Service Overview

Conversion Rate Optimisation campaigns

Service Overview

Why don’t they just convert?

A phrase that can be said by both an ultra religious leader and a website owner in despair. Yes, why don’t they tho? Well, we don’t care about the religious leader, but if you are a website owner, you need to understand your users and identify friction points in their journey towards conversion.

Conversion rate optimization (CRO) is the practice of increasing the percentage of users who perform a desired action on a website. Desired actions can include purchasing a product, clicking ‘add to cart’, signing up for a service, filling out a form or making a phone call. The CRO process involves understanding how users move through your site, what actions they take and what’s stopping them from completing not theirs, but your goals. Not unlike a religious leader, you need your audience to be faithful and loyal to you, trust you and do what you are asking them to do, namely, buy your product (again: not unlike a religious leader).

CRO is a highly valuable, cross-disciplined activity, involving data analysis, design changes and technical implementation. Amen.
Benefits of CRO

Get better control over how your customers interact with your website and the steps they take toward conversion.

  • Higher profits

    If more of your customers are making it to your conversion pages, you pay the same amount to attract customers, but raise the number of actual buyers. This means only one thing: higher profits and Return On Ad Spend (ROAS).

  • Increased traffic

    Higher conversion rates mean customers are finding it easy to navigate your site and head towards a desired conversion. Higher converting visitors spend more time on your site, leave more positive reviews and leave as satisfied customers, sharing their positive experience with others, therefore increasing traffic on your website.

  • Customer-centric decisions

    Filter any proposed changes through the eyes of your customers, not the preferences of your web designer or your own preferences. Customer-centric decisions about design, copy or ad placement have a better chance of increasing your conversion rate.

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How we approach a CRO campaign

In Double Dot we have a multi-disciplinary approach that aims to increase the conversion rate of your website.

  • Baseline current position: Calculate the current conversion rate and other important performance metrics (time on site, bounce rate, etc).
  • Use quantitative tools to uncover what is happening.
  • Employ qualitative tools to uncover why things happen.
  • Put all these together on a CRO Audit that aims to identify problematic areas and propose changes.
  • Implement changes and A/B test.
  • Produce post-fixes reports and select a winner.
Some common CRO tactics

It is always important to have a client-centred approach when performing a CRO campaign, in order to:

Quantitative tools to uncover what

Quantitative tools allow you to collect quantitative (numerical) data, to track what is happening on your website. They include:

  • General analytics tools that track website traffic (e.g. Google Analytics).
  • Website heat map tools that aggregate the number of clicks, scrolls and movement on a page (e.g. hotJar, crazyEgg).
  • Funnel tools that measure when visitors drop off from a sales funnel.
  • Form analysis tools that track form submissions.
  • Customer Satisfaction (CSAT) tools that measure customer satisfaction, on a scale from 1 to 10.
  • Tools that use the Net Promoter System to measure the likelihood of people recommending your website/product to someone else, on a scale from 0 to 10.
Qualitative tools to uncover why

Qualitative tools help you collect qualitative (non-numerical) data, to learn why your website visitors behave in a certain way. They include:

  • Website feedback tools (on-page and external link surveys), where visitors are asked questions about their experience.
  • Website session recording/replay tools that show how individual users navigate through your website.
  • Usability testing tools, where a panel of potential or current customers can voice their thoughts and opinions on your website.
  • Online reviews, where you can read more about people’s experience of your brand and product.
Tools to test and measure

There are specific tools to test changes and measure improvements, then make necessary changes and report on them, to make sure that the conversion optimization efforts are in the right direction. They include:

  • A/B testing tools that help you test different variations of a page, to find the best performer (recommended for high-traffic sites), so you can be certain your results are statistically valid.
  • Website heat map and session recording tools that allow you to compare different variations of a page and the behaviour on it.
  • Conversion-tracking analytics tools that track and monitor conversions.
  • Website feedback tools (like visual feedback widgets or NPS dashboards) that help you collect qualitative feedback and quantify it, so you can compare the before/after response to any change you made.

Let’s have them all praise the Lord (your website)


We love using these tools for CRO

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