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Infographic: Akojọ Iṣayẹwo rẹ Fun Iṣapeye Oṣuwọn Iyipada

Martech Zone ti pín ìwé lori iyipada oṣuwọn iyipada (CRO) in the past, providing an overview of the strategy and general steps in the process. This infographic from the team at Capsicum Mediaworks goes into further detail, providing Atokọ Iṣayẹwo Oṣuwọn Iyipada pẹlu nkan ti o tẹle ti o ṣe alaye ilana naa.

Ṣe iṣiro Oṣuwọn Iyipada Rẹ

Kini Iṣatunṣe Oṣuwọn Iyipada?

Iṣapeye Oṣuwọn Iyipada jẹ ọna ọna lati jẹ ki awọn alejo oju opo wẹẹbu ṣe iṣe ti o fẹ, gẹgẹbi rira ọja kan tabi forukọsilẹ fun iwe iroyin kan. Ilana iṣapeye oṣuwọn iyipada pẹlu oye ti o jinlẹ ti ihuwasi alejo. Awọn iṣowo le ṣajọ awọn oye ati lo iru data lati ṣẹda ilana CRO ti a fojusi.

Nirav Dave, Capsicum Mediaworks

Our agency monitors and works to improve conversion rates for our clients as part of an overall digital marketing strategy… but we’re surprised at how many agencies and companies don’t include this critical step. Marketing departments, especially in difficult economic periods, are so busy executing marketing strategies that they don’t often have the time to optimize those strategies. This is a huge blind spot, in my opinion, and ignores a strategy that has one of the highest returns on investment.

Bii o ṣe le Ṣe iṣiro Oṣuwọn Iyipada

\text{Oṣuwọn Iyipada}= \osi(\frac{\text{Onibara Tuntun}}{\text{Lapapọ Alejo}} ọtun)\ọrọ{x 100}

Jẹ ki a wo apẹẹrẹ:

  • Company A doesn’t do CRO. Wọn ṣe atẹjade awọn nkan osẹ fun wiwa Organic, mu awọn ipolowo ipolowo ṣiṣẹ nigbagbogbo, ati ṣe atẹjade iwe iroyin kan tabi fi awọn ireti wọn sinu irin-ajo alabara adaṣe adaṣe. Ni ipilẹ oṣooṣu, wọn gba awọn ifojusọna 1,000 ti o yipada si awọn itọsọna oṣiṣẹ 100, ati abajade ni awọn adehun pipade 10. Eyi jẹ oṣuwọn iyipada 1%.
  • Ile-iṣẹ B ṣe CRO. Rather than publishing weekly articles for organic search, they optimize existing articles on their site… reducing efforts in half. They use those resources to optimize their ad campaigns, landing pages, calls-to-actions, and other journey steps. On a monthly basis, they get 800 prospects that turn into 90 qualified leads, and result in 12 closed contracts. This is a 1.5% conversion rate.

Pẹlu ile-iṣẹ kọọkan, 75% ti awọn alabara wọn tunse tabi ra awọn ọja ati iṣẹ afikun ni ọdun kọọkan. Onibara aṣoju duro fun ọdun diẹ. Awọn apapọ tita ni $500 ati awọn apapọ s'aiye iye (ALV) jẹ $1500.

Now let’s look at the return on investment (ROI).

  • Ile-iṣẹ A (Ko si CRO) – $5,000 in new business that adds 10 customers that add $1,500 each over their lifetime… so $15,000.
  • Ile-iṣẹ B (CRO) – $6,000 in new business that adds 12 customers that add $1,500 each over their lifetime… so $18,000. That’s a 20% increase in overall revenue.

Of course, this is an overly simplified example but it provides an understanding of why CRO is critical. Company B technically reached less of an audience of prospects but yielded greater revenue. I’d even argue that, by doing CRO, Company B is more likely to acquire customers of greater value than Company A. The goal of CRO is to increase the likelihood that prospects will advance to the next step in their buying journey at every stage. This increases the ROI of gbogbo ipolongo that you’re executing.

Kini Awọn Oṣuwọn Iyipada Aṣoju?

Aaye ibi-itaja ori ayelujara apapọ ni iwọn iyipada 4.4% fun ounjẹ & awọn ohun mimu, atẹle nipasẹ Ilera & Awọn ọja Ẹwa pẹlu iwọn iyipada 3.3%. Awọn oju opo wẹẹbu ti n ṣiṣẹ dara julọ ti ni iwọn pẹlu iwọn iyipada 15%.

