Richard Chapman outlines the latest in CRO news and advice, including why best practices can be a killer for your business.

Why Following Best Practice Could Be Bad For Business

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Are you currently relying on ‘best practices’ to get you through? As a marketing professional, it’s easy to see why best practice processes have a place. You have deadlines to meet, and they have to be met at a high standard.

It’s part of human nature to conform. You may try to resist the idea, but according to Hotjar’s content strategist, Louis Grenier, we’re all vulnerable to following the majority. That said, what works in one case may not work for another.

Grenier details some simple steps to show why ignoring ‘best practice’ and getting to the root of the problem could benefit you massively:

  • Get to your biggest problem, first. Ignore competitor activity and address your most troublesome problem immediately.
  • Identify the cause of the problem. Question why until you reach the root of the problem.
  • Come up with a hypothesis that you’re able to test. There are multiple ways to fix a problem, but no one size fits all. Identify hypotheses that are actionable and will yield results.
  • Test your hypotheses. The last step to break away from the pack? Testing. This will help you build a solution based on cold hard facts, instead of a ‘best practice’ template that may not work specifically for you.

In CRO, we’ve long found the above to be the best approach when solving our clients conversion conundrums.

Human Emotion And Advertising Insights

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The Adobe Think Tank forum 2017 presents some interesting insights into the not-so-distant future of digital marketing, concentrating heavily on the importance of connecting with users on a sentimental level.

How is that expected to happen?

Many of the contributors remarked that virtual reality will help consumers connect with a more immersive experience. While automation will help marketers gain access to real-time data and improve campaign measurement and success.

More specifically? Jill Cress, chief marketing officer at National Geographic, commented that one of the major challenges is, “moving beyond demographics to psychographics”. In other words, marketers will need to look past the flat data around their demographic and instead get to know their consumers on a much more intimate level with much more specific engagement data.

How To Optimise Your Product Pages For Success

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Creating product pages should be a simple step in your user journey – the place where they find the details they need about your product before adding them to their basket.

But what makes a great product page?

Shopify suggests that there are four things you need to create a great product page that really works:

  • Your product – shine a light on your product and answer questions about your product before the consumer has chance to ask them.
  • Your brand – the user may not even hit your homepage before they buy. That’s why your brand matters on product pages, so make it count.
  • Your copy – this is where your brand tone of voice and the product detail should come together in unison.
  • Your product page design and UX – consider design, and what is and isn’t included for a seamless e-commerce experience.

How To Design For Better User Experience

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Want to know how to increase conversion rates? Design will play a large role in the success of your site, so if you want to design for an excellent user experience, take a look at your usability.

Ayat Shukairy identifies five key areas of usability to perfect for better user experience:

  • Learnability – How easy is your system to use? Can a user learn how to use in a split second? If they can’t you may have already lost them.
  • Efficiency – The speed at which users accomplish a task using your system. Ask yourself, how long does it take them to check out? And how quick is your current site speed?
  • Memorability – It’s not very often that we remember a design. But if a user is unconsciously able to recall a design and its functionality, they will inevitably return to it for ease.
  • Forgiving design – Are there any errors your users could run into using your interface? Guide them through it. Whether it’s a form field misspelling or neglecting to fill out a required section, give them a little nudge. They’ll thank you for it with a purchase.
  • Satisfaction – How enjoyable is it for consumers to purchase from your e-commerce site? Have you thanked them with an automated email? Give them an enjoyable, simple experience they’ll enjoy and come back to time and time again.

Looking for support when it comes to turning your visitors into converting customers? Get in touch with our conversion rate optimisation team for more information.

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About the author:

RAR Nominated Finalist 2017 for Conversion Optimisation, Rich has more than seven years’ digital marketing experience. He has worked across a broad range of sectors with notable brands such as Halfords Autocentres, Scottish Power, Peugeot and Biffa. Rich specialises in Conversion Rate Optimisation & Analytics, and is Google Analytics (GAiQ) and IDM Digital Marketing certified.