Through a website, multiple goals can be achieved, which require users’ actions. These actions or “conversions” may include information requests, downloading a document, subscribing to a newsletter registering for a service, or a purchase.
The number of conversions obtained on a website can be traced back to two main variables:
- the number of visitors that the website is able to attract
- the conversion rate, defined as the ratio between the number of conversions and the number of visitors
What does CRO mean?
CRO (conversion rate optimization) activities have an impact on the latter variable: the goal is to maximize the number of users that make a conversion and, therefore, the number of customers and prospects. This means “creating” or modifying a website so that it focuses on the needs of users who have to make a conversion, improving their navigation experiences.
The optimization of the conversion rate is one of the strategies with higher impact on the ROI of a company’s online presence. An increase from 1 to 2% of the rate of business contact requests on a company’s website has the same impact on the ROI as a 200% increase in visits to the website.
H-FARM has developed a Conversion Rate Optimization method based on qualitative and quantitative data driven models, able to identify and act on the critical points in real time.
To get the highest levels of efficiency and efficacy, we work following a cyclic and interactive process, using last generation techniques and tools:
- Expert review: the site analysis made by a usability expert, aimed at detect critical elements and the first areas to deal with, according to the shared best practices and those we developed with the experience;
- Scroll/Clickmap (Heatmap): heatmaps allow to trace and study the impact of the different layout elementsof a website on user behavior and also allow to realize a careful analysis of the distribution of clicks on a page and of the way the user interacts with elements on the page;
- A/B Test Multivariate performed on different versions of the same page in order to quickly assess the effectiveness and choose the version of the page that has a higher conversion rate;
/B test and multivariate test – statistical analysis of the performances of several page variables
These techniques allow us to automatically trace the behavior and reactions of users that visit a website. Other methods, which have allowed us to achieve excellent results for our customers, are based on the direct involvement of users: in this case, we talk about offline usability tests and online surveys:
- Usability test: H-FARM is able to cover the entire usability test process, from the identification of the tester group to the preparation of questions/practical cases on which the interviews are based, as well as the development and preparation of answers as proposals for strategic actions that contribute to increase conversion rates.
- Online surveys: after identifying clusters of users who browse the website, we ask them to be testers and answer short and immediate questions while browsing. This tool is extremely efficient if we consider that questions can be customized on the page the user has accessed.
Survey Online – nswers obtained from website users