One of the themes at this year’s Smart Retail Tech expo is performance and how best to drive brand growth. It’s music to my ears when I hear industry experts talking about performance and ways to boost it because, at All human, we have a Digital Performance team. This group of dedicated conversion rate optimisation (CRO) experts are responsible for continuously tweaking, experimenting and making the necessary changes to client’s digital products to keep increasing engagement and drive results.
Test and experiment to get the desired results
As I explained in my blog why Conversion Rate Optimisation (CRO) is critical for digital channel growth, there are a number of stages in the All human ‘Digital Performance’ continuous cycle of optimisation:
- Research & insights
- Test & measure
We believe there’s no one solution to different user experience problems. Our job is to find the right solution for the problem at hand. We relentlessly evaluate our theories through testing and experimenting with different user experience (UX) solutions. We can test and learn from several ideas within weeks, avoiding long, drawn-out development cycles.
Experimentation gives you the power to put the consumer at the centre of everything that you do - getting to better understand how they think and act online. By testing our ideas instead of directly implementing them, we ensure only successful design changes are implemented, reducing risk to the business and avoiding unnecessary digital investment.
For example, when we were working on a project for one of our larger clients, we discovered during usability testing that users expected to enter checkout directly when clicking on the "Checkout" button, when it was actually linked to the basket. So, we ran an experiment.
We wanted to see if adding another call to action(CTA) to “View Basket” separate from “Checkout” would reduce confusion and create two distinct pathways for customers.
Which layout do you think resulted in more sales in this test?
Opportunity to win
We are giving you the chance to win a free website CRO audit which will include:
- A visual analysis of key pages with a CRO / UX lens
- Examples of problem areas
- Potential experiment ideas
- A short presentation to go through findings
All you have to do is submit your answer to which variant won along with your details and you will be entered into a draw for a free CRO website audit.
Draw closes Friday, March 19th at 5pm GMT. The winner will be notified by email.
Click here to enter the draw.
*Please note that since we will not have access to analytics or user research, the audit is simply to demonstrate some experiment ideas based on our experience in CRO. If you would like a full in-depth analysis of user behaviour on your site, we are happy to provide you with a quote.
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