This content is based on a webinar we conducted in partnership with Neil Patel Brasil.<\/p>\n\n\n\n
If you prefer to watch the full video, check it out below:<\/p>\n\n\n\n
What is CRO?<\/h2>\n\n\n\n![\"\"](\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/08\/Extra-o-que-e-um-ROI-de-SEO.webp\")
<\/figure>\n\n\n\nWhen we talk about CRO or Conversion Rate Optimization<\/strong><\/a>, we\u2019re referring to a strategy for optimizing your conversion rate.<\/p>\n\n\n\nSusana Martins from Neil Patel Brasil explains:<\/p>\n\n\n\n
\nCRO is a methodology for analyzing and <\/em>validating hypotheses based on user behavior,<\/em><\/strong> with the goal of providing the best possible experience for users and optimizing the conversion rate.<\/em><\/p>\n<\/blockquote>\n\n\n\nThis methodology starts with analyzing user behavior\u2014meaning it\u2019s entirely based on observing data generated by your audience.<\/p>\n\n\n\n
The goal is to deeply understand how your audience behaves in the digital environment.<\/p>\n\n\n\n
Susana references a quote from Seth Godin in his book This is Marketing<\/em>:<\/p>\n\n\n\n\n\u201cThe truly effective kind of marketing<\/em> is understanding the worldview and desires of our customers so we can connect with them.\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n\n\n\nIn this way, it becomes easier to create a connection between brand and customer, always aiming to provide the best possible user experience and, consequently, improve the brand\u2019s conversions.<\/p>\n\n\n\n
The Pillars of CRO<\/h2>\n\n\n\n
In practice, CRO works through a methodology of analysis and hypothesis validation based on user behavior.<\/p>\n\n\n\n
And from this foundation, we aim to improve the conversion rate.<\/p>\n\n\n\n
The CRO strategy is based on four main pillars:<\/p>\n\n\n\n
Collection of Reliable Data<\/h3>\n\n\n\n
It’s essential to ensure that the data being used is trustworthy.<\/p>\n\n\n\n
To make this possible, we recommend structuring an audit of Google Analytics, Google Tag Manager, KPI monitoring, and other data collection tools.<\/p>\n\n\n\n
Data collection is the first step in creating a CRO strategy.<\/p>\n\n\n\n
This step lays the foundation for the entire strategy, so it\u2019s extremely important that it\u2019s done correctly.<\/p>\n\n\n\n
Throughout the methodology, you\u2019ll need to validate data and hypotheses, so it\u2019s crucial to know how to select the most relevant data.<\/p>\n\n\n\n
If the conversion goal is a form or a new product, for example, you\u2019ll need to include that in your tagging and goal tracking.<\/p>\n\n\n\n
With a solid data foundation collected properly, we\u2019ll be able to work much more efficiently.<\/p>\n\n\n\n
If the foundation is truly strong, we\u2019ll be able to dive deep into understanding user behavior.<\/p>\n\n\n\n
Behavior Analysis<\/h3>\n\n\n\n
Once the data foundation is well-structured, we can move on to the next step in the CRO methodology: behavior analysis.<\/strong><\/p>\n\n\n\nAt this stage, it’s important to analyze the user’s journey<\/a>, their interaction with brand goals, and identify areas for improvement based on data cross-referencing and initial objectives.<\/p>\n\n\n\nFirst, it\u2019s helpful to understand the user journey\u2019s layout.<\/p>\n\n\n\n
That means identifying where people come from, how your audience is segmented, and what your expectations are for user actions (whether it\u2019s a CTA or a conversion on page X or Y).<\/p>\n\n\n\n
It\u2019s essential to conduct a detailed analysis of what you want users to do, so you can later analyze what\u2019s actually happening.<\/p>\n\n\n\n
You need to see how users interact with the path you’ve previously defined to understand whether they\u2019re following it as expected.<\/p>\n\n\n\n
At this stage, it\u2019s important to revisit brand goals and user interaction desires and map out improvement points from there.<\/p>\n\n\n\n
One of the key pillars of CRO, along with behavior analysis, is idea and hypothesis validation\u2014which we\u2019ll explore in the next step.<\/p>\n\n\n\n
Experimentation<\/h3>\n\n\n\n
Once user behavior analysis is complete, it\u2019s time to create hypotheses and run A\/B tests.<\/p>\n\n\n\n
This phase focuses on identifying areas for improvement.<\/p>\n\n\n\n
Let\u2019s illustrate with an example: suppose the strategy expected users to take action X, but only a very small percentage are actually doing so.<\/p>\n\n\n\n
Being able to identify that gap and fix the problem is a key part of the CRO methodology.<\/p>\n\n\n\n
To determine if that identified gap affects conversion rates, you can frame it as a hypothesis.<\/strong><\/p>\n\n\n\nCRO works in a cause-and-effect dynamic.<\/strong><\/p>\n\n\n\nWhen we frame a gap as a hypothesis, we think: \u201cIf we change this, then we\u2019ll get that result.\u201d<\/p>\n\n\n\n
From this experimentation stage, we identify the problem, figure out how to solve it, and observe the expected outcome from the change.<\/p>\n\n\n\n
In other words, it all starts from the assumption: if we do X, we\u2019ll get Y.<\/p>\n\n\n\n
For example, if we place a form on the homepage, we might increase the conversion rate for that form.<\/p>\n\n\n\n
And if we add a CTA button on the homepage, we\u2019ll likely get more product views.<\/p>\n\n\n\n
In this experimentation process, you can run the original version alongside the hypothesis version (called the \u201cvariant\u201d) to monitor each one\u2019s performance side by side.<\/p>\n\n\n\n
That\u2019s what A\/B testing is\u2014observing how each version performs and which one converts better.<\/p>\n\n\n\n
When you conduct a proper data audit at the beginning of the project, it\u2019s not just about collecting a lot of data\u2014it\u2019s about identifying which data is important for each stage of the CRO process.<\/p>\n\n\n\n
Remember, conversion is always tied to the KPI defined at the start.<\/p>\n\n\n\n
Conversion is what we define as the desired outcome\u2014it could be a page click, a form submission, or an email signup, for example.<\/p>\n\n\n\n
User Experience<\/h3>\n\n\n\n
Once the hypothesis test is complete, it\u2019s time to run statistical analyses and implement the positive hypotheses.<\/p>\n\n\n\n
After validating the hypothesis, you can confidently say there\u2019s an X% real chance of improving the conversion rate\u2014based on proven statistics.<\/p>\n\n\n\n
Why is CRO Important in Business?<\/h2>\n\n\n\n![\"\"](\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/08\/Como-elaborar-um-relatorio-com-o-ROI.webp\")
<\/figure>\n\n\n\nLike any methodology, the first step is to establish a goal.<\/p>\n\n\n\n
Note that this goal is always connected to a metric.<\/p>\n\n\n\n
For example, if you run an e-commerce site, the metric might be adding a specific product to the cart.<\/p>\n\n\n\n
Or if you have a lead generation page, your metric might be the quality of the leads generated.<\/p>\n\n\n\n
Understanding the goal behind the strategy will make it much easier to investigate, create hypotheses, and run tests.<\/p>\n\n\n\n
These days, there\u2019s a huge push to increase website traffic\u2014but we often see conversion being treated as an afterthought.<\/p>\n\n\n\n
As Felipe Kovs from Neil Patel Brasil puts it:<\/p>\n\n\n\n
\n“There\u2019s a huge focus on traffic volume\u2014how many users I have\u2014but we forget to look inside, to analyze who those people are and how we can give them the best possible experience in our ‘online store’.”<\/em><\/p>\n<\/blockquote>\n\n\n\nThat\u2019s where the true importance of CRO becomes clear.<\/p>\n\n\n\n
Because traffic alone doesn\u2019t deliver results.<\/p>\n\n\n\n
You need to convert that traffic into a real objective\u2014leads, opportunities, or sales.<\/p>\n\n\n\n
Here are other ways a CRO strategy can help businesses:<\/p>\n\n\n\n
Budget Optimization<\/h3>\n\n\n\n
With the digital acceleration brought on by the pandemic, competition increased significantly as many companies that were previously only offline moved into the digital space.<\/p>\n\n\n\n
As a result, traffic has become more expensive.<\/p>\n\n\n\n
Given this context, it\u2019s essential to figure out the best way to use that traffic to get the most out of the marketing and paid media investments being made.<\/p>\n\n\n\n
You must keep two key points in mind about the importance of CRO: being clear about the initial goal and understanding that results don\u2019t only come from increased traffic\u2014but more importantly, from optimizing your existing traffic.<\/p>\n\n\n\n
A Valuable Asset for the Company<\/h3>\n\n\n\n
