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The best technique for improving conversion rates is simulating the process that customers go through. Sitting down in a session, going from start to finish, note what they see/hear/read. And then overlay that with the data on how well each step has gone.
To take it a step further, you can repeat this, with actual customers, where they share a screen recording, or they do it live. This helps to uncover where potential issues may lye.
That is the best way to find opportunities to increase conversion rates. You can also use data to help you zoom in on particular areas, to understand why customers are dropping off at a certain point, this can be as simple as, the conversion button isnโt viewable on the screen, where most people drop off. Or someone wasnโt sure they should press the button – because they didnโt know what would happen next. Which is why pairing the data, with the customer journey is so valuable.
Metrics you could look at:
- Conversion by traffic source, and conversion by traffic source by device
- Conversion by geography
- Conversion by time of day
- Conversion by piece of content, or URL/internal source
These should help you find where air is potentially leaking from the system – and in turn decreasing your overall conversion rate.
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This is part of ourย Guide to Conversion Rate.
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