Introduction
Unfortunately, some conversion rate optimization (CRO) agencies give the impression that CRO services are a luxury. We’re here to tell you that it isn’t true! CRO on a budget is possible, and we want to share how.
Set Clear Conversion Goals
First, you want to know what your goals are. Defining specific and achievable conversion goals will help you plot the course for success and keep you focused. Examples of general conversion goals include, but are not limited to, an increase in newsletter/email sign-ups, sales conversions, form submissions, etc.
If you have several goals, you should prioritize them by value and difficulty before taking your next step. Focus on goals that can make the biggest impact the quickest.
User Research
- User Tests: If you have a low-traffic site, chances are it’s difficult to gain user behavior insight. However, all is not lost until traffic picks up. A good place to start is with user tests. Grab several friends and/or people you may know who fit your target audience. You could also use services such as User Testing or Lyssna (formerly Usability Hub). Have your test users use your site and provide feedback about what works well and what doesn’t, or any friction points encountered. Through user testing, you can gain valuable insights to help you start to understand user behavior as well as areas your site needs to improve in user experience.
- User Behavior Tools: If you have enough traffic, you can also utilize free tools, such as Google Analytics and Hotjar, or have a free trial, such as Crazy Egg, to understand user behavior on your website. Through qualitative analytics gained from session recordings and heatmaps, you will have a better understanding of how users interact with your website or landing page. This, too, can help you identify friction points and areas that need improvement.
- Feedback: Analyze customer feedback, reviews, surveys, and support inquiries for insights. Popular survey tools include Survey Monkey, Lucky Orange, and Hubspot.
A/B Testing
As a cornerstone of CRO, A/B testing is a must. Fortunately, there are some affordable and even free A/B Testing tools. One of the best options for A/B testing is the VWO (Visual Website Optimizer) platform, which offers a free starter plan that allows up to 50,000 sessions/month. The VWO platform offers A/B, split, and multivariate testing abilities, as well as session recordings and heatmaps, and integrates with Google Analytics, Adobe Analytics, WordPress, Shopify, and more.
Social Proof and Trust Signals
Social proof and trust signals can help set your visitors’ mind at ease and help them decide to turn into customers. Leverage social proof through customer testimonials, reviews, or case studies. Display trust signals such as security badges, certifications, and affiliations to build trust with visitors.
Optimize Mobile
Smartphones are increasingly relied upon these days. Failure to optimize your mobile site can have a negative effect on your mobile conversions, which impacts your overall conversion rates. So, don’t overlook or negate the importance of optimizing your mobile site. Find out more about CRO for mobile devices.
Conclusion
With dedication and a strategic approach, you can effectively implement CRO on a budget and still see improvements in your conversion rates. By setting clear goals, understanding your audience, optimizing your website, and utilizing free tools and techniques, you can enhance the user experience and ultimately drive more conversions without a hefty financial investment.