One of the core ideas of Conversion Rate Optimisation is finding the main obstructions to users trying to complete your goals.
There are countless ways that users can lose confidence or be put off, so it’s difficult to know where to start when it comes to on site optimisation
Numerical data analysis is highly valuable; it gives you information on where customers are dropping out and the effectiveness of your campaigns. However it does not give you the reasons why people are dropping out.
Issues outside of the norm…
It’s true that there are some known behavioural assumptions, especially in E-commerce. There will always be more products browsed than bought for example. However small increases in the flows between product browsing, product selection, adds to basket and checkout views lead to more opportunities and more sales. Therefore whatever gains can be made can have a knock on effect on your conversion rates.
To make these gains however, you need to know the reasons why users drop -out if not for the “just browsing” reason. Are there fundamental flaws in your process? Or is there a small change that can be made to win those extra basket and checkout views that have the potential to gain you extra sales and conversion?
One of the easiest ways to find out these potential issues is to ask your users questions. Targeted at the right time and in the right place, customer surveying can give insight that you could never gain from numbers alone. It will help you find single flaws and ongoing themes, for which you can then create strategies to answer on a continuous basis to help drive performance.
There are two simple questions that you need your customer surveying to answer. This is not just specific to digital marketing; they are marketing questions that have always been asked, just in different ways:
• Why do people buy from us?
• Why people who should buy from us don’t?
The second of those two questions focuses on weaknesses. Why do those individuals who are your target market, in the buying phase of the purchase cycle, drop out.
Added to this you want to know what you are good at. Knowing your strengths can give you some ammunition to help persuade those reluctant users. That’s where the first question comes in. It also helps you to understand what not to change!
One of the biggest benefits of Digital Marketing is there is a whole host of tools that can help to collect all kinds of data, including Customer Feedback. Below are just a couple of tools that can be used, quickly and easily, to collect the right kind of customer feedback to aid conversion rate optimisation.
Qualaroo – Pre Sales Feedback – Finding Weaknesses
Qualaroo is great for asking timely and targeted questions of those users who are abandoning your conversion process. It has a range of filters as well as being able to identify when a user is abandoning a page. The example below is from one of our clients looking to find out how easy the site is to use:
Survey Monkey – Find your strengths
Survey Monkey is just one example of how post sales surveys can be carried out online. We’ve used it with clients to collect information on purchase rationales for our client N.Peal. Through analysis, this information gives us insight into the business strengths which we can then use in their campaigns and onsite content to help be more persuasive.
Find out more, convert more…
As well as the numerical data to help you understand how you are performing, your users hold the key to unlocking and comprehending the real reasons for what’s happening.
The more information you can find on your strengths and weaknesses, the more effective your digital optimisation efforts would be.
You can build targeted strategies to overcome your major barriers to conversion, as well as promote the strengths you may not be aware of.
All of this information combined can help you to start optimising with immediate impact.