Set the goal and see it through

Your ads are delivering, and the website is gaining traffic, but conversion is still lagging?You’re not alone – according to Statistica, the average conversion rate for e-commerce sites is 2.17%, and for food and beverage is 5.5%. Depending on the industry sector, geography, economy and seasonality, conversion rates will vary, but one thing is clear – getting customers to visit your website is easy; the challenge is conversion.

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Make the most out of your digital investment

Conversion rate % is calculated by the number of goal completion divided by the total visitors and multiplied by 100.

There are many contributing factors to conversion, and using quantitative (digital metrics) and qualitative analysis, you can better understand what tweaks or nudges are needed to get customers or users across the line.

When looking at CRO, clients often focus on improving landing pages. However, your customers’ actions are influenced by their experience before, and after they get to your site, so factors such as creative messaging, competitors’ activity, remarketing and nurture journeys’ effectiveness are crucial.

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Your CRO warm-up

At BBT, we’ve helped a range of organisations with Conversion Rate Optimisation. Here are some starting points we recommend you think and do to better attain your goals.

1

Ensure data analytics is set up across your digital lifecycle

2

Approach CRO with a cross-functional team, including your media buying, creative, design, sales, marketing, and customer support staff.

3

Work with customer-facing staff to understand trends in customer pain points

4

Understand the customer’s path-to-purchase journey, their functional and emotive needs at each stage

5

Set clear goals at each stage of your funnels, such as leads generation, customer education, app downloads, or sales conversion

6

Consider the environment beyond your funnel, including; competitor activities, sentiments and retention

HazardCo increased lead generation by 280%

Since its inception in 2007, HazardCo has had the ambition to shake up how health and safety are managed and embarked on a journey to bring it into the digital era. Working collaboratively with their Auckland and Melbourne teams, we overhauled their end-to-end user experience, gained customer insights through advanced analytics, and launched into new international markets.

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Turn your ambitions into actions; we’ll help

When it’s time to optimise your digital investments, we’ll be ready to power you forward. With a holistic approach and experience in diagnosing and improving digital touchpoints, we’ll help increase goal attainment and conversion. Not only do we provide tangible advice, but our design and development teams can also help you create beautiful CX that drives results.