Conversion Rate Optimisation (CRO) can be supportive and complementary in many business areas and industries. Here are some examples of fields where CRO can be useful:
KPS Instant CRO
Increase conversion rate with KPS Optimize
Conversion rate optimisation (CRO) and A/B testing as an effective tool to increase sales and customer loyalty is often treated stepmotherly in companies. Sometimes the responsibility lies with the product teams, which often have other priorities, and in other cases UX designers/brandeteers test even small changes. Often the vision is missing in these companies or there is a lack of operational competence.
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What you would need instead: A dedicated, interdisciplinary team of specialists.
Set up a team that quickly identifies the weak points in the customer journey and develops hypotheses from them. Designers and developers could implement these independently to achieve quick results and learnings. Your results from the collaboration are a high number of tests carried out, high scalability, with regular monitoring of the target KPIs and, if necessary, adjustment of the strategy and priority based on the learnings. You can count on a verifiable ROI – so you get the most out of your purchased traffic!
A successful conversion rate optimisation team consists of several roles
The team for CRO should consist of several roles. These roles may vary depending on the needs and size of the team. It may be that some roles are filled by one person or that there are specialised sub-roles. It is important that the work is well coordinated and interlocked to achieve the best possible outcome for the client.
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Projektmanager
The project manager is responsible for planning, organising and implementing the project. He works closely with the client to define the objectives of the project and ensure that the work is completed on time and within budget.
Web-Analyst
The web analyst is responsible for collecting, analysing and interpreting the data collected on the client's website. He uses this data to identify the problems on the website and propose solutions.
UX Designer
The UX Designer is responsible for designing the user interface and optimising the user experience. He works closely with the web analyst and the web developer to ensure that the website optimisations actually meet the users' expectations.
Web-Developer
The web developer is responsible for the technical implementation of the optimisations on the client's website. He works closely with the UX designer and the web analyst to ensure that the optimisations are technically feasible and sustainable.
Conversion Rate Optimizer
The Conversion Rate Optimiser specialises in the analysis and optimisation of landing pages. He works closely with the team and is responsible for identifying optimisation potential, conducting tests (A/B test, MVT) and evaluating the results.
Weaknesses cost and frustrate customers
Many UX/UI construction sites lie fallow because priorities lie elsewhere. More or less obvious weak points indirectly cost money and frustrate users and customers.
However, if you understand the user experience as a success multiplier like we do, we can create the personnel, conceptual and technical conditions for conversion optimisation together.
How does conversion rate optimisation work and why is it so important?
Conversion rate optimisation is about increasing the percentage of users or website visitors who perform a desired action. This can be, for example, buying a product or registering for a newsletter.
Optimisation is a process, not a project.
Conversion rate optimisation is a process to sustainably develop a product through continuous learning and experimentation.
Each optimisation idea is treated as a hypothesis that must be empirically validated.
A/B/N testing is the most commonly used validation method. This is a randomised experiment that compares two (or more) versions of a single variable by testing how users respond to the variants.
Increasing conversion rates is only possible by providing visitors with a better buying experience, removing barriers to the intended behaviour and solving users’ problems. Conversion rate optimisation goes hand in hand with higher customer satisfaction and loyalty.
By treating optimisation ideas as hypotheses and looking for empirical evidence, we avoid the risk of causing negative change.
If an optimisation is successful, its impact can be empirically proven before implementation.
If an optimisation does not influence user behaviour as expected and the ‘improvement’ has a negative impact, it can be stopped before investing in implementation, which reduces the cost of failure and prevents negative impact on conversion.
We implement positive changes, we learn from negative effect
By empirically testing each optimisation, only the positive changes are implemented and then form the basis for the next experiment. This makes every KPI increase consistent and enables sustainable optimisation.
Furthermore, even the experiments that have a negative impact and are not implemented provide insight into user behaviour that can be used for further optimisations. Therefore, any insight into user behaviour is permanent.
CRO is firmly anchored in the KPS UX Operating Models. For higher CR (Purchase, Leads, etc.), higher AOV, higher CLV, more leads, improved NPS through optimised Customer Journey. Fast ROI guaranteed. In addition, CRO forms the indispensable basis for personalisation.
The sustainable process: First optimise UI, then increase traffic.
Based on the experience of numerous optimisation programmes over the last ten years, KPS has developed the KPS Optimisation Programme. It includes roles, templates, best practices and operational methods and allows us to quickly set up and structure the empirical optimisation process.
1. Initialisation
- Definition of business goals & KPIs
- Identification of relevant conversion funnels
- Identification of possible pain points through quantitative analysis
2. Execution
- Qualitative analysis
- Creation of a prioritised test hypothesis backlog
- Test design and structure
3. Implementation
- Qualitative analysis
- Creation of a prioritised test hypothesis backlog
- Test design and structure
We focus on User Driven Growth for your business success.
We bundle all methodological instruments in the KPS UX Operating Model. With the right creative ideas and stringent performance measurement, we design an optimised, satisfying customer experience in the online shop or the service platform.
Products and services are sustainably optimised and continuously developed. This optimisation process is mapped within the KPS UX Operating Model in the Optimize Track.
The tasks are to continuously improve the user experience on the basis of testable acceptance criteria, UX metrics and KPIs, as well as quantitative and qualitative KPI optimisation. The tasks of the KPS Optimize Track include analysing and interpreting user behaviour, establishing correlations and finding the right levers, as well as collecting reliable arguments for the further development and improvement of the product.
KPS UX Operating Model
KPS UX Operating Model: The Framework for Structured UX Activities
The KPS UX Operating Model is a framework that comprehensively structures the process of UX optimisation. The focus is on precisely coordinated UX management, which, starting from the business idea, leads in iterative steps to the desired business goal. Four dimensions of action, which complement and build on each other, drive the continuous transformation.
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A successful conversion rate optimisation team usually consists of several roles that work together to realise the full potential of the optimisation.
Learn more about conversion rate optimisation in our interdisciplinary team
With currently 25 heads, at least 100 different focal points in addition to the basic UX expertise and a combined experience of around 300 years in the digital industry, the UX team of KPS is always happy to assist you with consulting approaches, sound methodological set-up, workshop formats as well as innovative ideas and concepts. Let us talk about your users – and multiply your business success!
Alisa Ziegenfuss
Associate Partner
Hamid Gazestani
Senior Manager
Conversion Rate Optimisation (CRO) supports and complements in many areas
ECommerce
CRO for online shops
CRO is particularly useful for online shops, as it involves getting visitors to make a purchase or perform another desired action on the website. CRO can help increase sales rates by optimising navigation, product presentation and ordering processes.
Lead Generation
Optimise website
CRO can also be useful in businesses that want to generate leads by optimising the sign-up and contact forms on the website.
Financial Service
Increase conversion rates of enquiry forms
CRO can also be useful in the financial industry by increasing the conversion rates of enquiry forms and registration forms for financial products or services.
Linking with other services such as SEO, UX design and CRM
Conversion Rate Optimisation (CRO) can be well related to other services such as SEO, UX design and CRM as they are all closely linked and support each other.
It is important to note that a successful CRO (Conversion Rate Optimisation) project is not solely based on a specific discipline but requires consideration of a variety of factors, including technical, design, content, behavioral, and environmental aspects. Achieving successful Conversion Rate Optimization calls for a holistic approach and collaboration across various areas within the company.
