{"id":10777,"date":"2017-01-03T07:00:00","date_gmt":"2017-01-03T15:00:00","guid":{"rendered":"http:\/\/www.singlegrain.com?p=10777&preview_id=10777"},"modified":"2023-12-01T06:30:07","modified_gmt":"2023-12-01T14:30:07","slug":"ultimate-guide-to-conversion-rate-optimization","status":"publish","type":"post","link":"https:\/\/www.singlegrain.com\/blog-posts\/conversions\/ultimate-guide-to-conversion-rate-optimization\/","title":{"rendered":"The Ultimate Guide to Conversion Rate Optimization"},"content":{"rendered":"

As marketers, we\u2019re always trying to get more leads for our businesses. <\/span><\/p>\n

But the problem is that all the traditional paid traffic channels <\/span>are only getting more expensive<\/span>. The average cost per click on Google Adwords is around $1-$2<\/a><\/span>, with the most expensive ads costing $50 or more. <\/span><\/p>\n

This means that the average small business spends <\/span>over $100,000 on AdWords alone<\/span>\u00a0each year.<\/span><\/p>\n

Facebook ads are still relatively underpriced, but they’re rising quickly:\u00a0<\/span>average CPC is around 40 cents worldwide<\/span><\/a>, an increase of about 10 cents from 2015. \u00a0<\/span><\/p>\n

With the rising cost of paid traffic, it\u2019s important to hit all the \u201clow-hanging fruit\u201d when it comes to boosting your lead generation \u2014 and conversion rate optimization is the best way to identify and fix problems that already exist. <\/span><\/p>\n

By making your conversion flow more efficient, you’ll increase your numbers without spending any extra money, which means that you\u2019ll see a higher ROI on your existing investment. <\/span><\/p>\n

In this post, we\u2019ll show you how to run conversion rate optimization (CRO) tests on your website, what tools you should be using, and show you a few CRO case studies.<\/span><\/p>\n

Getting Started with Conversion Rate Optimization<\/strong><\/h2>\n

The first step to\u00a0getting started with CRO is auditing <\/span>every step of your marketing funnel<\/span><\/a>. Without gathering data, you\u2019re just guessing on what changes you should make, which means that you\u2019ll waste time and effort on tests that don\u2019t get you more leads instead of learning something that will<\/em> boost your ROI. <\/span><\/p>\n

\"Single<\/p>\n

What you want to do is\u00a0gather data in a both quantitative and qualitative way.<\/p>\n

Quantitative data<\/strong> helps you break down the numbers at each step in your funnel and figure out where the leaks\u00a0are, while qualitative data<\/strong> can give you some deep insight into the real pain points of your customers. This can help you refine your marketing copy across the board and boost conversions.<\/span><\/p>\n

Learn More:\u00a0<\/strong>Step by Step Guide: How to Build a High Quality Marketing Funnel<\/a><\/em><\/p>\n

Here are some ways you can start measuring qualitative and quantitative data:<\/span><\/p>\n

Using Google Analytics<\/strong><\/h3>\n

Google Analytics is a simple way to figure out how many people are dropping off at each step of your funnel and where the biggest leaks\u00a0are. By measuring the data around your funnel, you can get better insight as to the cause of\u00a0confusion for your customers at certain steps. <\/span><\/p>\n

But first, you\u2019ll need to set up <\/span>conversion goals and funnels<\/span><\/a> in Google Analytics.<\/span><\/p>\n

Your conversion funnel in Google Analytics will show you what \u201cflow\u201d users go through on your site. Here\u2019s an example of what this might look like if you\u2019re trying to measure your order flow: <\/span><\/p>\n

\"The
\nSource: <\/span><\/i>KISSmetrics<\/span><\/i><\/a><\/p>\n

In the image above, users first add an item to their cart, move to the billing page, then to the payment page, then to the order review page, and finally to the sales confirmation page. It\u2019s pretty easy to see that the largest drop off here\u00a0between the \u201cadd to cart\u201d stage and\u00a0the billing page. <\/span><\/p>\n

When it comes to optimizing conversions, you can see that it\u2019s pretty straightforward: you’d focus on reducing cart abandonment. No guesswork here.<\/span><\/p>\n

Learn More:\u00a0<\/strong>How to Set Up Goals and Funnels in Google Analytics<\/a><\/em><\/p>\n

Using Customer Surveys<\/strong><\/h3>\n

One of the biggest wins you can get\u00a0when it comes to CRO\u00a0is optimizing your marketing copy. By making your copy more targeted to your audience\u2019s specific pain points, you\u2019ll increase the likelihood that they\u2019ll stay on your site longer \u2014\u00a0<\/span>more so than if you just made design changes<\/span><\/a>. <\/span><\/p>\n

Surveys are a great way to understand how to optimize your marketing copy. You can use tools like <\/span>Qualaroo<\/span><\/a> (to survey your website visitors) or <\/span>SurveyMonkey<\/span><\/a> (to survey your audience from your e-mail list or another source). <\/span><\/p>\n

For example, here are some survey questions that we asked our audience \u00a0(via SurveyMonkey) to see how we could improve our marketing course, <\/span>GrowthVault<\/span><\/a>. <\/span>
\n<\/span><\/p>\n