Statistica

Eyi yẹ ki o kun aworan ti o han gbangba fun ọ bi o ṣe pinnu boya tabi kii ṣe lo awọn orisun lati mu iwọn iyipada rẹ pọ si. Otitọ pe o le gba fere 5 igba awọn onibara pẹlu olugbo ti o wa tẹlẹ yẹ ki o ru ọ lati ṣafikun iṣapeye oṣuwọn iyipada sinu ilana titaja oni-nọmba rẹ!

Atokọ Iṣayẹwo Oṣuwọn Iyipada

I’d encourage you to click through for the complete article that Capsicum Mediaworks wrote to accompany their infographic. The infographic details the following 10 topics to assist you with your conversion rate optimization:

  1. Kini CRO?
  2. Bii o ṣe le ṣe iṣiro oṣuwọn iyipada rẹ
  3. Getting started with CRO’
  4. Agbọye pipo ati didara data
  5. Awọn ilana imudara oṣuwọn iyipada
  6. Iyipada (A/B) Idanwo
  7. Awọn ilana fun iṣapeye oju-iwe ibalẹ fun awọn iyipada
  8. Apẹrẹ oju opo wẹẹbu centric fun jijẹ awọn oṣuwọn iyipada
  9. Awọn ipe-si-igbese (CTAs) ti o munadoko lati mu awọn oṣuwọn iyipada pọ si
  10. Pataki ti kikọsilẹ awọn akitiyan CRO rẹ.

Awọn apẹẹrẹ Awọn ilana ti o Mu Awọn oṣuwọn Iyipada pọ si

Eyi ni diẹ ninu awọn apẹẹrẹ ti awọn ọgbọn ti o wa ninu nkan naa:

  • Gbe lo dele jẹ dandan fun awọn ile itaja ori ayelujara. O ti wa ni o ti ṣe yẹ nipasẹ awọn onibara. Awọn iṣowo le bo awọn idiyele gbigbe ni awọn idiyele ọja. Sibẹsibẹ, yago fun idiyele ọja pupọ ju. Awọn onibara wa nigbagbogbo lori wiwa fun awọn iyatọ ti ifarada.
  • Awọn rira rira yẹ ki o han nigbagbogbo. Bibẹẹkọ, awọn olumulo kii yoo ni anfani lati wa.
  • Ṣe ilọsiwaju awọn oṣuwọn iyipada rẹ pẹlu ohun tio wa fun rira abandonment software. Sọfitiwia yii nfi ifitonileti imeeli ranṣẹ si awọn alabara ti wọn ti kọ awọn nkan silẹ ti o kan joko ni awọn rira rira wọn.
  • Wa lati dahun ibeere awọn onibara rẹ. Pese iranlowo 24/7 nipa lilo awọn chatbots tabi sọfitiwia iwiregbe laaye.
  • Fi to dara ati rọrun lilọ si aaye ayelujara rẹ. Awọn onibara rẹ ko yẹ ki o ṣoro lati ṣe awọn iṣẹ ti o rọrun.
  • Fi awọn asẹ kun ti o gba awọn olumulo laaye lati to awọn ọja rẹ lati wa ohun ti wọn nilo ni irọrun.
  • Ni ode oni, gbogbo awọn oju opo wẹẹbu fẹ ki eniyan forukọsilẹ, eyiti o le fi awọn eniyan silẹ, jẹ ki wọn lọ kuro ni oju opo wẹẹbu rẹ laisi rira kan. Gba eniyan laaye lati ra awọn ọja lai ìforúkọsílẹ. Nikan gba awọn orukọ ati adirẹsi imeeli.
Iṣayẹwo iṣapeye oṣuwọn iyipada

Douglas Karr

Douglas Karr jẹ CMO ti Ṣii awọn oye ati oludasile ti Martech Zone. Douglas ti ṣe iranlọwọ fun awọn dosinni ti awọn ibẹrẹ MarTech aṣeyọri, ti ṣe iranlọwọ ni aisimi ti o ju $ 5 bilionu ni awọn ohun-ini Martech ati awọn idoko-owo, ati tẹsiwaju lati ṣe iranlọwọ fun awọn ile-iṣẹ ni imuse ati adaṣe awọn tita ati awọn ilana titaja wọn. Douglas jẹ iyipada oni nọmba agbaye ti a mọye ati alamọja MarTech ati agbọrọsọ. Douglas tun jẹ onkọwe ti a tẹjade ti itọsọna Dummie ati iwe itọsọna iṣowo kan.

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