Performance Marketing

Measure & Optimize

We help to measure and optimize the key performance indicators (KPIs) of your web-based platform. Conversion rate optimization (CRO) via A/B testing or multivariate testing is our specialty, as well as personalization based on your customer's and visitor's data.

Consistent and continuous optimization of your landing pages and general content is a complex and extensive task. No matter how you drive traffic to your platform, you want to get the most out of your budget — we help you get it.

Apart from web analytics and conversion rate optimization, we also help with on-page search engine optimization (SEO) and web performance optimization ("PageSpeed", your platform's speed).

If you'd like us to support you, just send us an inquiry and we'll get back to you.


Understanding Conversion Rate Optimization

"Conversion rate optimization (CRO) is the systematic process of getting more visitors to take a specific desired action."

Although this definition is correct, it is a bit misleading. A more holistic approach would be to ask: "How do we optimize our website so that our business will grow?

In essence, conversion rate optimization is about better marketing on all channels.

Approaches to Optimization

Common approach: Based on personal gut feeling and limited, non-structured research, changes are made to pages — mainly the homepage — in the hope that conversions/sales will increase.

Better approach: By setting up and analysing funnels for all major conversion points, the biggest drop-offs are identified. Once it is understood where the problem is, effort will be put into identifying what the problem is. The optimizer seeks to understand the customers better — their needs, sources of hesitation, possible thoughts they might have. He gathers quantifiable data to understand what people are doing on the site, and the impact each individual element or form field has on conversions.

The Process

The conversion rate optimization process is a combination of two sub-processes: Exploration and validation. Ideas/Issues are identified in the exploration process and validated in the validation process. The results of the validation process are then analyzed and inform the next cycle of the CRO process.

Keep in mind: This is a continuous cycle. Running (good) experiments all the time is important.

In order to practice conversion rate optimization, a few software tools are necessary. Some tools offer a lot and cost accordingly, but expensive tools aren't necessary to get the most out of the process. Sticking to the basics and establishing a good process is much more valuable than having the latest and greatest tools right from the start.

Minimum Viable Optimization

The minimum viable setup for a working CRO process is having and using the following capabilities:

  • Web analytics (for exploration)
  • A/B testing (for validation)

Luckily, this minimum viable setup already covers at least 60% of the value you can derive from conversion rate optimization in total. So be sure to really focus your effort here and build on this foundation.

The Complete Cycle

If you want to go beyond the basics and establish a complete and structured process, this is what it could look like:

Exploration Cycle

  1. Heuristic analysis
  2. Technical analysis
  3. Web analytics analysis
  4. Mouse tracking analysis
  5. Qualitative surveys
  6. User testing
  7. Issue categorization and prioritization
  8. Creation of hypotheses
  9. Prioritization of hypotheses

Validation Cycle

  1. Experiment design and setup
  2. Experiment development and QA
  3. Analysis of results

We Help You

As you can see, the conversion rate optimization process can get very complex if done right. But don't be overwhelmed — we are here to help.