The Perfect CRO Recipe

Luigi Raw
By Luigi RawSenior Data Engineer
5 minutes to read

Let’s first address the obvious first question here; what is CRO? Well, let me enlighten you!

CRO stands for Conversion Rate Optimisation and this is the process of increasing the percentage of website visitors who convert in to a customer.

“Hold on sec, I do not sell anything on my site” I hear your crying out.

Well, let’s consider for a moment what a customer means to you. Are you looking to drive users to register, sign-up for a newsletter or request an information pack? Or does a customer start as a lead generated by on-site forms or contact information (email or telephone)?

CRO is not just about driving more sales and revenue but about increasing the value of your website visits.

The CRO Ingredients

Conversion rate optimisation has a number of parts. Let’s think of this as the ingredients of a cake (The Bake Off has started after all) in that, if you have the correct ingredients in your cake you are not only going to see it rise (growth) but the taste (return rates) will be incredible.

CRO is not only about improving the conversion rate but about impacting the many factors that help increase revenue, customer loyalty and satisfaction as well as market share without any detriment to the overall costs or return rate.

Some of these factors may be, user experience, path to conversion, data audits, attribution modelling, and many more, but ultimately CRO boils down the following:

Conversion Rate Optimisation = Growth

The Perfect CRO Layered Cake

Let’s be honest, like the perfect red velvet cake, every business wants a tasty return and here at Enjoy Digital we have the chefs to achieve that. So you may be wondering what we put in to our mix to ensure we are not left with a soggy bottom?

The Base (Data Analysis)

Data analysis and insights are a crucial element in CRO. Without data, it is not possible to make an informed decision on any of the other parts of CRO. It allows us to look past the surface of the basics and understand what drives users to engage and ultimately convert.

By using this analysis we are able to make informed decisions on a number of things including planning for CRO as well as analysing the tests that may be running.

“It looks very nice on top, and I just hope that’s replicated underneath” – Mary Berry

The Filling (A/B Testing)

A/B Testing brings the ability to try new things to help drive improved metrics. This could be testing a new navigation style to aid improved engagement or to test a new form layout to improve the completion rate. Ultimately A/B testing is about running these test consecutively to analyse them against each other.

Running tests is important as you should never simply change something in the hope it will work. Don’t get me wrong, an immediate change could work but there is the risk that a change like this could have a detrimental effect. A/B testing is about analysing the control (the existing format) and any number of tests to then make an informed decision.

“You can’t change the recipe too much because otherwise it’s not a spotted dick anymore, it’s something else” – Christine (Season 4)

The Top Layer (Post Test Analysis)

Following any testing, it is important to review the performance of both the control and the tests side by side to identify any shifts in traffic patterns. At this point you should already be aware of your KPI’s and this would be the base of the analysis.

For example, if driving form completions is the KPI then this would be the immediate “go to” metric.
It is, however, important that other metrics are not ignored. Although a test may not show significant shifts in the KPI, it may have improved on other metrics that all work towards driving more user engagement or other conversion points (i.e. an enquiry instead of a sign-up).

With this in mind, no test is a bad test as we are gathering data on how users interact which can then inform further tests or, in the event a test is clearly very successful, a roll out of the test to a live change.

“You want something quite rigid, but something that will taste good too” – Paul Hollywood

The Icing on the Cake (Return Rate)

Ultimately, improving the return rate is the goal. Anyone can drive visitors to a site but ensuring those visitors are engagement and converting is why conversion rate optimisation is so important.

CRO is also not just a one off event. It is ongoing, reviewing the varying patterns across the website, marketing activity, seasonal events, etc. and working to constantly drive improvements.

For example, are client more likely to convert around a seasonal period (i.e. Christmas) and should we ensure that certainly CRO tests are running to aid this? Or do we go further in to personalisation techniques and provide catered styles to existing users versus new users or users based on location.

There are endless possibilities in tasty CRO and Enjoy Digital is the perfect bakery.

“Just make sure the shape, the icing, everything is perfect” – Paul Hollywood

The Cherry on the Top (The Tools)

We utilise a wealth of tools to inform CRO plans including heat mapping, scroll depth, analytics and tag management services. With these we are able to not only identify tests and report on the performance but also implement and control the tests quickly and easily.

“They look so tempting, I can barely keep my hands off them.” – Mary Berry

The Finished Product

At Enjoy Digital we strive to constantly improve performance in everything we do. CRO is a big part of this. We can safely say that we do no over-egg the pudding but we do test the boundaries to ensure we are providing well informed and exceedingly good results.

“They want precision, don’t they? They keep banging on about precision.” – Tamal (Season 10)

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Articles by Luigi Raw

Biography coming soon!