Another key aspect of CRO\u2019s importance in business is understanding that conversion optimization work is an asset being built for your company.<\/p>\n\n\n\n
That is, the process is cumulative\u2014the more you improve, the bigger the difference you\u2019ll see compared to your competitors.<\/p>\n\n\n\n
Imagine Your Competitor Started This Process Two Years After Your Company<\/p>\n\n\n\n
You can be sure it will take them much longer to reach the same level of digital maturity and achieve the same conversion rates that you\u2019re seeing today.<\/p>\n\n\n\n
Capturing the User\u2019s Attention<\/h3>\n\n\n\n
In today\u2019s digital landscape, the user\u2019s attention span is becoming increasingly shorter.<\/p>\n\n\n\n
People have multiple tabs open in their browsers, consume more and more content, and are constantly bombarded with stimuli.<\/p>\n\n\n\n
That means your business is not only competing with other players in your market but also with social media, smartphones, and countless distractions.<\/strong><\/p>\n\n\n\nTherefore, it\u2019s becoming harder and harder to grab users\u2019 attention.<\/p>\n\n\n\n
This means you have only a few seconds to show what your company has to offer and why your brand is the best choice among the dozens of others they might come across on Google Ads or social media.<\/p>\n\n\n\n
That\u2019s why CRO is one of the main strategies to ensure this communication is direct and effective.<\/p>\n\n\n\n
Brand Positioning<\/h3>\n\n\n\n
Another reason to implement a CRO strategy in your business is digital positioning.<\/p>\n\n\n\n
Companies that rank among the top search results on Google are perceived by consumers as market leaders.<\/p>\n\n\n\n
People tend to trust and value websites that appear on the first page. These sites receive more visibility and are viewed as authorities and references in their markets.<\/p>\n\n\n\n
Your website essentially represents your company\u2019s position in the industry.<\/p>\n\n\n\n
When a user visits a site that clearly communicates what the business does and who it serves, they can quickly understand the brand\u2019s market positioning.<\/p>\n\n\n\n
Hence, it\u2019s crucial that your communication is sharp and strategic\u2014CRO supports this through copywriting<\/a>, speed optimization, and other tools.<\/p>\n\n\n\nMore Qualified Leads<\/h3>\n\n\n\n
When your site is well-positioned in search results, you’re more likely to attract qualified leads.<\/p>\n\n\n\n
That\u2019s because users already understand what your site offers and are more open to, for example, chatting with a sales rep, scheduling an initial meeting, or even making a purchase.<\/p>\n\n\n\n
The role of traffic goes far beyond just bringing people to your site.<\/p>\n\n\n\n
Think of your site as a physical store. If someone walks in, they\u2019re not going to wait around forever for someone to help them.<\/p>\n\n\n\n
If support takes too long, they\u2019ll just leave.<\/p>\n\n\n\n
The same applies to website traffic.<\/p>\n\n\n\n
Users expect a quick answer about what the site offers, who the company is, and what product or service is available.<\/p>\n\n\n\n
If the user feels welcomed, they stay. If not, they close the tab.<\/p>\n\n\n\n
When to Apply CRO?<\/h2>\n\n\n\n![\"\"](\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/4-2-1024x546-1.webp\")
<\/figure>\n\n\n\nWe\u2019ve already seen how impactful CRO can be for your business, so you might be wondering: when is the right time to start developing this strategy?<\/p>\n\n\n\n
There are two main scenarios that suggest it’s the right moment:<\/p>\n\n\n\n
\n- When driven by external market conditions;<\/li>\n\n\n\n
- When based on your company\u2019s internal situation.<\/li>\n<\/ul>\n\n\n\n
Market-Driven Moment<\/h3>\n\n\n\n
In terms of the market, the pandemic is a prime example.<\/p>\n\n\n\n
Since 2020, there\u2019s been a major push toward digital transformation, and competition in the online space has surged compared to pre-pandemic times.<\/p>\n\n\n\n
In Brazil, for example, we have limited digital media acquisition channels.<\/p>\n\n\n\n
Google dominates over 95% of all search queries.<\/p>\n\n\n\n
On the social media front, Facebook and Instagram also have a major presence.<\/p>\n\n\n\n
So we\u2019re looking at a scenario where more and more companies are going digital\u2014but there are only a few channels through which to reach users.<\/p>\n\n\n\n
This is why CPC (cost per click) keeps rising, and CRO becomes a valuable opportunity to make the most of your traffic without needing to raise your investment.<\/p>\n\n\n\n
Thus, focusing on optimizing the traffic you already have becomes essential for boosting conversions.<\/p>\n\n\n\n
Internal Business Conditions<\/h3>\n\n\n\n
Another great time to consider implementing a CRO strategy is when your company reaches a certain level of maturity.<\/p>\n\n\n\n
A solid marketing foundation is essential before you can start using this methodology effectively.<\/p>\n\n\n\n
By solid foundation, we mean having:<\/p>\n\n\n\n
\n- A well-structured website;<\/li>\n\n\n\n
- Reliable data to run tests;<\/li>\n\n\n\n
- A reasonable volume of website traffic.<\/li>\n<\/ul>\n\n\n\n
It\u2019s important to have marketing channels that drive visitors to your site.<\/p>\n\n\n\n
Having a solid base of data allows you to validate hypotheses.<\/p>\n\n\n\n
It becomes harder to measure results on a website that, say, only gets 200 visits per month.<\/p>\n\n\n\n
To run A\/B tests, you need a substantial amount of traffic.<\/p>\n\n\n\n
According to Gustavo Luby, CMO at Leadster, with around 2,000 monthly visits, you can already start running reliable tests.<\/p>\n\n\n\n
Keep this in mind when considering CRO for your business.<\/p>\n\n\n\n
Besides having a minimum amount of traffic, you\u2019ll also need an internal team capable of executing the tests.<\/p>\n\n\n\n
Otherwise, you\u2019ll need to outsource the work to a company that specializes in CRO.<\/p>\n\n\n\n
Also remember: the testing phase requires frequent changes.<\/p>\n\n\n\n
You\u2019ll need a team that can quickly implement these updates.<\/p>\n\n\n\n
For example, if you need a new landing page for your campaign, you’ll need:<\/p>\n\n\n\n
\n- A developer to access and update the website code;<\/li>\n\n\n\n
- A designer to tweak images;<\/li>\n\n\n\n
- A copywriter to craft compelling copy;<\/li>\n\n\n\n
- And other professionals with the expertise to support the project and execute the experiments.<\/li>\n<\/ul>\n\n\n\n
If your company has all of this in place, then it\u2019s absolutely viable to start developing a CRO strategy to improve your existing results.<\/p>\n\n\n\n
Once you have the structure, traffic, and a team (internal or external) in place, the next step is to choose a core goal for your CRO efforts.<\/p>\n\n\n\n
Let\u2019s go through a practical example.<\/p>\n\n\n\n
Imagine that for the next two months, your company\u2019s main focus is to generate leads for new account creation\u2014or, say, to add products to the cart.<\/p>\n\n\n\n
The first step is to define a clear objective, and then you can begin testing.<\/p>\n\n\n\n
The results of these tests will guide new ones that are even more targeted and efficient.<\/p>\n\n\n\n
For instance, if you switch the main CTA button to CTA B, the outcome\u2014whether positive or negative\u2014will point you toward the next test and help you generate even better results.<\/p>\n\n\n\n
A strong team, solid traffic, and the current market landscape are the key ingredients that determine the best time to build a CRO strategy for your business.<\/p>\n\n\n\n![\"\"](\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/arte-blog-1-1024x341.webp\")
<\/a><\/figure>\n\n\n\nHow to Use Google Analytics?<\/h2>\n\n\n\n
Data analysis is one of the main pillars of CRO.<\/p>\n\n\n\n
The most common way to collect data is using the universal version of Google Analytics.<\/p>\n\n\n\n
This tool allows you to create customized reports using the Custom Report feature.<\/p>\n\n\n\n
Google provides various metrics and insights, including conversion locations and traffic sources, showing which pages users navigate through.<\/p>\n\n\n\n
On your homepage, for example, you can analyze how many sessions were initiated, what the bounce rate is, how often your objective was reached, and what the conversion rate is.<\/p>\n\n\n\n
If Google Analytics is correctly implemented, you can conduct this analysis for every page on your website.<\/p>\n\n\n\n
This way, you can track your site\u2019s performance on a page-by-page basis.<\/p>\n\n\n\n
Identifying Key Pages<\/h3>\n\n\n\n
