{"id":3596,"date":"2021-05-24T00:00:00","date_gmt":"2021-05-24T07:00:00","guid":{"rendered":"http:\/\/owlsem.com\/?p=3596"},"modified":"2023-11-14T07:52:29","modified_gmt":"2023-11-14T15:52:29","slug":"conversion-rate-research","status":"publish","type":"post","link":"https:\/\/owlsem.com\/conversion-rate-research\/","title":{"rendered":"Why We Use Conversion Rate Research On Landing Pages"},"content":{"rendered":"

Now that we\u2019re familiar with Conversion Rate Optimization (if you’re not, head over to <\/span>read this article<\/b><\/a> before moving ahead!), we\u2019re going to explain the research process.\u00a0<\/span><\/p>\n

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.\u00a0<\/span><\/p>\n

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.\u00a0<\/span><\/p>\n

We know it can seem complicated at first\u2014 but with the right practices, tools, and observations it\u2019s possible to use conversion rate research to increase your revenue goals and outgrow your competitors!<\/span><\/p>\n

What Does CRO Research Do?<\/span><\/h2>\n

The first thing you need to realize is that there are probably at least a few \u201c<\/span>friction points<\/span><\/a>\u201d in your sales system, especially your website or LP (<\/span>landing page<\/span><\/a>). These can be huge red flags like\u2014 absolute crap copywriting\u2014 or tiny yet psychologically important details such as proper button placement or structure of included key phrases within a website.\u00a0<\/span><\/p>\n

We\u2019ve said it before, but we\u2019ll 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!<\/span><\/p>\n

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Let\u2019s Talk Data.<\/span><\/h2>\n

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?\u00a0<\/span><\/p>\n

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 \u201ccan\u2019t live without it\u201d data\u2014 things like page visits, viewer activity, click-through rates, mobile compatibility, keywords, loading speeds, and mouse mapping.\u00a0<\/span><\/p>\n

If you don\u2019t know what these things are, don\u2019t 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\u2014 plus, we can essentially <\/span>do all of this for you<\/span><\/a>, so you don\u2019t have to.<\/span><\/p>\n

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.\u00a0<\/span><\/p>\n

Research the Numbers<\/span><\/h3>\n

This is the type of data that most marketers, especially <\/span>PPC experts<\/span><\/a> like us, are most familiar with. It deals with all things numbers, charts, graphs, expenses, and back-end technology.\u00a0<\/span><\/p>\n

If you\u2019re like us and you want specifics, here are a few examples of what is called <\/span>Quantitative Research<\/span><\/i> when it comes to conversion research:<\/span><\/p>\n

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  1. Conversion Rate Tracking. Shows various click-through rates, viewer impressions, shares, and email opt-in statistics.<\/span><\/li>\n
  2. Traffic Reporting. Where web viewers are coming from, the number of views per page, backlinks, etc.<\/span><\/li>\n
  3. Page Time Tracking: Load speed, the average time before CTA (call to action) is clicked, time spent on the page, etc.<\/span><\/li>\n
  4. Mouse Activity: Scroll mapping, heat mapping, confetti and click mapping, exit-intent popups, where users most frequently leave the page.<\/span><\/li>\n
  5. Device Stats and Volume: Different data viewable for desktop, mobile, and tablet versions of your site.<\/span><\/li>\n<\/ol>\n

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    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.\u00a0<\/span><\/p>\n

    Observe the People<\/span><\/h3>\n

    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.\u00a0<\/span><\/p>\n

    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.<\/span><\/p>\n

    What Do We Do With All That Data?<\/span><\/h2>\n

    Data is like the proofreader and instructions on how to improve your persuasive speech\u2014 except it\u2019s 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!<\/span><\/p>\n

    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.\u00a0<\/span><\/p>\n

    \u201c Marketing is easy to do wrong. But when you find someone who can do it right and consistently keep up with the research, it\u2019ll change the game of your company.\u201d\u00a0<\/span><\/p>\n

    Insight Offers Opportunity for Growth<\/span><\/h2>\n

    This statement is true both philosophically and realistically. The more insights you have the more you have room to adapt and improve.\u00a0<\/span><\/p>\n

    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.\u00a0<\/span><\/p>\n

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    With these insights, we are able to learn a heck of a lot of useful information for the following aspects of your business:<\/p>\n