It gives us Marketers fits.
We work with our creative teams and our strategists to plan and execute top notch programs; we defend our substantial investments with the “best” content marketing money can buy, but about day 2, maybe 3, the realization begins to set in…
“…No one is submitting our stinking forms!”
It sounds easy enough. We need to simply love our users. We need to provide them with the best web experiences possible. After all, only emotionally invested people convert. Short of sending a basket of free cookies to every ghost IP that shows up on our pages, how do we show the love? How do we increase conversion rates?
Love your user…DATA
There is no magic button. Trust us, we’re bummed out about too, but increasing conversion rates and delivering emotionally impactful experiences take more than the BIG RED BUTTON approach. Fact of the matter is, it takes hard work. Hard work and loads of data. For the last several years we’ve been tucked away in the lab building a process that measurably (that’s the key here - measurably) improves conversion rates.
We need to know what makes you tick.
This phase is more than integration with our technology layer. It is also dedicated to understanding your business objectives and what success of the optimization effort will look like (KPIs). Our best clients believe KPIs span both brand and demand related metrics.
We will also be loading asynchronous tracking scripts to your site to begin establishing engagement baselines.
What excites your audience, and how can we measure it?
With a firm grasp of the business objectives (and loads of data in our coffers), we turn our attention to understanding the visitors currently trafficking your website.
Most importantly, trends that indicate failure to convert on the established KPIs.
We conduct an IA Review. This analysis is steeped in both behavioral analytics (think heat mapping) and market research (What experience are your users expecting? What UX are competitors providing?).
The aim of the IA review is to re-imagine the conversion funnel based on user behavior.
Now we get down & dirty with design.
This is where art meets science. Past work has shown us our clients who test small, get minor improvements in conversion.
Small tests are things like minor layout, buttons, and language usage in CTAs.
The biggest rewards go to those that harness the intelligence generated in the planning phases and go all in. The types of experiments that reap large improvements are things like site IA redesign, navigation overhaul, and some times redefining the definition of conversion (think purchase vs. freemium).
The good news is either way, we only experiment on a sampling of your overall traffic to minimize negative impacts of an inconsistent brand experience.
Humanizing our learnings
Once we’ve declared a “winner”, which is to say an experiment has become statistically relevant, several things happen: Best of all is the Insight that we’ve gained can now be leveraged to additional branding and marketing efforts. Our experimentation becomes the testing ground for larger organizational shifts.
Of course our conversion rates are through the roof and everyone cheers, your users can’t stop talking about you, you get that promotion, and everyone lives happily ever after.
And we swap the winning variation with the previous and begin again.
To learn more about our optimization services, visit our Experience Optimization Lab Recipe.
To learn more about XD Lab, visit our contact page.