Don't let anyone convince you otherwise. CRO isn't magic.
It also isn't guesswork or just following a set of predefined best practices.
It isn't even mostly running A/B tests (although that's certainly an important tool for CRO agencies).
When done right, CRO is actually a rigorous investigative and scientific process. It's a process that uses data to increase revenue in ways that are most meaningful to your business.
For many eCommerce businesses, this might mean focusing first on reducing cart abandonment. But for others it may mean striving to increase the average order value.
In B2B businesses selling services or other higher-priced products offline, CRO may zone in first on lead education and building domain authority with decision makers.
Of course, eventually you'll want to optimize every step of your funnel, to maximize the value of every lead and every sale.
All of it matters.
Yet no matter what kind of business you have, following a structured CRO process with a knowledgeable conversion rate optimization partner is key. Invariably you'll get much better results than guessing and experimenting on your own, throwing ideas against the wall to see what sticks.
Are your analytics actually lying to you?
Sure, you have Google Analytics set up, plus (hopefully) Google Tag Manager and Search Console as well.
But did you know that 78% of analytics configurations aren't set up properly?
If you want to improve your conversion rate, you need to be able to rely upon accurate data to make critical decisions.
That's why at Polished Geek we begin every CRO project with an in-depth analytics audit.
In addition to finding and fixing any analytics issues, we'll discuss your goals and objectives for optimizing your website, and ensure that measurements are in place for tracking progress against them.
A Google Analytics audit can help answer questions such as:
- Is your bounce rate being tracked accurately, so it's a genuinely useful metric? Or are GA settings configured in such a way that your bounce rate is being artificially measured as much lower than the reality? (This is a very common issue.)
- Is Google Analytics giving you all the data points you need to measure the performance of each sales funnel and market segment?
- Can you tell what elements of your website will make the biggest impact when optimized?
- Are you able to measure the true performance of your social media and content marketing campaigns?
- Is user engagement being measured, allowing you to uncover which website content not only brings in traffic, but more importantly, brings in high quality leads that convert ?
As you can see, just having Google Analytics set up isn't good enough on its own.
You need to ensure GA is set up in ways that allow you to track, collect and measure a variety of data in a reliable way. We can help you with that.