UM Birmingham CRO Agency
Make more out of the visitors to your website.
Conversion Rate Optimisation, better known as CRO, can help transform your website. Unlike with other methods of marketing, such as SEO or PPC, CRO isn't based around the idea of driving more visitors to your website. Instead, conversion rate optimisation is about making the most out of every user who is on your website, and helping drive them towards the conversion funnel.
As a highly experienced CRO agency, we have worked with a collection of clients in a range of sectors. With the personability of a smaller agency, but the resources of the global McCann network, the UM Birmingham CRO agency team works with you in order to design the best possible solution and series of tests for your needs.
Although we have a local team in Birmingham, our CRO team have an international reputation. We have worked with a wide range of companies to help improve their conversion rates and make more out of the users to their sites.
What is CRO?
Conversion Rate Optimisation (CRO) is the art of improving the conversion rate of your website.
When a user visits your website there is a lot of information to digest. Over time, we become accustomed to our brands website and can find it difficult to appreciate how a new user feels when using the site for the first time.
CRO enables us to explore how users interact with your website. A variety of techniques including analytics analysis, heat mapping and user testing allow us to scientifically examine the issues that are holding back your site from reaching its full potential. When we use data create a hypothesis, we test it on the site to see the improvement it can make to the conversion rate and sales.
Conversion Rate Optimisation uses scientific methods to discover the barriers stopping your users from converting. Small changes to the layout and messaging of your site can have a significant impact on your conversion rate and sales.
The scenario above shows a website with 10,000 visits a month and a 1% conversion rate. To double the sales without improving the conversion rate would require a 100% increase in visitors. It is often easier to get the same result by improving the conversion rate by 1% than increasing the visits by 100%.
CRO Agency Process
Step #1 is to gather data. This is done through a number of different methods, from Google Analytics data to Heat Maps in order to create a holistic overview of how users behave on the site.
Once the data has been gathered then it is analysed in order to generate hypotheses. Using those hypotheses it is then possible to design tests.
Designing tests based on the hypotheses it is then possible to run tests using tools such as Google Optimise. Once the test has been run, the results can be analysed and the process started over.
Step 1: Gather Data
The CRO process is only as good as the quality of the data that is gathered at the start of the project. It is for this reason that, at UM, our CRO agency team used a wide range of techniques in order to ensure that the data gathered is as reliable and useful as possible.
- Click Maps
- Scroll Maps
- Movement Maps
- Conversion Data
- On-Page Behaviour
- Device Level Data
- Acquisition Level Behaviour
- User Testing Analysis
Step 2: Create Hypotheses
When the data has been gathered, our CRO agency specialists analyse it to create hypotheses.
The Four CRO Hypotheses Themes:
- What are the hypotheses we can draw from what the data telling us?
- What is the specific data that supports the hypothesis?
- What test can be designed to prove or disprove the hypothesis?
- What can be measured in order to judge success?
We will always aim to create more hypotheses than we need to test. This allow for us to pick and choose the best hypotheses to take to the testing phase.
Step 3: Run Tests
The selected hypotheses can be tested on the website to examine their impact on the conversion rate.
Google Optimize allows us to run A/B tests on websites. The traffic to a page is split between two versions. The first version is the current page, and the second version is the modified test page. The results of the test show if the hypotheses are true and have successfully improved the conversion rate.
Once the data has been collated then it is possible to implement changes before beginning the process again. This allows for a continuous optimisation cycle, whereby tests can be run on top of successful implementations.
Bespoke CRO Strategies
No matter what it is that your organisation specialises in, at UM we are able to help. We specialise in creating bespoke solutions to suit your business and your goals. Our UM CRO agency team can work with you to develop a strategy that suits your business and budget.
FIND OUT HOW OUR CRO AGENCY TEAM CAN HELP
If you have any questions about our CRO processes, or if you would like to find out more about how we can help you make the most out of your website visitors, please feel free to contact us today.