Conversion Rate Optimization

what

For those who do not know: Conversion Rate Optimization

Conversion Rate Optimization, one of the most important issues in digital marketing today, is also known by the abbreviation CRO, which consists of the initials of the words Conversion Rate Optimization.
The complete removal of the obstacles to conversion on a page is called conversion rate optimization, which is achieved by examining the behavior and data of users.
We can perform conversion optimization by accurately optimizing the size and the position of a call to action button, the length of a conversion-oriented landing page, and the word groups used on the page.

How to achieve Conversion Rate Optimization?

Conversion Rate Optimization operations have many steps in them, from measuring your optimization goals to CRO research surveys, from A / B tests to the optimization stage. In this process, it is possible to provide more conversion rate by analyzing all the obstacles faced by the users, with the right software. Optimizations as a result of tests that are not properly constructed and measured, or measured incorrectly can lead to serious drops in your conversion rates. Therefore, it is very important to have a healthy measurement.

How does the Zeo team approach conversion rate optimization?

In our opinion, Conversion Rate Optimization is not a kind of optimization that must be implemented once, but one that must be applied constantly. While tests we applied on a data-oriented approach to increase conversion rates do not necessarily always have to be a winner, tests that will give us information about user behavior and increase our conversion rates should have certain statistical meanings.
While providing services to our clients at the conversion point, we ensure that we do not only provide the A / B tests and their results, but also the accurate measurements and that the work we do is repeatable. Thanks to the tools we use in the testing process, we can create the pages needed to make the test preparation processes faster and more practically and easily, thus we also expand our perspective on understanding the user behavior by taking the opinions of different departments within the agency.

CRO
how

Conversion Rate Optimization Process

Considering that the needs of brands are different and the areas in which they operate, we can easily say that the Conversion Rate Optimization processes differ. When we start the Conversion Rate Optimization process, we create a project plan by prioritizing the works that will contribute quickly, by asking the right questions to understand the all the requirements during the start-up meeting with the brand. Then we begin the optimization process by taking measurements like Conversion Rate Optimization research questionnaires, A / B tests. If you’d like to explore how the standard project flow should be in Conversion Rate Optimization studies, you can take a look at the flow used in the Conversion Rate Optimization process we’ve prepared for you:

01
Research and Examination
  • Determination of Site Data Accuracy
    First, the accuracy of user behavior data held on Google Analytics or other Analytics platforms is queried. In the event that some or all of the available data do not reflect the correct values, all future analyzes will also be misleading. Therefore, the accuracy of the data should be evaluated depending on the level of analysis to be performed.
  • Selection of Time Period When Enough Data Will Be Collected
    Conversion rate optimization is usually a process involving A / B test analysis. Therefore, a sufficient amount of data should be collected so that the A / B tests can give the expected statistically significant results. Before starting the studies of conversion rate optimization, it should be analyzed how long the websites will need to get meaningful results from A / B tests and this criterion should be taken into account in the changes to be tested.
  • Evaluation of Current Conversion Rates
    When building conversion rate optimization, the page to be tested or the action taken on the page must have a certain conversion rate. In addition, the current conversion rate plays a significant part in the increase at the conversion rate to be evaluated. Current conversion rates also have a significant effect when determining the accuracy of user data during the research phase and determining the time period whether for the test to succeed or fail, and determining whether the test is practical or not.
  • Analysis of Site Data
    In the research stage, the existing site data must be analyzed to create a blueprint for the kinds of improvements that can be made. At this stage, pages with low conversion rates can be detected throughout the site. User behaviors can be segmented according to funnels or page movements within the site. At this stage, other user behavior monitoring tools can be used as well as Analytics tools.
  • Creating Hypothesis
    Tests of changes to increase the conversion rates of users within the site should first be based on a hypothesis. The team performing the test makes various assumptions and shape them into a hypothesis. The hypothesis can be that an image on the arrival page distracts the users and the conversion rates will increase if it is removed, or that it may be steps such as shortening or reducing certain stages of the form.
  • Testing Applicability of Hypothesis
    As in the research phase, it is necessary to ensure that the hypotheses uncovered at this stage are feasible at a reasonable time period and applicable to the correct user segments. Conversion rates at certain levels are also very important at this stage. Otherwise, the hypothesis can be in a form that can’t be tested at an extended period of time.
  • Selecting Priority Tests
    Following the creation of many hypotheses, the next step is the prioritization of the hypotheses. Based on the previous analyses, while the hypotheses that may create the greatest difference can be prioritized, also the tests with the highest conversion rates applicable to the largest segments may be preferred.
  • Simultaneous Application of Test Sets
    Today, not only A / B tests, but multiple selection tests called multivariates are tests that can be started simultaneously. Depending on volume, the application of such tests can also be preferred in the prioritization stage of the tests. Simultaneous operation of different test setups is possible on the same page with these methods.
02
Hypothesis and Prioritization
03
Test
  • Starting the Test
    After the test setups are created and prioritized, the tests can be applied. The tests must be continued for a minimum of one week and it must be completed on the day the test started. Thus, the effect of time on user behavior is endeavored to be minimized. Negative results of the test result in 1-2 days should not be considered as a poor result and the test should be continued.
  • Early Test Results
    The fact that the test results give a certain level of significance after a period of 1-2 weeks also may not mean that the test is complete. Statistically meaningful results may happen at regular intervals. For example, conversion rates increases of 1% to 25% may be observed. For example, by continuing the test, this range of values can be reduced to a range of 5% to 15%. This may result in a more precise result.
  • Termination of the Test
    The test can be terminated if the test yields a sufficient conversion difference within a reasonable time period. For example, if the test results in a range of + 5% + 7% within 3 weeks, the test can be completed.
  • Analysis of Test Results
    The results of the test may show results such as increase or decrease in the conversion rates, but also tests with results that have no statistically significant results are common. In case of such results, if a new test is desired to be applied, the user may expand the segments or extend the duration of the test.
  • Learning from Test Results
    If a change in a test yields a positive result, similar scenarios can also be tested on other pages. The success of the test does not mean that the same change will be similarly successful on other pages. Test results should be examined in different user segments and user behavior should be attempted to be comprehended according to test results.
  • Follow-through Test Setups
    According to the results of the test, the emergence of new test setups is also possible. New tests can be prepared from the information to be obtained or changes can be made to previous hypotheses.
04
Learning
why

