Matthew Widdop
Matty is a Junior SEO Executive at Intelligency, helping our clients to improve their digital performance. Matty is currently studying for his Level 3 Multi-Channel Marketer apprenticeship and has completed a Sport Journalism Degree at the University of Huddersfield.
Conversion rate optimization is the process of using digital marketing techniques to increase the percentage of users on your site who take a desired action such as making a purchase, subscribing to a newsletter etc.
How to Improve Conversion Rate
Users may not be converting on your site but sometimes it can be hard to understand why. There are a number of different factors that could be affecting why customers abandon their journey from user experience to issues with pricing. There are steps you can take to analyse conversion rate performance that will help you understand where on your site your users are abandoning their journey which will help you in increasing CRO.
Set up key event tracking in GA4
Events in Google Analytics 4 are user interactions with your site while key events are events that are specifically important to your site. For example, if you want to improve the conversion of customers coming to your site who make a product purchase you would set up all the events leading up to a purchase as a key event on your site, such as session start, view product, add to basket, purchase etc and any more events that are relevant to your customers purchase journey.
Create and analyse sales funnel
Now you have set up your customer purchase journey as key events you can track which part of the customer journey your users are abandoning their purchase. This is important because it means that you can create a hypothesis about what is causing customers to abandon their purchase at said part of their journey.
A/B Test Pages
A good way to test if your hypothesis is correct is to A/B test your new page against your existing page. A/B testing is the process of comparing two different versions of a webpage to see which one performs better with users. If you see an improvement in performance with your new page then you have identified the issue and have increased your conversion rate, if not then you can A/B test new hypotheses to try and diagnose the problem.
