Conversion Rate Optimisation
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What is Conversion Rate Optimisation (CRO)?

Conversion rate optimisation is the process of testing specific elements of your website or landing pages against a solid hypothesis. The goal is to achieve a target percentage uplift in the conversion rate of that specific page.

Carrying out a successful conversion rate optimisation campaign starts with the goal. What exactly do you want to achieve? Once this has been explored and agreed, we’ll look at the most important factors surrounding your objectives and determine which elements can be tweaked and tested. This could include things like page headlines, main image, CTA copy and form fields, for example.

The length of conversion rate optimisation experiments depends on several variables – the type of test, what is being tested, the desired level of test confidence and the amount of data we have available. Typically, tests will run for at least one week.

Conversion rate optimisation is implemented in stages. First of all, it’s the research phase to determine the page(s) you’d like to test. Then, we build out the hypothesis. Next is gathering test data, whether that be qualitative or quantitative. To gather this data, we use tools designed for CRO such as Hotjar. The actual analysis is the final step. Afterwards, we take a look at the data and the impact the test has had to determine whether it was a success or not. If it was, great. If not, it’s back to the drawing board and another cycle of testing.

WDA’s specialist digital team are experienced in getting CRO results using tools such as Hotjar and Google Analytics. Thanks to our experience in the automotive sector, we have a greater understanding than most agencies on which elements should be tested first and what might have the desired impact for your business – whether you’re in parts and accessories, manufacturing or performance road and motorsport.

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