What do our clients think about Zeo?

In our opinion, when an agency focuses on the process and moves away from producing results, it reduces its benefits to the customer. That’s why Zeo works on the strategy that will serve the client’s KPI’s right from the beginning of all SEO processes. As a result of the great cooperation we have with our customers’ teams, we achieve results we are proud of.

CASE STUDIES

Success Stories of Clients with Zeo

In our opinion, a real success makes itself mentioned a lot. Moreover, in areas such as SEO and Performance where organized work is needed, this success is the result of a true team work. We sat before the camera with our clients which we created great jobs together and talked about the processes that brought us this success. In our last video, you can view our work as a Case Study by Google, in which we have proven ourselves on the Performance side in addition to SEO.

Onedio

Monthly +10M traffic +%65 growth

Yemek.com

Monthly +60M traffic +%870 growth

Turna.com

+%222 user growth, -%12 cost-per-acquisition,
+%45 ad return

References

Frequently Asked Questions About Conversion Rate Optimization

1. How is the Conversion Rate calculated?
The conversion rate is calculated by taking the ratio of the visitors who perform the action determined by the brand as the conversion on a website or page, to all the visitors coming to that website or page.
2. Does Conversion Rate Optimization contribute to SEO?
Conversion rate optimization does not directly contribute to SEO. It indirectly contributes to your SEO processes by helping you get to know your customers better, giving them a better and more secure experience, and getting more customers with less budget.
3. What are the biggest errors encountered in Conversion Rate Optimization processes?
The vast majority of errors observed in the process are due to not progressing in a data oriented way. You must disregard what your competitors are doing, your managers design ideas, your intuitions and guesses during the conversion optimization process and proceed in a data oriented way. Finalization of tests without reaching the sufficient number of samples, performing tests without creating fair testing environments, performing tests without correctly segmenting users are also common mistakes.
Tools
who

Which consultants will help you?

In Zeo Agency, the Performance Marketing department works entirely on the basis of agile management principles. At the beginning of the project, the manager assigned to the project with the role of “Product Owner” is responsible for all project communications and strategies. All the work items to be made during the project are readied according to the briefs prepared by our team and our ScrumMaster and presented to you according to the PO’s control. We would like to introduce you to some of the names that will guide your Conversion Rate Optimization strategy, in case we work together.

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