Here\u2019s an example: suppose every page on your site has a trial signup form or a lead capture form\u2014how do you know which page generates the most conversions?<\/p>\n\n\n\n
Just click \u201cCreate your custom report\u201d and filter by completed goals.<\/p>\n\n\n\n
You might notice that while the homepage has more sessions (keeping in mind that sessions don\u2019t reflect the number of users\u2014one user might generate multiple sessions), the page with the highest volume of conversions could be another one entirely.<\/p>\n\n\n\n
With this, you can better determine which page holds the most value in your analysis.<\/p>\n\n\n\n
User Origin<\/h3>\n\n\n\n
Within the GA (Google Analytics) report, it’s possible to update the analysis by prioritizing a specific page of the website to understand the source of the users\u2014whether they came directly via the site URL, through paid media, affiliates, or any other channel.<\/p>\n\n\n\n
This is important because when you understand where the user is coming from, it becomes easier to understand their expectations.<\/p>\n\n\n\n
For example, if in a paid media campaign you’re promoting an argument like free shipping, and in the ad you mention free shipping, the keywords you’re buying refer to free shipping, but when the user clicks the link, they\u2019re directed to a page that talks about cost-benefit, a mismatch in expectations occurs.<\/p>\n\n\n\n
This happens because the user encounters something different from what they were led to expect during their journey.<\/p>\n\n\n\n
That\u2019s why it’s so important to understand the main source of users, and consequently, the argument that was used in that source to lead the user to the site.<\/p>\n\n\n\n
Navigation Flow<\/h3>\n\n\n\n
Another key point is understanding the navigation flow.<\/p>\n\n\n\n
In the report, you can create a tab that shows exactly where people are entering your site, where they go next, and where they eventually stop navigating.<\/p>\n\n\n\n
You can also analyze both the entry and exit pages\u2014meaning, you\u2019ll be able to identify which page users land on first, followed by the second, and so on.<\/p>\n\n\n\n
This allows you to evaluate whether this is the journey you structured for your users.<\/p>\n\n\n\n
Considering these points, you can filter all the available data within GA to begin formulating some hypotheses.<\/p>\n\n\n\n
So, for example, if you designed a flow that moves from Page A to Page B, then to Page C, but the GA report shows that users enter through Page A and then jump to Page O, and later exit on Page P…<\/p>\n\n\n\n
What might be happening?<\/p>\n\n\n\n
Are users getting distracted within the site?<\/p>\n\n\n\n
Would testing a more streamlined version with fewer clickable options\u2014emphasizing the continuation from Page A to Page B\u2014result in higher conversions as originally planned?<\/p>\n\n\n\n
Or should the journey be adapted based on how the audience is reacting?<\/p>\n\n\n\n
You can continue this analysis to see what the actual exit page is.<\/p>\n\n\n\n
Suppose your goal is for users to exit the site on the \u201corder confirmed\u201d page.<\/p>\n\n\n\n
After all, you don\u2019t want them dropping off on the cart page or the login page.<\/p>\n\n\n\n
The goal is always to guide the user through the entire site journey.<\/p>\n\n\n\n
Don\u2019t forget to analyze when users are abandoning the site, what the main abandonment page is, and why.<\/p>\n\n\n\n
Examining the data is crucial, but you shouldn\u2019t jump to conclusions before running tests.<\/p>\n\n\n\n
You must structure a test with valid, realistic KPIs appropriate for that conversion goal in order to understand whether the audience will respond as expected.<\/p>\n\n\n\n
Once the test is validated, you can start projecting more realistic results.<\/p>\n\n\n\n
The major advantage of working with CRO is that the data is entirely real\u2014unlike, for example, when conducting a market research study.<\/p>\n\n\n\n
Imagine a company conducting a study on chocolate consumption during the pandemic. That could include cakes, premium chocolate, chocolate bars, or cocoa powder.<\/p>\n\n\n\n
The data may be relevant, but what\u2019s the cost and scope of that research?<\/p>\n\n\n\n
When the analysis is done within the company\u2019s own website, using real-time tests, it opens a much deeper window of insight into the specific behavior of its prospects and customers.<\/p>\n\n\n\n
The relevance of this kind of analysis is far greater than just looking at the overall market\u2014especially when it comes to conversions and sales.<\/p>\n\n\n\n
For small businesses in particular, it\u2019s much easier to be assertive when you have a testing base and solid data analysis.<\/p>\n\n\n\n
How to Increase Your Conversions and Sales with Google Analytics<\/h2>\n\n\n\n![\"\"](\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/08\/Como-maximizar-seu-ROI.webp\")
<\/figure>\n\n\n\nLet\u2019s look at two real case studies that show how a CRO strategy works in practice to boost conversions and sales using Google Analytics data.<\/p>\n\n\n\n
This case comes from the Neil Patel Brasil agency, which worked side by side with a client with the goal of selling a course.<\/p>\n\n\n\n
The first analyses carried out to begin applying this methodology were:<\/p>\n\n\n\n
Proper Data Collection<\/h3>\n\n\n\n
Ensuring the client was tracking everything correctly\u2014in other words, confirming that there was available data on the number of completed sales, cart additions, and user behavior within the e-commerce platform.<\/p>\n\n\n\n
Site and User Behavior Analysis<\/h3>\n\n\n\n
This involved evaluating the website and its CTA.<\/p>\n\n\n\n
Given current patterns of online content consumption, we can already see that people are increasingly multitasking\u2014and that means there’s even less time to grab a customer\u2019s attention.<\/p>\n\n\n\n
Therefore, one of the most important characteristics for any digital business today is to be objective and have a clear value proposition.<\/p>\n\n\n\n
One thing the agency noticed was that the client\u2019s page lacked clarity and focus. When they reviewed the site, they saw a large headline enclosed in parentheses, with quotation marks and ellipses.<\/p>\n\n\n\n
The article was long and confusing.<\/p>\n\n\n\n
Visually, the headline included bold, underlined, and oversized text\u2014which ended up distracting users from the main offer.<\/p>\n\n\n\n
Considering the entire digital environment, it was clear there was a gap that could be improved.<\/p>\n\n\n\n
Choosing a Variable and Starting the Test<\/h3>\n\n\n\n
Even when you identify an area for improvement on the page, it\u2019s hard to say for sure that changing one element will improve results\u2014at least, not without testing.<\/p>\n\n\n\n
Each audience is different, and user behavior can be unpredictable.<\/p>\n\n\n\n
Based on the analysis and information hierarchy, the headline was rewritten, reorganizing where the most important information needed to be placed, assigning different visual weights to each piece, and making it simpler and more direct.<\/p>\n\n\n\n
The agency also made the supporting article lighter for users who were already interested by the headline and kept the video as a strong source of extra information.<\/p>\n\n\n\n
The CTA button was redesigned to be larger, making the desired action more visible.<\/p>\n\n\n\n
In this case, the button said: \u201cTry it for 14 days for just $17\u201d\u2014which means the user knows exactly what to expect on the next page. They aren\u2019t clicking to talk to a sales rep or a chatbot<\/a>.<\/p>\n\n\n\nIt’s essential to align with the user\u2019s real expectations and make it clear what will happen after the click.<\/p>\n\n\n\n
With these changes made, both versions were tested in a double-blinded experiment\u2014meaning the team didn\u2019t know exactly who saw which version, and the participants didn\u2019t know they were part of a test.<\/p>\n\n\n\n
There was quantitative monitoring of how many people participated and converted in Version A or Version B.<\/p>\n\n\n\n
But no one knew which specific users saw which version.<\/p>\n\n\n\n
Participants were simply shown one of the versions after clicking an ad or a link.<\/p>\n\n\n\n
The idea is not to ask users to make a conscious choice, but to understand their spontaneous behavior\u2014because that\u2019s what really matters in day-to-day digital experiences.<\/p>\n\n\n\n
A good tool for running this type of test is Google Optimize.<\/p>\n\n\n\n
Analyzing the Test Results<\/h3>\n\n\n\n
