With everything going in the world right now, it may be worth taking a moment to think solely about the here and now; to make the most of what we already have, hunker down and see our businesses through to the other side of this pandemic.
If you have come here for a list of test ideas for inspiration and know the basics of using Google Analytics, Google Optimize and Hotjar, then just scroll down. If you don’t, however, then let’s have a quick chat.
Let’s be real – PPC is expensive and budgets are being slashed as traffic dries up. Buying more traffic now is an option, however, as demand shrinks (because consumers aren’t buying) and everyone tries to replace lost organic or direct traffic with paid, what little is available has become unmanageably expensive.
SEO is still just as important as always, but it is also a long-term game. Ideally, you should keep focusing on it so that when this is all over your site is in as good a position as possible and if you haven’t implemented your quick wins you should focus on them now.
With that said, unless you have any aces up your sleeves (quick wins that you haven’t implemented), CRO is one of the only things that can turn the needle very quickly in an incredibly cost effective manner.
Here are some facts about CRO:
In the case of all three tools mentioned above, installation is as simple as getting a few lines of code added to each page of your site. If you have a tag management solution the setup can be run with just a few clicks and by pasting a few codes from the respective tool dashboards.
Google Analytics – this staple of the Digital Marketing world should be feeding you plenty of data anyway. One thing worth noting however, is it is important to ensure the goals you want to optimize against are set up and tracked correctly as the analytics will feed back into Google Optimize when calculating if your tests are significant.
By using GA you should be able to answer some key questions that will likely help you generate test ideas and find issues that are slowing down conversions on your site. The following questions are always a good start:
Finding the friction in your checkout process is key, this will deliver the quickest wins. Think about the following:
There are thousands of potential issues and often it helps getting eyes unfamiliar with your site to attempt the conversion process and simply to watch without assisting them.
Next, you should consider when users are leaving your site. If it is on a thank you page, that probably isn’t an issue, however, if it’s on a page that should really be enticing a user to engage with you and purchase your products or services then you may have a problem.
Exporting all pages for Analytics, looking at how they affect conversion and where they factor into the conversion path for each user, and then calculating what a small (achievable) percentage increase for each page would mean for overall revenue can be very insightful. Sort this new list by most impact and that should give you a prioritised list of where to focus your efforts.
Hotjar – the free version of this tool does have limitations, but having a bit more info, even if limited, can still help you formulate those test hypotheses.
Heat maps, scroll depth maps and screen recordings allow you to look at your website experience through your website visitors’ eyes. They enable you to see what parts of a page are resonating with your audience so you can deduce the ones that aren’t. If users are overlooking something that is key to the conversion process you know that it is something you are going to have to fix.
Another fantastic feature Hotjar has is user feedback forms. Asking simple questions such as “How can we improve this content?” can give you real insight into what your users think is missing from a page. This also allows you to improve content and generate test ideas.
You can set up these feedback forms on pages that your GA suggests are receiving lots of traffic but not helping conversion as much as they should. The information gathered here can be invaluable.
Google Optimize – This is a split and multivariate testing tool. This allows you to make multiple variants of a single web page (without needing your developers to do any releases) and put them, at random, in front of real live customers. You can set them up to test performance against a particular goal tracked in Google Analytics
Once this tool has received enough traffic it can tell you within a high degree of certainty which variant best achieved the desired pre-set goal.
This tool (when used with the right mind set) will allow you to make decisions based on data and science and not someone’s gut feeling; it also allows you to test multiple things at the same time (as long as you have enough traffic) which means within weeks you can increase your conversion rate, whilst avoiding implementing changes that would have hindered performance (the importance of this part cannot be understated).
This depends massively on the kind of business you have, what you are selling, and who your target audience is. Here however, is a list of things you might want to try testing:
This list could literally be infinite, it is just here as something to get the creative juices flowing.
Just remember to always design the test around your users – just because you use a large desktop doesn’t mean they do, look at the devices your customers are using in GA and choose the most popular, build the tests out on those.
If your business needs help increasing conversions now and wants to be a more data driven organisation, then get in touch with Blueclaw today.