John Mitchell
John Mitchell 4 August 2022

Creating CX That Drives Action

Getting people to use your digital product and taking the desired action is more than simply SEO and product or feature launches. The key to a successful digital strategy is putting the customer at the centre and delivering a superior customer experience.

Does CRO Hold the Key to Your Customer Experience and Brand’s Online Success? 

It was estimated that in 2021, the number of digital buyers was approximately 2.14 billion, or one in every four people. With such figures and the consensus that these numbers are only going to increase, the commercial power of the digital landscape is impossible to ignore.

The challenge, however, is both to build and maintain a digital presence that stands out in what is arguably a very packed market and ensure that visitors to your site move from customer to ideally loyal and regular customers. 

Currently, there are two primary misconceptions about how best to generate this type of interaction.

Myth 1 - Creating a New Digital Product or Proposition will Equate to New Customers! 

In this scenario, the brand works closely with a creative agency to design and launch a new digital product / proposition, whether a site or an app. They promote it across all their social media channels and perhaps even issue a press release. However, after a few months, they are not seeing the changes in revenue from sales or leads that were expected. 

Myth 2 - Search Engine Optimization (SEO) and Pay-per-Click (PPC) Investment will Generate the Expected Leads and Revenue!

In this instance, the brand invests heavily in online advertising and SEO to attract more traffic. While they are seeing more visitors to their site and a slight increase in conversions, they have overlooked the experience they are giving potential customers once they land on the site itself.

What time and research has gone into this part of the customer journey? Spending on PPC and SEO to bring extra traffic to a site that doesn’t put users first is like adding water to a leaky bucket. Unless you fix the leaks, that water you’ve bought goes to waste.

Why Conversion Rate Optimisation (CRO) is the Solution

At All human, we believe the best way to accomplish this is by understanding why online visitors behave the way they do and then taking this knowledge and identifying opportunities to improve the online customer experience.

It’s about implementing a structured process involving research and data-led experiments to generate fact-based insights and recommendations. It is about putting time, knowledge, and skills into ensuring that you maximise your digital product to reap the benefits of more conversions and happier customers. 

How CRO Works 

There are five fundamental parts to the All human CRO process:

1. Discovery Phase

As the names suggest, this first step focuses on knowing the commercial goals, what success looks like, laying out what restrictions there may be, if any, and here we look at areas such as technical, product propositions, compliance, and more.

Then it’s about deciding what metrics will be used to evaluate how successful the product is. This phase is about getting to know the products and services on offer and building a deeper understanding of the relevant customer types, user experience, and pain points & hard business metrics. 

2. Research & Insights

Research provides the evidence our team needs to support our understanding of customer behaviour to create actionable insights. The quantitative data such as analytics and interaction maps tell us what is happening, and the qualitative data like speaking with real customers or running usability tests tells us why it is happening.

This can help us answer questions such as why visitors drop off on some landing pages or at a particular step of a form? It’s also about looking at the behaviour of those visitors who did convert by completing a purchase or generating a lead. What information is there on those people, and what insights can we glean from them to make site improvements, build brand loyalty and increase conversions?

3. Hypothesis

At this step, All human leverages the quantitative and qualitative research to generate hypotheses or tests against a measurable set of results. A hypothesis is a prediction we set before running an experiment; it clearly states what user research and data sparked the idea, the change we want to make, the expected impact, and how we will measure success.

Using an objective prioritisation model, these ideas are then ordered based on the highest expected impact on conversions with minimal effort required.

4. Test & Measure

By digging deep into user analytics and getting real user feedback to pinpoint problem areas, we can identify opportunities to solve these issues and very often, ‘nuggets of gold’. Instead of making any assumptions, it is essential to test several ways to solve it on the live site with real users (a process known as A/B testing), using tools such as Google Optimize.

By combining the learnings from every test, even the failures, we can build up an in-depth understanding of customer behaviour over time. Even failed experiments help us build up a deeper understanding of customer behaviour and can help inform the next experiment. This knowledge helps improve the existing digital product and can help inform future development. 

5. Implement & Learn

Once the relevant concepts are tested, if the experiment is successful it is time to build and embed the findings into the digital product and keep on testing & learning and optimising. 

Aiming for a Goal of ‘Continuous Performance & Success’ 

There's always room for improvement in a world where business continually evolves, user desires are non-static, and the rapid pace of change within the digital landscape is never-ending.  

At All human, we implement a rigorous, iterative optimisation process with our clients and constantly seek ways to create real and measurable business impact. Our work proves that we are serious about this. Insurance company Irish Life Health experienced a 73% increase in insurance plan conversion rates and topped the league ecommerce table against brands like Revolut.

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