After running the tests with both versions, the agency had a clear picture of how each performed.<\/p>\n\n\n\n
For the original version, the conversion rate was 1.58%\u2014very close to what the client already had.<\/p>\n\n\n\n
In the variant version, with some simple but structured changes to the way the information was organized\u2014making the communication as clear as possible\u2014the conversion rate jumped to 2.08%<\/strong>, a 32% increase<\/strong> in conversion rate.<\/p>\n\n\n\nThat means if the client was previously selling 158 courses per month, they could now sell 208 just by changing that one screen.<\/p>\n\n\n\n
That\u2019s a huge impact, especially when you consider the average ticket value and how much more can be added to total sales.<\/p>\n\n\n\n
It\u2019s important to highlight that we don\u2019t always know everything about our audience\u2014especially since the internet changes so quickly.<\/p>\n\n\n\n
Even if your business has been in the market for 20 years, it\u2019s essential to understand your audience and validate ideas through real-user testing.<\/p>\n\n\n\n
Let\u2019s look at another real case from Neil Patel Brasil.<\/p>\n\n\n\n
\n\n\n\nThe client had an e-commerce business that offered free shipping nationwide, and this advantage was part of the business strategy.<\/p>\n\n\n\n
However, offering free shipping demands a lot of financial and logistical effort.<\/p>\n\n\n\n
Therefore, it was necessary to understand whether this strategy was actually worthwhile and contributing to conversion rates.<\/p>\n\n\n\n
First, they aimed to understand how the company was communicating to the audience that the website offered free shipping, and how users were engaging with that information.<\/p>\n\n\n\n
It was important to determine whether customers were properly understanding this benefit.<\/p>\n\n\n\n
An analysis was conducted using Google Optimize,<\/strong> which is integrated with Google Analytics<\/strong> and Google Tag Manager.<\/strong><\/p>\n\n\n\nUsing these tools allows for cross-referencing various data points.<\/p>\n\n\n\n
In this experiment, the goal was to test the user experience regarding the free shipping message, by comparing data from both versions.<\/p>\n\n\n\n
A change was made to highlight the article and image referring to free shipping.<\/p>\n\n\n\n
There was no change to the product itself, but the A\/B test sought to make this important business pillar even more explicit.<\/p>\n\n\n\n
Considering the conversions from the experiment (including the action of adding a product to the cart), it became clear that the variant version showed more expressive numbers, with 2,000 conversions versus 1,600 in the original version. The conversion rate went from 4.7% to 5.6% \u2014 nearly a 1% increase.<\/p>\n\n\n\n
These data analysis tools also offer probability insights.<\/p>\n\n\n\n
It was shown that the variant version had a 96% chance of increasing the conversion rate \u2014 in other words, a 96% chance of a 20% increase in cart additions.<\/p>\n\n\n\n
This means that over 6 months of running tests, the business could see a 20% increase in cart additions without needing to create a new website or discover a new technology.<\/p>\n\n\n\n
Therefore, by analyzing audience behavior and putting into practice clear communication, relevance, and user incentives, it\u2019s possible to provide the best experience for our clients’ users.<\/p>\n\n\n\n
How to Optimize Your Conversions by Considering the Consumer Journey<\/h2>\n\n\n\n![\"\"](\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/07\/Previsao-para-o-Mercado-de-Chatbot-Online.webp\")
<\/figure>\n\n\n\nNow, let\u2019s share our own case study so you can understand how to optimize conversions by aligning with the customer journey.<\/p>\n\n\n\n
Leadster\u2019s website is designed to present the company and guide the user to create a free account.<\/p>\n\n\n\n
The goal of our CRO strategy was to better leverage the traffic the site already receives, without necessarily attracting more visitors.<\/p>\n\n\n\n
In other words, we wanted to increase account creation conversions by using the visitors who were already arriving at the site through our paid and organic channels.<\/p>\n\n\n\n
The CRO strategy was based on four main pillars, which we\u2019ll share to illustrate how analysis, testing, and changes work in practice:<\/p>\n\n\n\n
Maintain Context Within the Journey<\/h3>\n\n\n\n
Our scenario involved an investment in paid media directed entirely to the homepage, which was the first point of contact for most visitors.<\/p>\n\n\n\n
It’s important that the ad offer matches the website offer.<\/p>\n\n\n\n
However, one mistake we made was starting the journey from the site, when in reality, the visitor\u2019s journey starts long before accessing the website.<\/p>\n\n\n\n
The visitor doesn\u2019t just fall out of the sky \u2014 they arrive on the page because they saw something before, searched on Google, heard about the company, or were impacted by an ad on Instagram, for example.<\/p>\n\n\n\n
It\u2019s crucial to understand where the user came from and what exactly they saw before landing on the page.<\/p>\n\n\n\n
Speak the Visitor’s Language<\/h3>\n\n\n\n
Leadster\u2019s site used to say: \u201cConversational Marketing: the Future of Lead Generation.\u201d<\/p>\n\n\n\n
We noticed that this article was too complex and didn\u2019t communicate clearly and briefly the value the company offers.<\/p>\n\n\n\n
The image next to the article also made it harder to quickly understand the solution we provide.<\/p>\n\n\n\n
Based on this analysis of our own site, we realized that the landing page was overly complicated and created confusion about what exactly the company does.<\/p>\n\n\n\n
A clear sign of the issue was that 50% of users weren\u2019t even scrolling \u2014 we were losing half our traffic right at the top of the page.<\/p>\n\n\n\n
We understand that the most important part of the site is the top section.<\/p>\n\n\n\n
That\u2019s where the headline has the best chance to make an impact and, as a result, increase the conversion rate.<\/p>\n\n\n\n
Based on our homepage analysis, we made a few changes and created a new landing page for our ads.<\/p>\n\n\n\n
On this new page, we eliminated user escape routes \u2014 meaning the user can only scroll or click the button, without being able to navigate to other pages.<\/p>\n\n\n\n
We also greatly simplified the communication. Instead of using \u201cconversational marketing\u201d as the first thing, we changed the article to clearly communicate the company\u2019s value:
\u201cGet 3x More Leads from Your Website: Interactive Chatbot<\/a> to Automatically Generate and Qualify Your Leads!\u201d<\/p>\n\n\n\nNext to it, we placed a very clear image showing the solution in action on the client\u2019s website, capturing more visitors.<\/p>\n\n\n\n
As a result, we were able to increase the conversion rate simply by changing the article and image on our landing page.<\/p>\n\n\n\n
We focused on making the offer clearer and more straightforward.<\/p>\n\n\n\n
Mobile First<\/h3>\n\n\n\n
When analyzing the user journey, we again highlight the importance of knowing where the user is coming from and what device they\u2019re using to access the site.<\/p>\n\n\n\n
Our main paid traffic channel is Facebook.<\/p>\n\n\n\n
We discovered that 94% of accesses from this network were via mobile \u2014 meaning users were primarily viewing the site on their phones.<\/p>\n\n\n\n
Only 6% were using desktops.<\/p>\n\n\n\n
This was another mistake we made at Leadster, and we\u2019re sharing it so you can be aware when optimizing your own site\u2019s navigation.<\/p>\n\n\n\n
Because we work from computers, analyzing and testing the site on large screens, we didn\u2019t realize that mobile users were seeing something completely different.<\/p>\n\n\n\n
Once we caught that, we optimized the mobile version of the site.<\/p>\n\n\n\n
We worked on specific mobile-focused points \u2014 for example, the article size.<\/strong><\/p>\n\n\n\nWe reduced the article significantly so it would fit on a phone screen.<\/p>\n\n\n\n
Then we placed the CTA in the first fold.<\/strong><\/p>\n\n\n\nIn other words, the orange \u201cSee Demo\u201d button appears before the user scrolls down, so they instantly know what action your site wants them to take.<\/p>\n\n\n\n
The selected image was also optimized for mobile to be more specific and appropriate for phone viewing.<\/strong><\/p>\n\n\n\nLastly, we worked on improving loading speed, since if a site takes too long to load, users lose patience and leave.<\/p>\n\n\n\n
