CRO在你的工作中扮演着重要的角色 数字营销策略. Conversion Rate Optimisation (CRO) is widely thought to comprise of simply designing a home page or landing page that looks nice, 以及清晰显示的行动呼吁. There’s actually much more to CRO which, if done properly, can boost sales substantially. 即使你的转化率已经相当高了, CRO拥有巨大的潜力，可以进一步提高它. 彻底的CRO包括整个过程，而不仅仅是重新设计页面. 在这里，我们向你介绍每个网站都应该遵循的5个步骤 适当的转化率优化过程.

Step 1 – Research & profiling

Research & profiling

Before even beginning research, you need to invest in analytics, tracking, and survey tools. Many of these are readily available, fairly inexpensive (if not free), and extremely easy to use. 一些好的例子包括 Google Analytics and StatCounter for analytics, Crazy Egg for tracking, and SurveyMonkey and Zoho for surveying. 没有这些工具，你的整个 CRO process 被降级为仅仅是猜测, and you won’t be able to tell which of your optimisation strategies is actually working. 一旦你有了工具, 你需要知道你的访问者是如何看待你的, 他们有多喜欢他们所看到的, 以及如何让他们的整个体验变得更好.

How you can begin this process is by taking a step back and objectively reviewing your conversion funnel. This consists of the very first advertisement your audience comes across all the way to your ‘Thank You’ pages and post-sales follow ups. Analysing the entire funnel by looking at every contact point between you and your visitors can help you identify areas that they are dissatisfied with. 这时你就可以想出这些应该如何改进.

You can’t begin to devise a good strategy if you don’t know what appeals to your visitors. This begins with understanding the types of visitors coming across your advertisements, 搜索您的产品和服务, 来到你的网站. 深入分析，例如分析访问者的人口统计数据, lifestyles, and other preferences gives you a clear idea of what exactly your visitors want to be seeing.

Step 2 – Hypothesis & variables

Hypothesis & variables

一旦你收集了所有的数据, 你可以想出几种可能的方法来转化更多的访问者. Instead of simply changing the colour of your Call-to-Action links or making slight modifications to your site layout, 选择更大更剧烈的变化. These will produce the most visible results and in a much shorter time span. A quicker turnaround time means you can conduct more experiments and improve at a much faster rate. Deciding on your hypothesis and coming up with the variables you’d like to test depend very much on the type of testing you’re carrying out. The two most common methods are A/B testing, or split testing, and multivariate testing.

A/B testing 每次只需要更改一个特性, analysing results, 然后在下一轮测试中更改另一个特性. This can include any variable from heading size to the wording in your Call-to-Action. Multivariate testing, as the name suggests, involves testing several different combinations of features in the same round. If your website and pages are consistently receiving a large volume of traffic, multivariate testing can help you figure out which features of your pages need the most focus. A/B testing, on the other hand, is much simpler, faster, 如果你的访问者很少，这尤其有用.

Some good starting questions to ask yourself when thinking of variables to change are:

  • 当你客观地看待你的网站时，有没有什么让你厌烦的事情?
  • 你的网站加载速度有多快? 速度可以提高吗?
  • 你的字体清晰吗?
  • 你的网站文案是否太长，充满了技术术语?
  • 你的页面看起来杂乱吗?
  • 你的行动号召是否清晰且有启发性?

Step 3 – Design

Design

This step is where the variables you’ve decided on are incorporated into designing your new pages. While this step will differ depending on the variable(s) you’re choosing to test, there are several important general points you should consider while designing.

在创建新的线框时, if you feel that it doesn’t seem more attractive and visitor-friendly overall, 现在是重新考虑您正在测试的变量的好时机. 设计一个新页面进行测试，有时最终会包含许多更改. 如果你决定进行A/B测试, be sure to regularly check that your designs are directly testing the variable of choice, and only that. 通过多变量测试, it’s essential to ensure you have a range of different variable combinations adequate to produce meaningful results.

You should also aim to ensure that while you’re adapting your pages to suit your visitors preferences, the essence of what you’re trying to convey remains clear and continues to reflect well on your brand.

步骤4 -实施 & testing

Implementation & testing

This step requires a testing tool that can randomly assign your original and testing pages to visitors, 注意不同页面产生的转换. Some of the 最简单的测试工具 包括Google Analytics, optimely和Crazy Egg.

These provide comprehensive statistics and data analysis to show you whether changing your desired variable has had any impact on conversion rates, 以及这些差异的统计意义, if any. You can then decide whether to continue testing different forms of this variable, or to implement changes from your results and continue testing other variables.

Step 5 – Improvements

Improvements

The main goal of 转化率优化 是不断提高你的转化率吗. While one round of testing and implementing changes can increase your enquiries, 整个过程具有持续改进的巨大潜力. Once you’re done making all the big changes, you can move on to the smaller features on your pages. You’d be surprised at how much difference the colour of your Call-to-Action can make in prompting visitors to take action. 在每一轮测试之后, it’s crucial to take a step back once more and observe your entire conversion funnel to ensure that your changes in different segments are still making sense overall.

Of course, there are lots of other factors that should be considered during the 转化率优化过程, but through this introduction we hope you now have a better idea of the 5 essential steps every website should follow.

如果你想了解更多 转化率优化如何提升你的业务, get in touch 我们会安排一次免费的无义务咨询!