Conversion Rate Optimization (CRO)

Возможности, Инструменты, Рекомендации и Общие положения

Когда дело доходит до интернет-маркетинга, возникает вопрос какие из множества показателей производительности нужно отслеживать? И так много "специалистов" подсказывают отовсюду, какие из них важны. Эта статья подскажет как правильно определить показатели, нужные для наиболее точной оценки состояния вашего бизнеса.

Используя инструменты для повышения конверсии (CRO-software) вы получаете:

• Understand how users interact with web or landing pages, and test changes to design and content
• Optimize conversion rates and drive users down conversion funnels
• Drive sales and interactions between your company and your user base
• Build a more engaged and devout following for your site and improve your brand

Инструменты оптимизации коэффициента конверсии, Общие положения

Conversion rate optimization (CRO) Оптимизация Коэффициента конверсии

Conversion Rate Optimization is an umbrella term for the testing and visualization tools web analysts use to improve user experience and increase conversion rates on their web and mobile sites.

A/B testing (also: A/B/n testing)

A/B testing is the statistical analysis of user behavior. By diverting half of a page’s traffic to one version and the rest to another, analysts can report on effectiveness between different designs, elements, and copy. Different products vary in their page editors, deployment method, campaign scheduling and testing flexibility.

Multivariate testing (MVT)

Multivariate testing combines multiple A/B tests. For example, to test two different paragraphs of text and three different pictures on a page, a program will create six pages of different combinations and divert traffic between all of them. The method quickly optimizes pages but requires a certain threshold of traffic to perform.

Split URL testing

Split URL testing is an A/B test that diverts users to two completely separate site URLs.

WYSIWYG editor

WYSIWYG stands for What You See Is What You Get. This refers to a visual interface for editing design. Ideally, it requires little to no technical knowledge, just insert objects, drag and drop, change sizes and colors, and the editor automatically updates the code on the back end.

Segmentation

Segmentation refers to the breakdown of user traffic by demographics, entry source, location, and other custom attributes. Segmentation data can help determine if certain optimizations are more effective for one group of users as compared to another.

Personalization

Some A/B testing products are able to deploy custom content to certain segments of users. Personalization is an A/B test, but instead of diverting traffic randomly, users are diverted based on attribute. Reviews counted in this report discussed using this software to display their webpages in different languages based on location or highlighting certain products on their ecommerce site depending on the weather.

Landing page

A landing page is simply the page a user views when they first come to a site. Usually, this refers to a page optimized to convert users to a very specific action used in a marketing campaign.

In-page reporting

In-page reporting refers to the analysis of user behavior while looking at one webpage.

Heat map

Heat maps are a common in-page reporting tool. They create visualizations of where on a webpage users interact most. By making it obvious how users are trying to use the elements on a page, analysts can see which elements best draw users’ attention or if faults in design are distracting users from converting.

Программы для оптимизации коэффициента конверсии