In this case, it\u2019s worth optimizing your server or hosting provider to deliver better mobile speed.<\/strong><\/p>\n\n\n\nTrack Top and Bottom of Funnel Metrics<\/h3>\n\n\n\n
We used the Google Optimize platform to analyze the data and monitor metrics.<\/p>\n\n\n\n
As a result, the original page that had a 4.88% conversion rate rose to 6.01% after the changes.<\/p>\n\n\n\n
We also tracked two key metrics: one for the top of the funnel and one for the bottom.<\/p>\n\n\n\n
Top-of-funnel was related to account creation, and bottom-of-funnel was the free chatbot implementation.<\/p>\n\n\n\n
<\/figure>\n\n\n\nWhen we talk about CRO or Conversion Rate Optimization<\/strong><\/a>, we\u2019re referring to a strategy for optimizing your conversion rate.<\/p>\n\n\n\n Susana Martins from Neil Patel Brasil explains:<\/p>\n\n\n\n CRO is a methodology for analyzing and <\/em>validating hypotheses based on user behavior,<\/em><\/strong> with the goal of providing the best possible experience for users and optimizing the conversion rate.<\/em><\/p>\n<\/blockquote>\n\n\n\n This methodology starts with analyzing user behavior\u2014meaning it\u2019s entirely based on observing data generated by your audience.<\/p>\n\n\n\n The goal is to deeply understand how your audience behaves in the digital environment.<\/p>\n\n\n\n Susana references a quote from Seth Godin in his book This is Marketing<\/em>:<\/p>\n\n\n\n \u201cThe truly effective kind of marketing<\/em> is understanding the worldview and desires of our customers so we can connect with them.\u201d<\/em><\/strong><\/p>\n<\/blockquote>\n\n\n\n In this way, it becomes easier to create a connection between brand and customer, always aiming to provide the best possible user experience and, consequently, improve the brand\u2019s conversions.<\/p>\n\n\n\n In practice, CRO works through a methodology of analysis and hypothesis validation based on user behavior.<\/p>\n\n\n\n And from this foundation, we aim to improve the conversion rate.<\/p>\n\n\n\n The CRO strategy is based on four main pillars:<\/p>\n\n\n\n It’s essential to ensure that the data being used is trustworthy.<\/p>\n\n\n\n To make this possible, we recommend structuring an audit of Google Analytics, Google Tag Manager, KPI monitoring, and other data collection tools.<\/p>\n\n\n\n Data collection is the first step in creating a CRO strategy.<\/p>\n\n\n\n This step lays the foundation for the entire strategy, so it\u2019s extremely important that it\u2019s done correctly.<\/p>\n\n\n\n Throughout the methodology, you\u2019ll need to validate data and hypotheses, so it\u2019s crucial to know how to select the most relevant data.<\/p>\n\n\n\n If the conversion goal is a form or a new product, for example, you\u2019ll need to include that in your tagging and goal tracking.<\/p>\n\n\n\n With a solid data foundation collected properly, we\u2019ll be able to work much more efficiently.<\/p>\n\n\n\n If the foundation is truly strong, we\u2019ll be able to dive deep into understanding user behavior.<\/p>\n\n\n\n Once the data foundation is well-structured, we can move on to the next step in the CRO methodology: behavior analysis.<\/strong><\/p>\n\n\n\n At this stage, it’s important to analyze the user’s journey<\/a>, their interaction with brand goals, and identify areas for improvement based on data cross-referencing and initial objectives.<\/p>\n\n\n\n First, it\u2019s helpful to understand the user journey\u2019s layout.<\/p>\n\n\n\n That means identifying where people come from, how your audience is segmented, and what your expectations are for user actions (whether it\u2019s a CTA or a conversion on page X or Y).<\/p>\n\n\n\n It\u2019s essential to conduct a detailed analysis of what you want users to do, so you can later analyze what\u2019s actually happening.<\/p>\n\n\n\n You need to see how users interact with the path you’ve previously defined to understand whether they\u2019re following it as expected.<\/p>\n\n\n\n At this stage, it\u2019s important to revisit brand goals and user interaction desires and map out improvement points from there.<\/p>\n\n\n\n One of the key pillars of CRO, along with behavior analysis, is idea and hypothesis validation\u2014which we\u2019ll explore in the next step.<\/p>\n\n\n\n Once user behavior analysis is complete, it\u2019s time to create hypotheses and run A\/B tests.<\/p>\n\n\n\n This phase focuses on identifying areas for improvement.<\/p>\n\n\n\n Let\u2019s illustrate with an example: suppose the strategy expected users to take action X, but only a very small percentage are actually doing so.<\/p>\n\n\n\n Being able to identify that gap and fix the problem is a key part of the CRO methodology.<\/p>\n\n\n\n To determine if that identified gap affects conversion rates, you can frame it as a hypothesis.<\/strong><\/p>\n\n\n\n CRO works in a cause-and-effect dynamic.<\/strong><\/p>\n\n\n\n When we frame a gap as a hypothesis, we think: \u201cIf we change this, then we\u2019ll get that result.\u201d<\/p>\n\n\n\n From this experimentation stage, we identify the problem, figure out how to solve it, and observe the expected outcome from the change.<\/p>\n\n\n\n In other words, it all starts from the assumption: if we do X, we\u2019ll get Y.<\/p>\n\n\n\n For example, if we place a form on the homepage, we might increase the conversion rate for that form.<\/p>\n\n\n\n And if we add a CTA button on the homepage, we\u2019ll likely get more product views.<\/p>\n\n\n\n In this experimentation process, you can run the original version alongside the hypothesis version (called the \u201cvariant\u201d) to monitor each one\u2019s performance side by side.<\/p>\n\n\n\n That\u2019s what A\/B testing is\u2014observing how each version performs and which one converts better.<\/p>\n\n\n\n When you conduct a proper data audit at the beginning of the project, it\u2019s not just about collecting a lot of data\u2014it\u2019s about identifying which data is important for each stage of the CRO process.<\/p>\n\n\n\n Remember, conversion is always tied to the KPI defined at the start.<\/p>\n\n\n\n Conversion is what we define as the desired outcome\u2014it could be a page click, a form submission, or an email signup, for example.<\/p>\n\n\n\n Once the hypothesis test is complete, it\u2019s time to run statistical analyses and implement the positive hypotheses.<\/p>\n\n\n\n After validating the hypothesis, you can confidently say there\u2019s an X% real chance of improving the conversion rate\u2014based on proven statistics.<\/p>\n\n\n\n Like any methodology, the first step is to establish a goal.<\/p>\n\n\n\n Note that this goal is always connected to a metric.<\/p>\n\n\n\n For example, if you run an e-commerce site, the metric might be adding a specific product to the cart.<\/p>\n\n\n\n Or if you have a lead generation page, your metric might be the quality of the leads generated.<\/p>\n\n\n\n Understanding the goal behind the strategy will make it much easier to investigate, create hypotheses, and run tests.<\/p>\n\n\n\n These days, there\u2019s a huge push to increase website traffic\u2014but we often see conversion being treated as an afterthought.<\/p>\n\n\n\n As Felipe Kovs from Neil Patel Brasil puts it:<\/p>\n\n\n\n “There\u2019s a huge focus on traffic volume\u2014how many users I have\u2014but we forget to look inside, to analyze who those people are and how we can give them the best possible experience in our ‘online store’.”<\/em><\/p>\n<\/blockquote>\n\n\n\n That\u2019s where the true importance of CRO becomes clear.<\/p>\n\n\n\n Because traffic alone doesn\u2019t deliver results.<\/p>\n\n\n\n You need to convert that traffic into a real objective\u2014leads, opportunities, or sales.<\/p>\n\n\n\n Here are other ways a CRO strategy can help businesses:<\/p>\n\n\n\n With the digital acceleration brought on by the pandemic, competition increased significantly as many companies that were previously only offline moved into the digital space.<\/p>\n\n\n\n As a result, traffic has become more expensive.<\/p>\n\n\n\n Given this context, it\u2019s essential to figure out the best way to use that traffic to get the most out of the marketing and paid media investments being made.<\/p>\n\n\n\n You must keep two key points in mind about the importance of CRO: being clear about the initial goal and understanding that results don\u2019t only come from increased traffic\u2014but more importantly, from optimizing your existing traffic.<\/p>\n\n\n\n Another key aspect of CRO\u2019s importance in business is understanding that conversion optimization work is an asset being built for your company.