Conversion Rate Optimization

Where Data Science Meets Sales

Abandoned shopping carts, customer complaints and low sales on your website are all symptoms of a conversion rate problem. Conversion Rate Optimization (CRO) is a way to scientifically measure, evaluate and address your website's effectiveness. CRO uses analytics and customer behavior to improve your results by identifying and targeting metrics that are important to your business.

Data science based CRO is takes things even further. Applying data science to your ecommerce program on a regular basis helps you see and correct issues you didn't know you had or take advantage of opportuities you didn't know existed.  Our CRO Service can be requested on demand to solve problems or we can engage in a regular ongoing process of data review and assessment.

  Conversion Rate Optimization Steps

1: Identify Critcial Actions

To optimize conversion rates, you have to know what, where and who to optimize conversions for. This means breaking down your checkout conversion rate into a series of micro conversions that can be used to define your sales funnel.

Successful CRO strategies all rely on this mapping. From the quantitative data we gather, we'll determine who, how and where that define key actions that lead to a conversion.

2: Gather Data

Data ensures your vision remains clear, which is why its critical. If you think you have a conversion problem and don’t confirm it with data, then you’re making changes based on gut feelings or bias that comes with being an insider.

Use your gut to suspect a problem but let your brain confirm it with data before acting.

3: Develop CRO Goals

Once we review your conversion data and identify critical factors, we can make hypotheses. Hypotheses are the basis for the changes we recommend to improve results. We’ll set goals for the improvement we expect from changes and track results.

4: Consider Qualitative Data

Quantitative data gives us facts about what happens on your website but not why. After determining sales funnel actions, you may want to gather more data from users. On-site surveys, user testing and post-purchase satisfaction surveys are all strategies you might consider.

We can make improvements without this step, but depending on the problem you want to solve it may be wise to include this step.

5: Plan Actions

Once you've verified conversion issues, identified your sales funnel and set goals its time for CRO actions. CRO actions are driven by data and measured by results. Common CRO actions include alterations to navigation, checkout, shipping, colors & graphics, page & feature arrangement and product configurations.

We’ll look to set up tests first to see if what we suspected would happen really happens. If not, we’ll adjust tactics accordingly

6: Measure Results

The final step is to continue to review results to ensure they are retained over time. 

  Conversion Rate Optimization Steps

1: Identify Critcial Actions

To optimize conversion rates, you have to know what, where and who to optimize conversions for. This means breaking down your checkout conversion rate into a series of micro conversions that can be used to define your sales funnel.

Successful CRO strategies all rely on this mapping. From the quantitative data we gather, we'll determine who, how and where that define key actions that lead to a conversion.

2: Gather Data

Data ensures your vision remains clear, which is why its critical. If you think you have a conversion problem and don’t confirm it with data, then you’re making changes based on gut feelings or bias that comes with being an insider.

Use your gut to suspect a problem but let your brain confirm it with data before acting.

3: Develop CRO Goals

Once we review your conversion data and identify critical factors, we can make hypotheses. Hypotheses are the basis for the changes we recommend to improve results. We’ll set goals for the improvement we expect from changes and track results.

4: Consider Qualitative Data

Quantitative data gives us facts about what happens on your website but not why. After determining sales funnel actions, you may want to gather more data from users. On-site surveys, user testing and post-purchase satisfaction surveys are all strategies you might consider.

We can make improvements without this step, but depending on the problem you want to solve it may be wise to include this step.

5: Plan Actions

Once you've verified conversion issues, identified your sales funnel and set goals its time for CRO actions. CRO actions are driven by data and measured by results. Common CRO actions include alterations to navigation, checkout, shipping, colors & graphics, page & feature arrangement and product configurations.

We’ll look to set up tests first to see if what we suspected would happen really happens. If not, we’ll adjust tactics accordingly

6: Measure Results

The final step is to continue to review results to ensure they are retained over time.