journey people are leaving the site. This gives a big indication as to where the problem lies. Most commonly it either tends to be a poor checkout experience that is slow, long winded or has a fundamental fault on it, or a technical issue caused by compatibility problems with different browsers, operating systems or devices.

During the investigative process we use two useful tools to gather independent feedback:

Average Order Value (AOV)

Making sure your website is easy to navigate is essential to improving the AOV. As a digital marketing agency, we use several techniques to improve the AOV, helping users navigate to useful pages and products, as well as displaying the right affinity items next to each other.

Average Session Duration

While it’s always good to see users exploring your website for longer periods of time, titans such as Amazon have proved that fewer clicks before a purchase massively increases the conversion rate. Part of our CRO work is to ensure users find the products they want as quickly as possible and optimising the cart for an improved experience. 

Making sure discount code options and delivery information are readily available, as well as removing out-of-stock items are prime examples of easy ways to improve your user experience and in turn, boost your conversion rate.

Heatmapping

We simply install a snippet of code that then shows exactly how every visitor uses your website. Once we have collected a reasonable number of visitors we can see where people have tried to click, or where in the checkout process they got to. It lets us know how far down a page people read and which fields they have filled out on a contact form. We then collate this information and come up with some assumptions based on the data to split test different variations of your website going forward. A split test involves running the ‘new’ and ‘old’ version of the page alongside each other, splitting visitors between them and then seeing which one performs best.

User Testing

This is effectively an online focus group. We will ask totally impartial users, who are chosen based on everything from income level to interests, competency on computers and device used, and set them a list of tasks to complete on the website, this can include searching for an item, adding it to the basket or simply giving their impressions of a site when compared to a competitor, whether that is in relation to design or usability. A screen recording is done of the entire process with a voiceover, so you get the honest views of real users first hand. We tend to use this method more when we believe a site’s design, price or product offering may holding it back rather than an improperly implemented digital marketing plan.

If you feel that your site has any issues, whether it be from a traffic perspective or the user experience side, get in touch and we can offer either a variety of audits/recommendations or take on the project through to completion liaising with web developers on your behalf.