Conduct a Conversion Rate Optimization Audit
The next step is to collect and analyze website performance data. How? Run a CRO audit. This will give you actionable insights on how to run specific tests and improve your conversion rate.
Having one goal for the audit will help you take practical steps to address any problems. For example, you might ask yourself, “Why are people leaving my product page without converting?” When you choose one specific goal for one specific page, you’ll have an easier time implementing meaningful changes faster. Your audit shouldn’t sit in the depths of Google Drive, but you should aim to take action based on it as soon as possible.
Conduct CRO audits on the parts of your site mentioned in the above section including pages with the most traffic, high-intent pages or pages with high bounce rates. The page you audit should be directly related to your conversion goal, whether that’s more demos booked, more webinar sign-ups or anything else.
There are generally three components that make up a complete CRO audit:
1) Technical: Check for on-page SEO, page load speed and mobile optimization. Are you using the right keywords in the right places? Is a slow loading speed causing visitors to leave your site? Can people see your pages the way you intended no matter what device or browser they’re using?
2) Design &UX: Assess the colors, fonts and images you use on your site as well as your page layouts. Your goal is to make the most important information stand out and to give users a frictionless experience.
3) Copy: Pay special attention to your headlines and CTAs. Evaluate whether your pages include all the information your visitors need to make a buying decision and ensure all your copy is relatable and action-oriented.
When auditing your page, put yourself in your customer’s shoes. Ask yourself what information you would need to make a buying decision. What questions would you have? Answer them on this page. For example, mention the support services you offer and all available integrations.