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Unlocking Success With Conversion Rate Optimization (CRO)

June 6, 2024

February 15, 2024

Written By:

Trevor Glassman, David Stewart

Elevating the Digital User Journey for Peak Website Performance

In the dynamic landscape of the digital world, where attention spans are fleeting and user expectations are soaring, ensuring your website is not only functional, but optimized for peak performance is paramount. Testing and optimization involve a systematic approach to enhancing user experience, maximizing conversions, and achieving your online goals. 

It's not just about fixing what's broken; it's about refining and elevating the entire user journey through data-driven decisions. By constantly evolving and fine-tuning your website, you not only meet user expectations, but exceed them — leading to increased engagement, satisfaction, and ultimately, Conversion Rate Optimization (CRO)

What is Conversion Rate Optimization (CRO)

Conversion Rate Optimization (CRO) is the process of improving a website or marketing campaign to increase the percentage of visitors who take a desired action. The desired action, or conversion, can vary and might include making a purchase, signing up for a newsletter, filling out a form, or any other goal that aligns with the business objectives.

The primary goal of CRO is to maximize the efficiency of a website or marketing funnel, ensuring that a higher proportion of visitors are converted into customers or leads. Instead of focusing solely on increasing website traffic, CRO emphasizes enhancing the user experience and optimizing elements such as design, content, and functionality to encourage visitors to take the desired actions.

Our Conversion Rate Optimization Approach

At Karsh Hagan, our approach to testing and optimization is a well-crafted framework designed to uncover and address the nuances of your website's performance and usability. The process begins with a meticulous identification of problem areas through the gathering of qualitative and quantitative data. This data-driven approach forms the basis for creating actionable insights and innovative solutions to the issues identified. 

The next steps involve the artful integration of UX/UI design, where our team brings these solutions to life visually. The real magic happens during the testing phase, where different versions of solutions are rigorously tested to identify the most effective ones. Finally, the optimized solution is deployed, transforming your website into a high-performing, user-centric digital asset. 

What Website Testing Tools Should I Use?

We have many tools in place to help facilitate testing and optimization for our clients. Here are a few:

  • GA4 - Google Analytics for site diagnostics and KPI tracking
  • Crazy Egg - Basic user engagement tracking software
  • - Moderated and unmoderated usability testing
  • - Enterprise multivariate testing and A/B testing software
  • Figma - Rapid prototyping and design creation and iteration
  • Google Lighthouse - For speed testing and load time improvements

It’s Never Too Late to Start Conversion Rate Optimization

Under Canvas, a valued luxury glamping client was struggling with online conversions. Through our testing and optimization process, we identified pain points in the online experience and were able to come up with actionable insights for improvements. We discovered the site lacked a critical path, had confusing messaging, and left users wondering what exactly they were buying from Under Canvas. In fact, during usability testing, one user proclaimed that he thought he was being asked to buy a tent, not book a luxury glamping experience. No wonder users weren’t converting! Employing our testing and optimization process, we helped Under Canvas pinpoint areas for small improvements, revamped the UX/UI where needed, and experimented with different iterations to get the best results.

We eventually were able to double their online conversions by making the following optimizations:

  • Journey Mapping and Critical path planning to determine how users should flow through the site from the home page to the checkout page
  • Navigation and utility navigation updates for quick access to the critical path and conversion pages
  • Contextual navigation modules that focused on selling the location first and their tents second, getting users deeper into the conversion funnel
  • A/B testing button language to optimize for conversion

View Under Canvas Case Study

Website Testing and Optimization for our Bank Client

In another case, our long-time bank client Pinnacle Bank wanted to normalize & optimize their CTA button language. Over the years, as hundreds of pages have been created by multiple admins, the CTA hierarchy started to vary too much. There was no consistency and no prior knowledge as to what was working the best to get the most conversions. We approached our client with a strategy to clean up their CTAs and optimize them for maximum conversion.

Here Is How We Did It:

  • Audit the site and document every button, the button text, and its destination page
  • Flag buttons with different languages but the same destination pages
  • A/B test the button language against variants to determine which button language works best for what function
  • Using Crazy Egg we report on the findings and then go live with the optimized buttons

Simply put, the results were amazing. We were able to increase click-through rates by 28% on buttons that were optimized from Learn More to Get the Details and by 14% on buttons that were optimized from Open in Minutes to Get Started. While the click-through rate improvement was huge, we also provided the client with a content strategy on what button language to use and when to use it.

View Pinnacle Bank Case Study

Karsh/Hagan is Here To Help

Conversion Rate Optimization(CRO) is not just about Website testing and optimization are not just tasks; they're transformative journeys that lead to enhanced user experiences and improved business outcomes. If you're ready to unlock the full potential of your digital presence, Karsh Hagan is here to guide you. Our proven testing & optimization framework ensures your website evolves in sync with user expectations, leading to increased conversions and overall success. 

If you are interested in hearing more, contact us today to embark on a journey of digital transformation that goes beyond fixing problems – it's about creating exceptional online moments and experiences.

"Its not wether you get knocked down"


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