Conversion Rate Optimisation
What is Conversion Rate Optimisation?
Conversion rate optimisation (CRO) includes all measures on a digital product (e.g. website, app) that lead to an increase in the conversion rate. Conversion always refers to a success on the product, for example, a purchase, the consumption of an article or video, or the submission of a form.
In order to achieve this goal, there are different areas which can be optimised:
Usability (How usable is my product?)
Content (How relevant, understandable and meaningful is my content?)
Layout / Design (How attractive and clear is my product?)
Customer-Journey (How is the user guidance on my product?)
It is always important that optimisation ideas are not simply implemented, but that controlled testing takes place in advance. This can prevent ideas from being implemented that ultimately have no or even negative effect on the performance of your product.
What methods can we use to optimise your digital product?
In addition to CRO, there are other forms of optimisation that can help you to increase the performance of your digital product and thus your success. Our method kit includes different approaches and approaches to get the most out of your website.
Digital Analytics
Digital Analytics, i.e. the tracking of your digital product, is an important cornerstone in optimizing your conversion rate. With a glance at your tracking figures, weaknesses can be identified, which can either be corrected immediately or serve as a basis for hypotheses and tests. Meaningful reports and dashboards are also essential for monitoring and ongoing optimisation.
Our data analysts support you in implementing the necessary training systems, reading your figures correctly and preparing them in such a way that you always have your most important KPIs in view.
A/B/n-Testing
A/B/n testing involves testing one or more variants of your digital product against its current state to determine if a change will have a positive impact on your KPIs. The main advantage of A/B testing on digital products is the ability to generate a very large number of tests to obtain a significant result. On this basis, decisions can be well-founded.
In addition to good test hypotheses and a structured approach, a functioning tool is crucial for the implementation of tests. Our expertise in this area lies primarily with Adobe Target and Google Optimize, the market leaders in this field.
Personalisation
Every person is different and ideally your digital product addresses every single user individually. By means of personalisation, different content can be played out in a target-group specific way, in order to provide the most relevant content for each user. Our CRO managers and data analysts will help you to divide your user data into segments and develop a comprehensive personalisation concept.
In addition, the personalisation of digital products, as in A/B testing, can address many users and thus provide significant insights into the measures taken.
Multivariate Testing
Unlike classic A/B/n testing, multivariate testing does not test entire variants against each other, but rather different combinations and variations of existing components. Multivariate testing is suitable, for example, for finding out which elements on your website have the greatest influence on the conversion rate. One disadvantage of multivariate testing is that large numbers of tests are necessary to achieve significant results.
Our conversion experts can help you decide which type of testing is best for your digital product.
Search-Engine-Optimization (SEO)
Search Engine Optimization (SEO) is one of the most important measures for websites. The goal of SEO is to build and improve your website in such a way that it is classified as particularly relevant by search engines such as Google and Co. and is therefore easier for (potential) customers to find. Since there is a multitude of interactions and synergies between CRO and SEO, the two measures should not be operated separately, but rather coordinated with each other.
Therefore, we as diva-e follow the approach of a continuous exchange between our experts in both fields to ensure that your website achieves optimal performance in all directions.
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Trust in experts for the optimisation of your website
Our CRO experts have a deep methodological and technical understanding, which is why they can provide support throughout the entire optimisation process. Starting with the development of optimisation ideas and the conception of tests, the tool decision, up to the final implementation of the use cases - we as diva-e are excellently positioned for each of these steps.
For this reason, we also pursue a holistic approach to the implementation of optimisation projects. Optimisation is not a one-time process, which is why we recommend to continuously improve your digital product for the user. Our best practice approach is a 5-step iterative process:
At the start of a CRO project, our experts begin by gaining a better understanding of your company and its goals. In stakeholder interviews and KPI workshops, we work with you to develop a strategy for maximising your conversion rate. This phase also includes a project setup with the respective responsibilities and a roadmap.
In the second phase, your users are the focus. To optimise your website it is essential to know and understand your users. Only this knowledge enables you and us to tailor the experiences on the site to their needs. For this purpose, we use the knowledge about your target groups that already exists in your company and enrich it further through web tracking insights and qualitative analyses.
In the third phase, we use the analyses and the understanding of your company and your users gained in the first two phases to derive optimisation ideas and test hypotheses. These ideas are prioritised based on objective criteria and collected in a testing backlog.
The next step is the conceptual development of your test ideas. Besides the definition of all necessary requirements, this phase is mainly concerned with the visualisation of the variants of your website to be tested. Here we are supported by our UX design team with its expertise.
In step 5, we validate the previously established hypotheses and target groups in A/B tests and, if necessary, transfer them into long-term personalisation campaigns. With the help of our testing & analysis tools, we create evaluations and derive recommendations for action.
A/B Testing with diva-e using the example of E.ON
diva-e has been working with E.ON for more than 4 years in the area of Conversion Rate Optimisation and was able to gain a lot of experience on the basis of Adobe Target, especially in the technical implementation of Use Cases. Since the start of the cooperation more than 100 personalization & A/B testing campaigns have been implemented.
