I’ve noticed more and more people trying to do CRO thinking it’s something pretty basic. Which it definitely isn’t.
In fact, conversion rate optimization is more than changing the color of your call to action button. It’s about you getting to know your ideal customer. You have to understand who they are, what they need, and why they visited your website in order to make it better.
These are all essential questions, and once you have answers to each one of them only then you will be able to optimize your website for conversions.
Basically, it all boils down to just 2 types of analysis:
Quantitative analysis. This means that you go into your Google Analytics, or any other platform you have, and start looking at your user’s demographics, what pages they visit, what devices they use and what converts better. For example, if young people with ages between 25 and 44 have the highest conversion rate, you might want to test a different copy that resonates better with them.
Qualitative analysis. In less fancy terms, this means you have to understand how users interact with your website. And because numbers can’t tell you this, you can use a service like Hotjar or Full story to implement heatmaps and screen recordings.
This is an overly simplified description so for now, I want to share with you 3 data sources that will help you get started. I’m sure you heard of at least 2 and maybe you are even using them
First, there is Google Analytics, with all types of reports ranging from demographics to what technology your visitors used (I’m talking about screen size, browser version, or the devices they use). This is truly a great data source as it can point you in the right direction. For example, if almost all of your traffic is coming from phones, you might want to pay more attention to how your website looks on small screens.
Second, you can use Hotjar to create heatmaps of how your users interact with your website. Heatmaps are a great way for you to see if your visitors are not scrolling far enough to see your call to action buttons. I also use Hotjar to run user polls And I can assure you, there is no better way to know what your customers want than to actually ask them. Moreover, this will also give you a glimpse of what type of person they are, maybe they just don’t know how to order from you, or have trust issues because you don’t have a clear return policy.
The third data source might surprise you. It’s something called message mining, and it is usually done by copywriters. It basically means that you go and read all your reviews. Pay attention to how your customers talk about you, what problem you helped them solve and what type of language they use. Use their very own words on your website and I can almost guarantee you will get a higher conversion rate. After all, we like people that are similar to us. According to Robert Cialdini, Liking is one of the 7 principles of persuasion. You can google it to learn the other ones, I highly recommend it.
Now, these are the 3 best data sources that will show you who your users are. To sum up, you go to Google Analytics to get numbers, you go to Hotjar to see what your users are doing and you do Data Mining to understand how they talk and what they like about your product.
You can use this as a starting point when you create your buyer persona. I’m sure you already know that all people are different, and if you want to capture the attention of your perfect customer, your website needs to be focused on them.