Businesses are implementing stunning marketing techniques and strategies to adopt a search presence. They are conducting effective marketing campaigns that help them complement the top funnel engagement. But what’s the next step? To convert the traffic into conversions, these metrics are the foundations of practicing organic Search Engine Optimization (SEO) practices in the first place.
However, businesses’ initial marketing efforts go down the drain when they don’t optimize their website’s priority pages for meaningful conversions. That’s where Conversion Rate Optimization (CRO) audits take place. Their primary work is to find all the bottlenecks within the website, match user needs, and erase the friction points. For every $92 the company spends on acquiring new customers, they invest just $1 in improving conversion rates.
How To Conduct a CRO Audit
A conversion rate optimization audit is a full-scale enhancement of a website’s pages involving deep evaluation of their User Experience (UX), testing multiple pages and individual decision areas of each site, finding possible factors and scenarios that might be the victim of poor conversion rates and improving those areas immediately.
However, it’s advisable to avoid full-scale auditing of the website initially. Businesses need to give time to their companies after launch to ensure they have made certain product purchasements or gained paying customers. This way, they had a better chance to optimize their marketing strategies and find loopholes that could be improved to enhance their customer journey.
5 Steps to Perform a Successful CRO Audit
After learning how and when businesses perform a CRO audit, let’s learn some basic terms that complement a successful CRO audit checklist.
Understand Conversion Rates
To conduct a CRO audit, businesses need to understand their conversion rates. They need to lay the basic foundations of what defines their revenue and how specific conversion goals will define their revenue growth.
Conversions vary depending on the product niche and the market their businesses belong to or refer to. For an e-commerce store, conversions are user actions that make one step closer to buying a product. The conversions in e-commerce are purchasing a product or subscribing to the newsletter. A software product business’s conversions are generally related to customer signups, trial signups, or webinar registrations.
Focus on Priority Pages
CRO’s website conversion audit mainly focuses on identifying their decision pages, which means those pages that serve as landing or conversion pages for their website. Priority pages get traffic from their search efforts and act as the main page after paid advertising or organic strategies.
Aim to audit conversion-oriented pages and become a landing site for their bulky traffic numbers to see results quicker and gain better insights into optimizing their site’s presence. Landing pages, such as signup demos, gated content pages, or free trial option pages, predict a business’s revenue or conversion scale.
Notice User Behavior
Understanding businesses’ conversion rates and which pages are prioritized for conversions.
The next phase is to understand users’ actions and behaviors in how they interact with various areas of their pages. They need to get all the helpful and deep insights based on all the factors that are predicting their conversion growth. Businesses can better understand their user actions through the use of modern analytics tools like Google Analytics, which does the work of event tracking and gives information on how their prospect is dealing with making micro-conversions like signing up for a newsletter or making a macro-conversion like subscribing to a paid plan.
Identify Basic Fixes
Based on enticing user behavior and gathering insights on understanding factors like user satisfaction, concerns, friction points, and areas that collapse the decision-making process,
Finding these insights depends on whether businesses go for hard or easy fixes. Well, it’s advisable to first strengthen the fundamental problems that hinder the conversion scale. To deliver gated content to resources, businesses need to ensure how many fields they have included in their lead generation form and that they don’t include extra unnecessary fields that may yield unsatisfactory results.
Conduct A/B Tests
This step is the constantly evolving stage of CRO website audit. Auditors create various test cases to ensure which website’s test case will produce more results.
The testing can come in various areas of landing pages, such as tweaking the subject line, adding the downloadable resources at the end, highlighting the newsletter section at the end, or making it appear sideways. These elements are all done to find which will produce better results.
Wrapping Up
CRO audit services are helping businesses find loopholes and friction points in their website pages. CRO in the website is now hugely important in improving their bottom-end results and complementing their revenue stream. Businesses can streamline their revenue pipeline by understanding user behaviors, optimizing their priority pages, and conducting A/B testing.
