Successful Conversion Rate Optimisation Is Built On 4 Pillars

By Author: Ahmad Sultan
Total Articles: 1
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The four critical questions that form the cornerstone of every strong CRO process are shared in this blog. Answering these questions will reveal deep-seated human wants and ambitions, which will convert into fresh creative work for websites that produce enormous outcomes.

Question 1: Why did your clients choose you?

It helps to understand why your present client picked you over your competitors in order to convert more website visitors into customers. What are some of the things you do differently? How does your company stack up? When your clients purchase your items online, what are the most significant criteria to them?

How can I find out the answer?

Customer surveys are an excellent method to learn more about your customers, not only their demographics but also about their online shopping experiences, both on your site and on those of your rivals.

Questions with a wide range of answers, such as:

• 'What other shops did you consider when you purchased from us?'
• 'How did you come to the choice to purchase from us instead of these other stores?'
• 'What has been ...
... the greatest part about being our customer?'

may provide unrivalled insight into what you're doing well to attract and retain high-spenders.

If you answer this question correctly, you will be able to:

• Discover why customers choose to purchase from you rather than your competition.
• Find out what your unique value proposition is in your consumers' own words.
• Gather feedback from customers and phrases that might help you enhance the efficacy of your marketing efforts.

Question 2: Why did your consumers almost select someone else instead of you?

There are hundreds of visitors on your website who do not convert for everyone who does. These are the folks who may be turned off by the way your proposal is presented or who are facing roadblocks along the route. They are, in the end, keeping your competitors afloat.

Finding out why non-customers aren't purchasing might be challenging; their willingness to speak with you may rely on how familiar they are with your company. As a result, instead of asking non-customers why they didn't purchase, we suggest asking consumers why they almost didn't buy. You can be sure that for every client that overcomes these challenges, there are many more who do not - and it is these customers who provide the greatest potential.

How can I find out the answer?

On your purchase confirmation page, create an on-page poll that asks, "What almost prevented you from purchasing from us today?" Customers are more likely to recall what precisely the hurdles were if you ask them immediately before they finish the transaction, making this a potent survey question for eliciting open and honest comments.

If you answer this question correctly, you will be able to:

• Have a better understanding of what visitors expect from your website and if your present web pages match those expectations.
• Recognize the roadblocks that are stopping more visitors from becoming clients.
• Learn from individuals who have overcome these challenges on how to persuade others who haven't.

Question 3: At what point in the process are prospective clients losing interest?
Understanding where your conversion funnel's greatest leaks are can show you where your site's biggest opportunities are.

How can I find out the answer?

Make a conversion funnel map using your analytics data. Begin by identifying the important pages in your conversion process (for an eCommerce website, this may include key landing pages, category pages, product pages, basket, and checkout pages), and then keep track of how many people visit each one. You can figure out what proportion of visitors go on to the next page and, more critically, how many abandon the funnel using this information.

If you answer this question correctly, you will be able to:

• Find out where your conversion funnel's greatest leaks are.
• Determine which pages should be prioritised for major victories and which should be ignored.
• Have an easy-to-follow map of how your site's users interact with it that you can compare before and after optimization.

Question 4 – What is the reason for their departure at this point?

The prior question's responses were helpful. But not by themselves. In fact, we've discovered that they often generate more questions than answers, such as... What is it that is causing folks to fall out there? What is it that is forcing them to flee? What are their plans? What can I do to stop the leak?

How can I find out the answer?

To uncover the answers to these questions, conversion rate optimizers employ a variety of technologies, including:

• You may ask 'in-the-moment' questions on particular websites using on-page surveys. The option that enables you to show the question when the visitor moves their mouse to dismiss the page is quite beneficial. 'Why didn't you purchase this product?' or 'why are you leaving now?' are good questions to ask to get this information.
• Heatmaps, Scrollmaps, Clickmaps, and Confetti maps are all visual representations of how users interact with your website pages. Is it more likely that they will click on the navigation rather than your call to action? Is it possible that they haven't scrolled down far enough to find your add to cart button? Have they just copied and pasted the product name into Google? What other, possibly less crucial, aspects of the website are catching the attention of your visitors?
• You may use usability testing to observe your website users as they accomplish tasks on your site. This one-on-one time with your website visitors may be really beneficial in demonstrating the actual experience your visitors have on your website, as well as any pain areas and how they deal with them.

If you answer this question correctly, you will be able to:
• Find out why people are abandoning your sites because they are leaking.
• Find out what hurdles are keeping visitors from moving on to the next page on these sites.
• Consider how you might improve the page to lower dropout rates.

Summary
Whether you're just getting started with conversion rate optimization or have a well-established CRO approach, these four questions can help you and your company get inside the thoughts of your consumers and uncover the largest potential and successes.

If you believe you'll need professional assistance to answer these concerns, get our free guide to learn the 8 questions you should ask to locate, hire, and achieve exceptional results from CROs.

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