Conversion Rate Optimisation (CRO)
The important thing is not to stop questioning...
Conversion Rate Optimisation (or CRO) is the discipline of continually analysing, testing and refining the layout and functionality of your website to maximise your conversions. While the majority of digital marketing practices centre on driving traffic to your website, Conversion Rate Optimisation focuses on improving the value of users that are already on your website, maximising the conversion and profitability that your website generates for your business.
Affinity’s approach to CRO is unlike other agencies. We don’t just carry out split-testing, give you the results, then hope for the best. Your website is the heart of your business, therefore we see CRO as an on-going dedication to increasing the value of your brand via the efficacy of your website. We regularly consult, question and aim to transform your digital practice to massively impact your online turnover.
Bespoke CRO Services
Our unique approach to CRO means that no single project is ever the same as the last; we always tailor our conversion optimisation activities for each website and brand on which we work, whether this entails a predominantly split-test approach or the implementation of various behavioural and personalised marketing messages based on specific user types. Typically we will begin with an extensive audit of your website’s Google Analytics account, as well as the performance and behaviour of your online user base. We implement exhaustive tracking that allows us to answer some of the key questions site owners face: which elements of your website influence conversion, which user types tend to offer long-term business value (and where do they come from), and which parts of the website should be prioritised for quick-win conversion gains? Based on our initial analysis of your website, we tailor a structured, on-going Conversion Rate Optimisation programme that maximises efficiency and provides you with the very best business value.back to top
On-going CRO Management
Human behaviour is ever evolving and this is most obvious in the online world, as browsing, shopping and search behaviour continually adapt to the changing digital landscape. At Affinity we see CRO as an on-going investment – as your user base evolves, so too should your website to meet the fluctuating demands of its users. An on-going, structured CRO programme ensures that your website continually evolves in tandem with the growing needs of its users, reacting constantly to changes in user behaviour. Why wait 12 or 18 months at a time for major site updates to improve conversion, when you could have regular upgrades carried out each month? On-going CRO management is the only guaranteed method of maximising your site’s conversion potential.back to top
Whether you host a single website that serves multiple languages or you host multiple domains targeted for each territory, a multilingual approach will be required for any Conversion Rate Optimisation activities carried out on your online properties. Affinity are able to provide a structured approach to multilingual CRO, which is overseen by a CRO expert who directs the skills and expertise of other marketers and web experts who are fluent in their respective native languages.
This includes copywriters, translators, designers and other digital disciplines necessary to deliver an effective international CRO strategy. As with all of our CRO services, a multilingual approach is completely bespoke to the needs of your business and website, whether you require multilingual split testing or a complex behavioural and personalisation programme tailored to each language.back to top
CRO for Magento
Magento is without a doubt the leading ecommerce solution, yet it is also one of the most complex platforms with which developers have to work. The full power of Magento can only be safely realised by experienced web developers who have many years of experience in designing, developing and integrating Magento systems. This is where Affinity come in - as experts in both Magento web design and Conversion Rate OPtimisation disciplines, we are no strangers to delivering a proactive CRO programme that works seamlessly with your Magento website. We can deliver a fully-holistic CRO programme that includes split testing, behavioural email, personalisation, user segmentation and enhanced e-commerce integration.back to top
Affinity uses a range of both third-party and in-house-developed tools to assist us with our Conversion Rate Optimisation activies.
Some of these include:
Affinity's custom-build tool which allows us to very quickly identify poor performing areas on a website, segmentted by mobile, tablet and desktop, and prioritise the most important in terms of value to your business.
Part of our UX lab suite of software which runs in tandem with our eye tracking hardware, allowing us to record the movements of users' eyes.
Heat and scroll mapping, session recording and detailed tracking. This software helps us to gain a far greater understanding into users' browsing behaviour.
Live recruitment of usability testers on-site.
On-site survey pop-up system for gathering user feedback.
Split test management for A/B and multivariate testing.