Devstars
Conversion Rate Optimisation for SMEs is often overlooked compared to high-volume e-commerce websites. However, you can get significant results even on websites with lower volumes by iteratively improving your landing pages and forms.
We’re talking more leads or sales for the same amount of traffic. Who wouldn’t want that? Websites are dynamic platforms and should be built to adapt to market and usage changes and developed over time.
We always recommend clients start with minimal viable product (MVP) sites and learn from their users. A wealth of data and tools is available to help guide this process. Here’s how we approach CRO for SMBs
Ideally, this should be a workshop, but we will create a question sheet on smaller questions to gather the information needed from the key business stakeholders.
We will ask our clients about the following:
This initial research helps us focus on guiding the right type of visitor to the best outcomes for the business or organisation.
Next, we must ensure that GA4 is set up correctly with the correct tracking codes (events, custom dimensions, filters, libraries etc).
Once GA is set up correctly, allowing at least two weeks is important to ensure sufficient and quality data is coming through.
Initially, we will conduct our first wave of analysis based on the best practices and experience of conducting a/b tests and experiments on hundreds of websites for the last 25 years.
We will often return to this following our dive into the data.
In digital analytics and user experience optimisation, Hotjar stands out as a beacon for qualitative research.
Unlike traditional analytics tools that offer volumes of quantitative data — like page views or bounce rates — Hotjar delves deeper into the human side of user interactions. Hotjar provides invaluable insights into how real users navigate, interact with, and feel about a website through features like heatmaps, session recordings, and on-site surveys.
Such granular observations illuminate potential pain points, barriers, and moments of delight in a user’s journey.
While quantitative tools tell you what is happening on your site, Hotjar gives you the why behind those actions, making it an indispensable tool for businesses seeking a holistic understanding of their audience’s behaviours and preferences.
Whilst there is a free version, we recommend using the Business plan for a month to provide a good data pool. You can view pricing here.
Once we have a good pool of data, we can then analyse:
Here we can dig into:
Using the research data, we can suggest ways the content and UX can change to reduce friction and increase conversions. In an ideal world, these would be A/B tested before going live.
There are several commercial alternatives to Optimize, some with free trials and some with free but limited plans (VWO for instance).
Optimizely is a popular A/B testing tool that offers various features, including multivariate testing, feature flagging, and personalisation. It is a good choice for businesses of all sizes.
VWO Testing (formerly Visual Website Optimizer) is another popular A/B testing tool that is easy to use and offers a variety of features. It is a good choice for businesses of all sizes, especially those with limited technical resources.
Kameleoon is a more advanced A/B testing tool that offers features such as real-time personalisation and AI-powered recommendations. It is a good choice for businesses that want to get the most out of their A/B testing efforts.
Zoho PageSense is a comprehensive A/B testing and analytics platform that offers features such as heatmaps, session recordings, and funnel analysis. It is a good choice for businesses wanting to get insights into how their website visitors interact with their content.
https://www.zoho.com/pagesense/
Crazy Egg is an easy-to-use tool that will integrate easily with Google Analytics and Salesforce. It is a popular tool among businesses of all sizes, as it is easy to use and offers a variety of features.
High-end tools come with high-end price tags. But remember, a smaller budget means something other than compromising on quality. Look for cost-effective solutions that make sure to include features.
A/B testing does need volume, so it may take a lot of work to get good results with smaller visitor numbers.
While huge traffic numbers might give you a momentary high, the relevance of that traffic truly counts. SEO and CRO, when combined, create a symphony of quality and quantity.
Change is the only constant. Keep a finger on the pulse of your CRO metrics and be ready to pivot when needed.
No. While it’s significant, especially for e-commerce giants, there’s a whole world beyond A/B testing in the CRO realm.
Multivariate tests analyse multiple variables simultaneously, while A/B tests compare two webpage versions.
User feedback, customer journey analysis, and usability testing are gold mines for service-oriented businesses.
It’s a continuous process. However, a comprehensive review every quarter is a good benchmark.
Each tool must be able to replace the authentic and personal insights derived from direct customer feedback.
Embarking on the Conversion rate optimisation journey for small and medium-sized businesses after Google Optimize Sunsets is like venturing into uncharted waters. But, equipped with the right toolkit and mindset, SMEs can navigate and set sail to unimagined horizons. The sunset of Google Optimize is less of an end and more of a new dawn in the vast world of CRO.
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