It is important that the website fulfills our main purpose, which is to capture as many MQLs as possible and convert them into customers. The first stage consists of implementing the right tools that we will need in order to analyze the current business and create a baseline. This stage will give us all the information needed in order to pinpoint where the loopholes are in every stage of the funnel and where we lose customers/traffic.
After understanding how customers are behaving (and this is not only analytics), we will undertake a list of experiments to correct each loophole and minimize any frictions that may occur on the funnel. We are also going to implement several hooks that will make sure we achieve our goal of customer acquisition via referrals. In addition to that, we will work on the way the content is presented on each page, to make sure that it is understandable and easy to consume.
CRO includes adding tools for A/B testing, experimentation, heatmaps, content analytics to see how engaged people are with our website, form tracking, landing page optimization, etc.
Few of the most common CRO problems we have seen in our customers:
The site tries to approach different audiences at once: Individuals, professionals, enterprises, B2B and B2C
The site sets a context related set of options based on age. Something that it doesn’t make sense
The messages are not correct on-site and there are a lot of elements of on-site SEO that are missing making visitors not be connected with the brand. I.e favicon is missing, fonts are difficult to read etc.
Call-to-action is missing or misplaced
Sign-up processes are too complicated
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