<\/p>\n\n\n\n That is, the process is cumulative\u2014the more you improve, the bigger the difference you\u2019ll see compared to your competitors.<\/p>\n\n\n\n Imagine Your Competitor Started This Process Two Years After Your Company<\/p>\n\n\n\n You can be sure it will take them much longer to reach the same level of digital maturity and achieve the same conversion rates that you\u2019re seeing today.<\/p>\n\n\n\n In today\u2019s digital landscape, the user\u2019s attention span is becoming increasingly shorter.<\/p>\n\n\n\n People have multiple tabs open in their browsers, consume more and more content, and are constantly bombarded with stimuli.<\/p>\n\n\n\n That means your business is not only competing with other players in your market but also with social media, smartphones, and countless distractions.<\/strong><\/p>\n\n\n\n Therefore, it\u2019s becoming harder and harder to grab users\u2019 attention.<\/p>\n\n\n\n This means you have only a few seconds to show what your company has to offer and why your brand is the best choice among the dozens of others they might come across on Google Ads or social media.<\/p>\n\n\n\n That\u2019s why CRO is one of the main strategies to ensure this communication is direct and effective.<\/p>\n\n\n\n Another reason to implement a CRO strategy in your business is digital positioning.<\/p>\n\n\n\n Companies that rank among the top search results on Google are perceived by consumers as market leaders.<\/p>\n\n\n\n People tend to trust and value websites that appear on the first page. These sites receive more visibility and are viewed as authorities and references in their markets.<\/p>\n\n\n\n Your website essentially represents your company\u2019s position in the industry.<\/p>\n\n\n\n When a user visits a site that clearly communicates what the business does and who it serves, they can quickly understand the brand\u2019s market positioning.<\/p>\n\n\n\n Hence, it\u2019s crucial that your communication is sharp and strategic\u2014CRO supports this through copywriting<\/a>, speed optimization, and other tools.<\/p>\n\n\n\n When your site is well-positioned in search results, you’re more likely to attract qualified leads.<\/p>\n\n\n\n That\u2019s because users already understand what your site offers and are more open to, for example, chatting with a sales rep, scheduling an initial meeting, or even making a purchase.<\/p>\n\n\n\n The role of traffic goes far beyond just bringing people to your site.<\/p>\n\n\n\n Think of your site as a physical store. If someone walks in, they\u2019re not going to wait around forever for someone to help them.<\/p>\n\n\n\n If support takes too long, they\u2019ll just leave.<\/p>\n\n\n\n The same applies to website traffic.<\/p>\n\n\n\n Users expect a quick answer about what the site offers, who the company is, and what product or service is available.<\/p>\n\n\n\n If the user feels welcomed, they stay. If not, they close the tab.<\/p>\n\n\n\n We\u2019ve already seen how impactful CRO can be for your business, so you might be wondering: when is the right time to start developing this strategy?<\/p>\n\n\n\n There are two main scenarios that suggest it’s the right moment:<\/p>\n\n\n\n In terms of the market, the pandemic is a prime example.<\/p>\n\n\n\n Since 2020, there\u2019s been a major push toward digital transformation, and competition in the online space has surged compared to pre-pandemic times.<\/p>\n\n\n\n In Brazil, for example, we have limited digital media acquisition channels.<\/p>\n\n\n\n Google dominates over 95% of all search queries.<\/p>\n\n\n\n On the social media front, Facebook and Instagram also have a major presence.<\/p>\n\n\n\n So we\u2019re looking at a scenario where more and more companies are going digital\u2014but there are only a few channels through which to reach users.<\/p>\n\n\n\n This is why CPC (cost per click) keeps rising, and CRO becomes a valuable opportunity to make the most of your traffic without needing to raise your investment.<\/p>\n\n\n\n Thus, focusing on optimizing the traffic you already have becomes essential for boosting conversions.<\/p>\n\n\n\n Another great time to consider implementing a CRO strategy is when your company reaches a certain level of maturity.<\/p>\n\n\n\n A solid marketing foundation is essential before you can start using this methodology effectively.<\/p>\n\n\n\n By solid foundation, we mean having:<\/p>\n\n\n\n It\u2019s important to have marketing channels that drive visitors to your site.<\/p>\n\n\n\n Having a solid base of data allows you to validate hypotheses.<\/p>\n\n\n\n It becomes harder to measure results on a website that, say, only gets 200 visits per month.<\/p>\n\n\n\n To run A\/B tests, you need a substantial amount of traffic.<\/p>\n\n\n\n According to Gustavo Luby, CMO at Leadster, with around 2,000 monthly visits, you can already start running reliable tests.<\/p>\n\n\n\n Keep this in mind when considering CRO for your business.<\/p>\n\n\n\n Besides having a minimum amount of traffic, you\u2019ll also need an internal team capable of executing the tests.<\/p>\n\n\n\n Otherwise, you\u2019ll need to outsource the work to a company that specializes in CRO.<\/p>\n\n\n\n Also remember: the testing phase requires frequent changes.<\/p>\n\n\n\n You\u2019ll need a team that can quickly implement these updates.<\/p>\n\n\n\n For example, if you need a new landing page for your campaign, you’ll need:<\/p>\n\n\n\n If your company has all of this in place, then it\u2019s absolutely viable to start developing a CRO strategy to improve your existing results.<\/p>\n\n\n\n Once you have the structure, traffic, and a team (internal or external) in place, the next step is to choose a core goal for your CRO efforts.<\/p>\n\n\n\n Let\u2019s go through a practical example.<\/p>\n\n\n\n Imagine that for the next two months, your company\u2019s main focus is to generate leads for new account creation\u2014or, say, to add products to the cart.<\/p>\n\n\n\n The first step is to define a clear objective, and then you can begin testing.<\/p>\n\n\n\n The results of these tests will guide new ones that are even more targeted and efficient.<\/p>\n\n\n\n For instance, if you switch the main CTA button to CTA B, the outcome\u2014whether positive or negative\u2014will point you toward the next test and help you generate even better results.<\/p>\n\n\n\n A strong team, solid traffic, and the current market landscape are the key ingredients that determine the best time to build a CRO strategy for your business.<\/p>\n\n\n\n Data analysis is one of the main pillars of CRO.<\/p>\n\n\n\n The most common way to collect data is using the universal version of Google Analytics.<\/p>\n\n\n\n This tool allows you to create customized reports using the Custom Report feature.<\/p>\n\n\n\n Google provides various metrics and insights, including conversion locations and traffic sources, showing which pages users navigate through.<\/p>\n\n\n\n On your homepage, for example, you can analyze how many sessions were initiated, what the bounce rate is, how often your objective was reached, and what the conversion rate is.<\/p>\n\n\n\n If Google Analytics is correctly implemented, you can conduct this analysis for every page on your website.<\/p>\n\n\n\n This way, you can track your site\u2019s performance on a page-by-page basis.<\/p>\n\n\n\n Here\u2019s an example: suppose every page on your site has a trial signup form or a lead capture form\u2014how do you know which page generates the most conversions?<\/p>\n\n\n\n Just click \u201cCreate your custom report\u201d and filter by completed goals.<\/p>\n\n\n\n You might notice that while the homepage has more sessions (keeping in mind that sessions don\u2019t reflect the number of users\u2014one user might generate multiple sessions), the page with the highest volume of conversions could be another one entirely.<\/p>\n\n\n\n With this, you can better determine which page holds the most value in your analysis.<\/p>\n\n\n\n Within the GA (Google Analytics) report, it’s possible to update the analysis by prioritizing a specific page of the website to understand the source of the users\u2014whether they came directly via the site URL, through paid media, affiliates, or any other channel.<\/p>\n\n\n\n This is important because when you understand where the user is coming from, it becomes easier to understand their expectations.<\/p>\n\n\n\n For example, if in a paid media campaign you’re promoting an argument like free shipping, and in the ad you mention free shipping, the keywords you’re buying refer to free shipping, but when the user clicks the link, they\u2019re directed to a page that talks about cost-benefit, a mismatch in expectations occurs.