Getting to grips with Conversion Rate Optimisation (using cinemagraphs)

Posted by on 20th, Aug, 2013

CRO or conversion rate optimisation is becoming more mainstream, partly due to more coverage in digital marketing blogs and partly thanks to the selection of great CRO tools currently available. But CRO isn’t just about changing the colour of a few buttons and expecting to see massive improvements in your conversion rate. You can test any element of your site from text, imagery, colour and layout – in fact knowing what to test can be half the battle. We’ll be posting some more detailed posts about CRO with real results in the coming weeks.

In the meantime I thought it’d be cool to take a look at conversion rate optimisation using cinemagraphs. Just a light-hearted post inspired by Chris Dyson but I imagine this could be one of the early experiences many people have with CRO :)

 

It’s 9:00am and your boss asks why the site conversion rate is just 0.5%…

Chewing

 

 

You guess that’s bad so you head off to Google to find out what you can do about it…

 

 

It seems that CRO is the answer, tweaking and changing site elements to encourage more conversions…

Chopping

 

 

You try to choose something to test but there’s just too many elements…

Juggle

 

 

So you decide to use ‘scientific methodologies’ to select some changes…

Bottle spin

 

 

You ask the dev team to make the changes, but they…seem…busy…

Ball swat

 

 

So you try to make the changes yourself…the dev team notices this and are unhappy…

Pointing gun

 

 

However, you find a way to edit the code without them noticing…

jaybob

 

 

The change is live for a week. You check the conversion rate just a couple of times…

Peeking

 

 

But your boss appears less patient…

Angry chew

 

 

You tell the rest of the marketing team about the CRO test. They seem thrilled too…

Excited

 

 

Finally the conversion rate goes up a little. You’re expecting…

Clapping

 

 

But turns out the ‘under the radar’ change you made broke the site on iPad…the boss uses an iPad…

Raining

 

 

The boss, who now bears a striking resemblance to Jack Nicholson, doesn’t like it when the site breaks…

No way

 

 

So you return to your desk, looking for inspiration…

stapler

 

 

…and find someone willing to help – beardy Dave from the Design department…

Stroke

 

 

He tells you about software that lets’s you manage CRO tests easily – it comes with great reporting…

Happy dance

 

 

You suddenly feel in control, strangely powerful…

Powerful

 

 

You use the software and carefully monitor the results…

swiping

 

 

The software helps you run more tests and generate a load more orders, things are busy…

Orders

 

 

Happy with your efforts, you head to the bar for a well earned drink…

Drinking

 

 

The next day your boss, who now looks suspiciously like Clint Eastwood, seems happy…

Nodding

 

 

And now you’re a CRO legend – the one person people turn to when they want to squeeze more out of the website…

Legend

 

If you’re in this position and find yourself hunting for CRO software, we recommend and use Visual Website Optimizer and Optimizely:) Both top bits of software, just install one script then the CRO world is your oyster!

P.S Before a deluge of clever commentators notice, not all the gifs above are strictly cinemagraphs (the Jay and Silent Bob image is just a looping gif really) but hopefully it still made you smile!

inbound marketing ebook download banner

Cinemgraphs credits: Tech Noir    Cinemgraph Collection    The Ultra Linx    Tripwire    Head Like an Orange    Buzzfeed    Superwhite    &    Hongkiat

Will O'Hara

Posted By Will O'Hara

Will leads the digital strategy for Tone. He enjoys delving into technical search work and generating exceptional content ideas with the team. Follow him on Twitter @willohara or Google+

  • ChrisLDyson
    • http://www.tone.co.uk/ Will O’Hara

      Thanks Chris :)

  • Pingback: Marketing Day: August 20, 2013

  • Joshua

    Funny. Made me laugh as I can relate to it. If only those tools were that easy… VWO has broken so many sites for me – particularly ones on Magento. You have to be careful and STILL work with development.

    • http://www.tone.co.uk/ Will O’Hara

      Hi Joshua. Definitely agree – care still needs to be taken with any CRO tools, you’re still effectively editing the live site. Changing the dynamic elements of a site or the checkout area of an ecommerce site can be really bad news unless you know what you’re doing. Glad it made you laugh though – just trying to get CRO into more people’s vocabulary really, it often seems to take a back seat but can be hugely powerful.Thanks for the comment :)

  • http://www.treasurepen.com/ TreasurePen

    Silent Bob – haven’t heard that name for a long time! Mallrats was one of the finest cinematic works of the 20th century! Top marks for the slide show – I hope it was a labor of love!

    Now for the serious question: what % Conversion rate would you consider acceptable for a new website (does age matter?) targeting a broad market using a fairly generic set of key words? I assume you also have to differentiate between websites which don’t require someone to pay anything and those that do (i.e. the Conversation rates would be different for both.)

    Regards,

    Lisa Reed (from http://www.treasurepen.com/ )

    • Will O’Hara

      Hi Lisa,

      Thanks for the comment – you’re right that your question is a tricky one to answer. Remember that conversion rate doesn’t always relate to the final sale or signup. it can often refer to the goal on any given page. So if page 2 of your signup process is causing X% of people to drop out, CRO can still be used to create a hypothesis and a set of tests to check that hypothesis. Your ‘conversion’ in this case is to get X more people to stage 3.

      Often it’s many smaller improvements and increases that contribute to a larger increase in overall conversion rate (from visitor to final goal). As an industry average people often quote between 1% and 2% – but you’re right that conversion rates are going to be different for different types of sites/goals. Free signups will attract a higher conversion rate than a paid service, high value products will be harder to sell than low value ones. The advice is to launch, test and analyse. You’ll probably need to test and analyse continually, squeezing every last % point out of your site.

  • Pingback: Marketing Day: August 20, 2013 « TLC Niche Marketing