Conversion Rate Optimisation

Research & Analysis

Understanding your users and audiences preferences and behaviours will help you to target them far more successfully, informing your hypothesis, decisions and A/B tests.

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The process of research and analysis for conversion rate optimisation (CRO) is a systematic approach to increasing the percentage of website visitors who complete a desired action on a webpage. This guide will delve into the basics of CRO research and analysis, providing you with the tools and strategies you need to understand and improve your conversion rates.
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Our Web Strategists & Website Designers Achieve An Average Increase In Conversion Rate Between 5 and 33%. What's your websites current conversion rate?

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By increasing your conversion rate and average order value you can make a huge difference to your bottom line and/or lead volume.

What is Our CRO Development Process?

Results Driven UX Web Design & CRO Methodology

As a Conversion Rate Optimisation And UX Web Design Agency, we use tried and tested frameworks to ensure our testing methodologies produce the best results for your business, growing leads, sales and fixing any website issues.

Each area forms part of our bespoke CRO programmes, allowing us to methodically structure our analysis and CRO testing which is then evaluated through agreed KPI's and transparent reporting to ensure you have a full picture of not only what we are doing, but why and the results achieved.

We have a team of expert Web Designers, Web Developers, Digital marketing experts and strategists, all here to help you grow your business online and produce stunning web design that really makes a difference.


So How Do You Start Researching For CRO?

Heuristic Analysis

The heuristic analysis process is systematic and involves several key steps. It starts with a comprehensive review of the website or landing page, focusing on elements such as navigation, content, layout, and design. The analysis is guided by a set of heuristic principles, which serve as a checklist for evaluating the user experience.

The Benefits of Heuristic Analysis
Heuristic analysis offers several benefits. It's a cost-effective method that requires few resources and can be completed in a relatively short amount of time. Moreover, it provides valuable insights into potential usability issues that might not be immediately obvious. These insights can then be used to inform A/B testing and other optimisation efforts.

The Limitations of Heuristic Analysis
While heuristic analysis is a powerful tool, it's important to note that it does have limitations. It requires a certain level of expertise in usability, design, marketing, and psychology. Additionally, it doesn't take into account user feedback, which can provide valuable insights into the user experience.

"We Are Web are one of the best agencies we have had the pleasure of working with."

Leon Savage
MD @Captivate

GA4 - A More Granular Way To View Your Data

Web Analytics & GA4 For CRO

Web analytics involves the collection, measurement, and analysis of web data to understand and optimise web usage. It provides insights into user behaviour, such as how users arrive at your site, what pages they visit, and how long they stay. This data can be used to identify areas of the website that are performing well and those that need improvement. If not setup already we will install GA4 and add tracking events that allow us to track and monitor users on your website. This process provides key information on which we can start to draft behavioural hypothesises on of your users, which in turn will dictate the types of A/B tests we undertake on your behalf.

More about Google Analytics 4 (GA4)
GA4 is the next generation of Google Analytics. It's designed to provide more insightful and useful analytics, especially in a world where privacy regulations are becoming more stringent. GA4 uses an event-based model, which is a departure from the session-based model used in previous versions of Google Analytics. This model allows for a more detailed understanding of how users interact with your website or app.

Key Features of GA4
GA4 introduces several new features that make it a powerful tool for web analytics.
These include:

The Google Tag (gtag.js): This is a site-wide tagging system that simplifies the process of sending data to Google Analytics.
Stronger predictive insights: GA4 uses machine learning to generate data models that can provide predictive insights, helping you to anticipate future user behaviour.
Native integration with Google BigQuery: This integration allows for more complex data analysis and reporting.
Data-driven attribution: This feature assigns credit to more than just the most recent click, providing a more accurate picture of the user journey.
Default anonymization of IP addresses: This feature enhances user data privacy.Using GA4 to Analyse DataGA4 provides a range of tools and features to help you analyse your web data.

These include custom reports, advanced filtering options, and the ability to track custom events. By leveraging these tools, we can gain a deeper understanding of your users and how they interact with your website or app, helping to inform our strategies and how we optimise your website for conversions.

Ask And You Shall Receive

User Surveys

In the realm of CRO, understanding your users is paramount. User surveys are one of the most effective ways to gain this understanding and something we use on a regular basis. They allow you to ask your users direct questions about their experiences, preferences, and behaviours on your website. This can provide insights into why users behave the way they do on your website, what they like and dislike, and what factors might influence their decision to convert.

Crafting Effective User Surveys
Creating an effective user survey involves more than just coming up with a list of questions. It requires a strategic approach that takes into account the goals of the survey, the characteristics of your audience, and the best practices of survey design. The questions should be clear, concise, and relevant to your objectives. Moreover, the survey should be easy to complete, with a user-friendly design that encourages participation. We often place these surveys at strategic action points on the website, when a user clicks a certain button, moves to the checkout, of leaves the site for instance. This way we can target very precisely against the questions we ask your users.

Analysing Survey Data for CRO
Once we've collected your survey data, the next step is to analyse it. This involves looking for patterns and trends in the responses, identifying key insights, and interpreting these insights in the context of your CRO goals. The insights gleaned from your survey data can help us identify areas of your website that are performing well and those that need improvement. They can also inform our A/B testing efforts, helping us to make data-driven decisions about how to optimise your website for conversions.

Implementing Survey Insights
The insights gained from your user surveys will not just sit in a report; they will be actively used to inform our CRO efforts. This might involve making changes to your website based on the feedback received, or it could involve conducting further research to delve deeper into particular issues or trends identified in the survey data. The key is to take action on the insights  gained, using them to drive improvements in your website and your conversion rate.

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"We Are Web are one of the best agencies we have had the pleasure of working with."

- John Whatson.
Director @Slippershop

That All Sounds Well And Good But How Does CRO Work?

Heat Map & Click Tracking

Heatmap and click tracking are two powerful tools that can provide valuable insights into user behaviour, helping us to optimise your website and increase conversions. There are a few different tools we use to do this that provide valuable information we forge into the strategy.

So What Is A Heatmaps and Click Tracking
A heatmap is a graphical representation of data where individual values are represented as colours. In the context of a website, a heatmap can show you where users are clicking, how far they are scrolling, and what areas of a page they are focusing on. This can help us to understand what elements of your website are attracting attention and which ones are being ignored.

Click tracking, on the other hand, is a method of collecting data on where users click on one of your webpages. This can provide insights into what links, buttons, or other interactive elements are being used by your visitors.

The Role of Heatmaps and Click Tracking in CRO
Heatmaps and click tracking play a crucial role in CRO. They provide a visual representation of user behaviour, helping you to understand how users interact with your website. This can inform your optimisation efforts, helping you to make changes that will improve the user experience and increase conversions.

For example, if a heatmap shows that users are not scrolling down to important content at the bottom of your page, you might decide to move this content higher up on the page. Similarly, if click tracking data shows that a particular button is not being clicked as often as you would like, we might decide to make this button more prominent or change its wording to make it more enticing.

Once we have collected enough data, we can start analysing your websites heatmaps and click tracking reports. Look for patterns in the data and try to understand why users are behaving the way they are. This will help us to make informed decisions about how to optimise your website.

R.O.I. is what we do!

Dedicated To Helping You Improve Your Online Performance.

“With over 30 years collective experience across various industries, We Are Webs team of experts, are uniquely positioned to help your business grow”

Jamie Carter
Managing Director
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