Now that we’re familiar with Conversion Rate Optimization (if you’re not, head over to read this article before moving ahead!), we’re going to explain the research process.
Conversion rate research, also known as conversion research, is the process of identifying and split testing any potential setbacks within a sales funnel. The goal is to use conversion data as a tool to not only analyze but ultimately improve the conversion rate on a landing page.
This type of research is ideally a consistent process to keep making a landing page (and therefore the overall conversions for a business or service) better and better. It involves taking into consideration things like case studies, google ads, overall design and user experience of the web page.
We know it can seem complicated at first— but with the right practices, tools, and observations it’s possible to use conversion rate research to increase your revenue goals and outgrow your competitors!
What Does CRO Research Do?
The first thing you need to realize is that there are probably at least a few “friction points” in your sales system, especially your website or LP (landing page). These can be huge red flags like— absolute crap copywriting— or tiny yet psychologically important details such as proper button placement or structure of included key phrases within a website.
We’ve said it before, but we’ll say it again: a good landing page has a certain structure and intention, depending on your target audience and your offer. It can get complicated, but the more you know, the better your CRO can be. This is why conversion research is so crucial not only for you and your business but for your potential customers and clients as well!
Let’s Talk Data.
At the root of it, CRO research is all about analyzing data. But what data is most important? And how do we analyze it in a way that can be helpful?
There can be a lot of data when it comes to marketing, so our best advice is to analyze the most important kind. This is the “can’t live without it” data— things like page visits, viewer activity, click-through rates, mobile compatibility, keywords, loading speeds, and mouse mapping.
If you don’t know what these things are, don’t worry right now. Just know that there is no need to fry your brain with information overload when it comes to data and conversion research— plus, we can essentially do all of this for you, so you don’t have to.
To sum it up, there are two realms of data research that you can perform: quantity and quality. These two apply to not only the conversion rate but the steps forward and backward that influence it.
Research the Numbers
This is the type of data that most marketers, especially PPC experts like us, are most familiar with. It deals with all things numbers, charts, graphs, expenses, and back-end technology.
If you’re like us and you want specifics, here are a few examples of what is called Quantitative Research when it comes to conversion research:
- Conversion Rate Tracking. Shows various click-through rates, viewer impressions, shares, and email opt-in statistics.
- Traffic Reporting. Where web viewers are coming from, the number of views per page, backlinks, etc.
- Page Time Tracking: Load speed, the average time before CTA (call to action) is clicked, time spent on the page, etc.
- Mouse Activity: Scroll mapping, heat mapping, confetti and click mapping, exit-intent popups, where users most frequently leave the page.
- Device Stats and Volume: Different data viewable for desktop, mobile, and tablet versions of your site.
These logic and fact-based reports are your primary guidelines because they tell you in plain and simple positive or negative shifts where your CRO is at. With this wealth of information, you can approach improving certain areas of your LP to try to obtain better CRO.
Observe the People
Aside from the more numerical, techy statistics, there is also research that applies to the more human side of things: habits, emotions, opinions, and questions of your real-life users.
This is where feedback is invaluable to your research. Many call it Market Research. This type of research can be done via online surveys, questionnaires, polls, chat boxes, and so on.
What Do We Do With All That Data?
Data is like the proofreader and instructions on how to improve your persuasive speech— except it’s for a digital marketing campaign. You can read and analyze the requested edits, but nothing will make your speech better unless you apply those changes to improve it. The same applied to data. You have to act on what it shows you!
Why we are so serious about being data nerds at Owl SEM is for this exact reason. We are obsessed with taking the data of your conversion rate and researching how we can make it better for your business.
“ Marketing is easy to do wrong. But when you find someone who can do it right and consistently keep up with the research, it’ll change the game of your company.”
Insight Offers Opportunity for Growth
This statement is true both philosophically and realistically. The more insights you have the more you have room to adapt and improve.
With CRO research we can utilize both broad and detailed data to your advantage. When we optimize your site, we incorporate both the quantitative and qualitative data from before and make appropriate changes.
With these insights, we are able to learn a heck of a lot of useful information for the following aspects of your business:
- Your location’s competitors and how you compete
- Website visitors and ideal audience
- The functionality and effectiveness of your landing page
- Facts and evidence that you can improve your marketing– and we can help
- What your online viewers want, and don’t want
- Trends and market changes varying by season
- The value of your offer as it relates to what people search on the Internet
- How to utilize Search Engines to get your business found by people needing your service (our favorite!)
- Which version of your landing page performs its absolute best (A/B Testing, it’s called)
- The number of visitors you can reach from mobile, desktop, and tablet
- Key Performance Indicators (KPIs) of how you relate to the modern consumer
- and a ton more.
Need Help with Conversion Rate Research?
Once you see the value in matching your conversion research with your ideal audience, it seems like a piece of cake, right? But now what? What steps should you take next?
Let’s talk in real life and figure that out together. For all things marketing and conversions, we offer a Free Strategy Call for service-based companies just like you. We look forward to it!