<\/p>\n\n\n\n This happens because the user encounters something different from what they were led to expect during their journey.<\/p>\n\n\n\n That\u2019s why it’s so important to understand the main source of users, and consequently, the argument that was used in that source to lead the user to the site.<\/p>\n\n\n\n Another key point is understanding the navigation flow.<\/p>\n\n\n\n In the report, you can create a tab that shows exactly where people are entering your site, where they go next, and where they eventually stop navigating.<\/p>\n\n\n\n You can also analyze both the entry and exit pages\u2014meaning, you\u2019ll be able to identify which page users land on first, followed by the second, and so on.<\/p>\n\n\n\n This allows you to evaluate whether this is the journey you structured for your users.<\/p>\n\n\n\n Considering these points, you can filter all the available data within GA to begin formulating some hypotheses.<\/p>\n\n\n\n So, for example, if you designed a flow that moves from Page A to Page B, then to Page C, but the GA report shows that users enter through Page A and then jump to Page O, and later exit on Page P…<\/p>\n\n\n\n What might be happening?<\/p>\n\n\n\n Are users getting distracted within the site?<\/p>\n\n\n\n Would testing a more streamlined version with fewer clickable options\u2014emphasizing the continuation from Page A to Page B\u2014result in higher conversions as originally planned?<\/p>\n\n\n\n Or should the journey be adapted based on how the audience is reacting?<\/p>\n\n\n\n You can continue this analysis to see what the actual exit page is.<\/p>\n\n\n\n Suppose your goal is for users to exit the site on the \u201corder confirmed\u201d page.<\/p>\n\n\n\n After all, you don\u2019t want them dropping off on the cart page or the login page.<\/p>\n\n\n\n The goal is always to guide the user through the entire site journey.<\/p>\n\n\n\n Don\u2019t forget to analyze when users are abandoning the site, what the main abandonment page is, and why.<\/p>\n\n\n\n Examining the data is crucial, but you shouldn\u2019t jump to conclusions before running tests.<\/p>\n\n\n\n You must structure a test with valid, realistic KPIs appropriate for that conversion goal in order to understand whether the audience will respond as expected.<\/p>\n\n\n\n Once the test is validated, you can start projecting more realistic results.<\/p>\n\n\n\n The major advantage of working with CRO is that the data is entirely real\u2014unlike, for example, when conducting a market research study.<\/p>\n\n\n\n Imagine a company conducting a study on chocolate consumption during the pandemic. That could include cakes, premium chocolate, chocolate bars, or cocoa powder.<\/p>\n\n\n\n The data may be relevant, but what\u2019s the cost and scope of that research?<\/p>\n\n\n\n When the analysis is done within the company\u2019s own website, using real-time tests, it opens a much deeper window of insight into the specific behavior of its prospects and customers.<\/p>\n\n\n\n The relevance of this kind of analysis is far greater than just looking at the overall market\u2014especially when it comes to conversions and sales.<\/p>\n\n\n\n For small businesses in particular, it\u2019s much easier to be assertive when you have a testing base and solid data analysis.<\/p>\n\n\n\n Let\u2019s look at two real case studies that show how a CRO strategy works in practice to boost conversions and sales using Google Analytics data.<\/p>\n\n\n\n This case comes from the Neil Patel Brasil agency, which worked side by side with a client with the goal of selling a course.<\/p>\n\n\n\n The first analyses carried out to begin applying this methodology were:<\/p>\n\n\n\n Ensuring the client was tracking everything correctly\u2014in other words, confirming that there was available data on the number of completed sales, cart additions, and user behavior within the e-commerce platform.<\/p>\n\n\n\n This involved evaluating the website and its CTA.<\/p>\n\n\n\n Given current patterns of online content consumption, we can already see that people are increasingly multitasking\u2014and that means there’s even less time to grab a customer\u2019s attention.<\/p>\n\n\n\n Therefore, one of the most important characteristics for any digital business today is to be objective and have a clear value proposition.<\/p>\n\n\n\n One thing the agency noticed was that the client\u2019s page lacked clarity and focus. When they reviewed the site, they saw a large headline enclosed in parentheses, with quotation marks and ellipses.<\/p>\n\n\n\n The article was long and confusing.<\/p>\n\n\n\n Visually, the headline included bold, underlined, and oversized text\u2014which ended up distracting users from the main offer.<\/p>\n\n\n\n Considering the entire digital environment, it was clear there was a gap that could be improved.<\/p>\n\n\n\n Even when you identify an area for improvement on the page, it\u2019s hard to say for sure that changing one element will improve results\u2014at least, not without testing.<\/p>\n\n\n\n Each audience is different, and user behavior can be unpredictable.<\/p>\n\n\n\n Based on the analysis and information hierarchy, the headline was rewritten, reorganizing where the most important information needed to be placed, assigning different visual weights to each piece, and making it simpler and more direct.<\/p>\n\n\n\n The agency also made the supporting article lighter for users who were already interested by the headline and kept the video as a strong source of extra information.<\/p>\n\n\n\n The CTA button was redesigned to be larger, making the desired action more visible.<\/p>\n\n\n\n In this case, the button said: \u201cTry it for 14 days for just $17\u201d\u2014which means the user knows exactly what to expect on the next page. They aren\u2019t clicking to talk to a sales rep or a chatbot<\/a>.<\/p>\n\n\n\n It’s essential to align with the user\u2019s real expectations and make it clear what will happen after the click.<\/p>\n\n\n\n With these changes made, both versions were tested in a double-blinded experiment\u2014meaning the team didn\u2019t know exactly who saw which version, and the participants didn\u2019t know they were part of a test.<\/p>\n\n\n\n There was quantitative monitoring of how many people participated and converted in Version A or Version B.<\/p>\n\n\n\n But no one knew which specific users saw which version.<\/p>\n\n\n\n Participants were simply shown one of the versions after clicking an ad or a link.<\/p>\n\n\n\n The idea is not to ask users to make a conscious choice, but to understand their spontaneous behavior\u2014because that\u2019s what really matters in day-to-day digital experiences.<\/p>\n\n\n\n A good tool for running this type of test is Google Optimize.<\/p>\n\n\n\n After running the tests with both versions, the agency had a clear picture of how each performed.<\/p>\n\n\n\n For the original version, the conversion rate was 1.58%\u2014very close to what the client already had.<\/p>\n\n\n\n In the variant version, with some simple but structured changes to the way the information was organized\u2014making the communication as clear as possible\u2014the conversion rate jumped to 2.08%<\/strong>, a 32% increase<\/strong> in conversion rate.<\/p>\n\n\n\n That means if the client was previously selling 158 courses per month, they could now sell 208 just by changing that one screen.<\/p>\n\n\n\n That\u2019s a huge impact, especially when you consider the average ticket value and how much more can be added to total sales.<\/p>\n\n\n\n It\u2019s important to highlight that we don\u2019t always know everything about our audience\u2014especially since the internet changes so quickly.<\/p>\n\n\n\n Even if your business has been in the market for 20 years, it\u2019s essential to understand your audience and validate ideas through real-user testing.<\/p>\n\n\n\n Let\u2019s look at another real case from Neil Patel Brasil.<\/p>\n\n\n\n The client had an e-commerce business that offered free shipping nationwide, and this advantage was part of the business strategy.<\/p>\n\n\n\n However, offering free shipping demands a lot of financial and logistical effort.<\/p>\n\n\n\n Therefore, it was necessary to understand whether this strategy was actually worthwhile and contributing to conversion rates.<\/p>\n\n\n\n First, they aimed to understand how the company was communicating to the audience that the website offered free shipping, and how users were engaging with that information.<\/p>\n\n\n\n It was important to determine whether customers were properly understanding this benefit.<\/p>\n\n\n\n An analysis was conducted using Google Optimize,<\/strong> which is integrated with Google Analytics<\/strong> and Google Tag Manager.<\/strong><\/p>\n\n\n\n Using these tools allows for cross-referencing various data points.<\/p>\n\n\n\n In this experiment, the goal was to test the user experience regarding the free shipping message, by comparing data from both versions.<\/p>\n\n\n\n A change was made to highlight the article and image referring to free shipping.<\/p>\n\n\n\n There was no change to the product itself, but the A\/B test sought to make this important business pillar even more explicit.<\/p>\n\n\n\n Considering the conversions from the experiment (including the action of adding a product to the cart), it became clear that the variant version showed more expressive numbers, with 2,000 conversions versus 1,600 in the original version. The conversion rate went from 4.7% to 5.6% \u2014 nearly a 1% increase.<\/p>\n\n\n\n These data analysis tools also offer probability insights.<\/p>\n\n\n\n It was shown that the variant version had a 96% chance of increasing the conversion rate \u2014 in other words, a 96% chance of a 20% increase in cart additions.<\/p>\n\n\n\n This means that over 6 months of running tests, the business could see a 20% increase in cart additions without needing to create a new website or discover a new technology.<\/p>\n\n\n\n Therefore, by analyzing audience behavior and putting into practice clear communication, relevance, and user incentives, it\u2019s possible to provide the best experience for our clients’ users.<\/p>\n\n\n\n Now, let\u2019s share our own case study so you can understand how to optimize conversions by aligning with the customer journey.<\/p>\n\n\n\n Leadster\u2019s website is designed to present the company and guide the user to create a free account.<\/p>\n\n\n\n The goal of our CRO strategy was to better leverage the traffic the site already receives, without necessarily attracting more visitors.<\/p>\n\n\n\n In other words, we wanted to increase account creation conversions by using the visitors who were already arriving at the site through our paid and organic channels.<\/p>\n\n\n\n The CRO strategy was based on four main pillars, which we\u2019ll share to illustrate how analysis, testing, and changes work in practice:<\/p>\n\n\n\n Our scenario involved an investment in paid media directed entirely to the homepage, which was the first point of contact for most visitors.<\/p>\n\n\n\n It’s important that the ad offer matches the website offer.<\/p>\n\n\n\n However, one mistake we made was starting the journey from the site, when in reality, the visitor\u2019s journey starts long before accessing the website.<\/p>\n\n\n\n The visitor doesn\u2019t just fall out of the sky \u2014 they arrive on the page because they saw something before, searched on Google, heard about the company, or were impacted by an ad on Instagram, for example.<\/p>\n\n\n\n It\u2019s crucial to understand where the user came from and what exactly they saw before landing on the page.<\/p>\n\n\n\n Leadster\u2019s site used to say: \u201cConversational Marketing: the Future of Lead Generation.\u201d<\/p>\n\n\n\n We noticed that this article was too complex and didn\u2019t communicate clearly and briefly the value the company offers.<\/p>\n\n\n\n The image next to the article also made it harder to quickly understand the solution we provide.<\/p>\n\n\n\n Based on this analysis of our own site, we realized that the landing page was overly complicated and created confusion about what exactly the company does.<\/p>\n\n\n\n A clear sign of the issue was that 50% of users weren\u2019t even scrolling \u2014 we were losing half our traffic right at the top of the page.<\/p>\n\n\n\n We understand that the most important part of the site is the top section.<\/p>\n\n\n\n That\u2019s where the headline has the best chance to make an impact and, as a result, increase the conversion rate.<\/p>\n\n\n\n Based on our homepage analysis, we made a few changes and created a new landing page for our ads.<\/p>\n\n\n\n On this new page, we eliminated user escape routes \u2014 meaning the user can only scroll or click the button, without being able to navigate to other pages.<\/p>\n\n\n\n We also greatly simplified the communication. Instead of using \u201cconversational marketing\u201d as the first thing, we changed the article to clearly communicate the company\u2019s value: Next to it, we placed a very clear image showing the solution in action on the client\u2019s website, capturing more visitors.<\/p>\n\n\n\n As a result, we were able to increase the conversion rate simply by changing the article and image on our landing page.<\/p>\n\n\n\n We focused on making the offer clearer and more straightforward.<\/p>\n\n\n\n When analyzing the user journey, we again highlight the importance of knowing where the user is coming from and what device they\u2019re using to access the site.<\/p>\n\n\n\n Our main paid traffic channel is Facebook.<\/p>\n\n\n\n We discovered that 94% of accesses from this network were via mobile \u2014 meaning users were primarily viewing the site on their phones.<\/p>\n\n\n\n Only 6% were using desktops.<\/p>\n\n\n\n This was another mistake we made at Leadster, and we\u2019re sharing it so you can be aware when optimizing your own site\u2019s navigation.<\/p>\n\n\n\n Because we work from computers, analyzing and testing the site on large screens, we didn\u2019t realize that mobile users were seeing something completely different.<\/p>\n\n\n\n Once we caught that, we optimized the mobile version of the site.<\/p>\n\n\n\n We worked on specific mobile-focused points \u2014 for example, the article size.<\/strong><\/p>\n\n\n\n We reduced the article significantly so it would fit on a phone screen.<\/p>\n\n\n\n Then we placed the CTA in the first fold.<\/strong><\/p>\n\n\n\n In other words, the orange \u201cSee Demo\u201d button appears before the user scrolls down, so they instantly know what action your site wants them to take.<\/p>\n\n\n\n The selected image was also optimized for mobile to be more specific and appropriate for phone viewing.<\/strong><\/p>\n\n\n\n Lastly, we worked on improving loading speed, since if a site takes too long to load, users lose patience and leave.<\/p>\n\n\n\n In this case, it\u2019s worth optimizing your server or hosting provider to deliver better mobile speed.<\/strong><\/p>\n\n\n\n We used the Google Optimize platform to analyze the data and monitor metrics.<\/p>\n\n\n\n As a result, the original page that had a 4.88% conversion rate rose to 6.01% after the changes.<\/p>\n\n\n\n We also tracked two key metrics: one for the top of the funnel and one for the bottom.<\/p>\n\n\n\n Top-of-funnel was related to account creation, and bottom-of-funnel was the free chatbot implementation.<\/p>\n\n\n\n\n
\n
The Pillars of CRO<\/h2>\n\n\n\n
Collection of Reliable Data<\/h3>\n\n\n\n
Behavior Analysis<\/h3>\n\n\n\n
Experimentation<\/h3>\n\n\n\n
User Experience<\/h3>\n\n\n\n
Why is CRO Important in Business?<\/h2>\n\n\n\n
<\/figure>\n\n\n\n\n
Budget Optimization<\/h3>\n\n\n\n
A Valuable Asset for the Company<\/h3>\n\n\n\n
Capturing the User\u2019s Attention<\/h3>\n\n\n\n
Brand Positioning<\/h3>\n\n\n\n
More Qualified Leads<\/h3>\n\n\n\n
When to Apply CRO?<\/h2>\n\n\n\n
<\/figure>\n\n\n\n\n
Market-Driven Moment<\/h3>\n\n\n\n
Internal Business Conditions<\/h3>\n\n\n\n
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\n
<\/a><\/figure>\n\n\n\nHow to Use Google Analytics?<\/h2>\n\n\n\n
Identifying Key Pages<\/h3>\n\n\n\n
User Origin<\/h3>\n\n\n\n
Navigation Flow<\/h3>\n\n\n\n
How to Increase Your Conversions and Sales with Google Analytics<\/h2>\n\n\n\n
<\/figure>\n\n\n\nProper Data Collection<\/h3>\n\n\n\n
Site and User Behavior Analysis<\/h3>\n\n\n\n
Choosing a Variable and Starting the Test<\/h3>\n\n\n\n
Analyzing the Test Results<\/h3>\n\n\n\n
\n\n\n\nHow to Optimize Your Conversions by Considering the Consumer Journey<\/h2>\n\n\n\n
<\/figure>\n\n\n\nMaintain Context Within the Journey<\/h3>\n\n\n\n
Speak the Visitor’s Language<\/h3>\n\n\n\n
\u201cGet 3x More Leads from Your Website: Interactive Chatbot<\/a> to Automatically Generate and Qualify Your Leads!\u201d<\/p>\n\n\n\nMobile First<\/h3>\n\n\n\n
Track Top and Bottom of Funnel Metrics<\/h3>\n\n\n\n
![\"\"](\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/2-5-1024x546-1.webp\")
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