The Objeqt Optimization Blog:
Actionable Posts to Help You Improve Your Conversion Rates
Whether you’re just getting started with conversion rate optimization or you’re an old pro, check out our library of how-to-posts, guides, and more. Click the topic you’re interested in now!
A buyer persona (aka. user persona, customer persona) is an avatar that represents the aggregate of your target customers. The persona answers the questions: Who is my ideal customer? What do they want, in life, at work, at home? What do they need? What are they trying to accomplish? What goals drive their behavior? What are they looking for that I can provide?
e-Commerce customer journey maps have the potential to be the best tool your marketing department has – or a colossal waste of time. There are plenty of articles out there that will tell you how to build a customer journey map in “3 easy steps.” Those don’t work, at least not by my standards. If your customer journey map isn’t moving you towards more conversions and awesome retention rates, it’s a waste of paper.
Numbers and words — or quantitative and qualitative research, as optimizers think of them — are two of the most important parts of thorough conversion research. The results are the basis for CRO testing. But while locating conversion improvement opportunities through quantitative data is relatively easy and straightforward (simply compare your numerical results to your expected results!), implementing qualitative feedback for better conversions (CRO testing) just isn’t as simple.
Qualitative research isn’t just about visitor surveys and user testing. While both of these methods give us the opportunity to directly observe visitors’ behavior and get a glimpse of the thought process behind it, surveys and user testing suffer from a serious limitation: visitors and testers are aware that they are being observed.
When you run a user survey, you’ll post direct questions to your visitors with the goal of discovering their perceptions of specific issues. For conversion optimization, you can also use user surveys to identify the most common sources of anxiety and friction. To get the most useful results, pose open-ended questions, like “What do you look for when you shop for bath products?” This type of question allows users to voice concerns or opinions freely, and they may bring up points you hadn’t even considered.
No matter the product or service you sell, the best way to see if your business is actually viable is to expose it to your target audience and see how they react. Often, this process can reveal unexpected insights or offer helpful guidance to the seller. It’s why developers deploy “beta” editions of software before launching their product, so real users can catch the bugs before the product hits the marketplace.
Because conversion optimization deals with improving website performance, and because websites are primarily technical constructs, it’s easy to lose sight of one simple fact: websites exist to draw customers, and customers are real people. This is Article 1 in a series that will examine the process, tools, and analysis of performing customer research for conversion rate optimization.
Fear, uncertainty and doubt accompany every transaction we make, to some degree. We expect that when we exchange our hard-earned cash for a product, we’ll receive something of equal or greater value in return. But we’ve been fooled before (and if we haven’t, thousands of online reviewers have, which is enough to make anyone jumpy).
Buyer psychology guides everything that we do. You might even say that CROs and shrinks share the same goal: Both seek to understand the human mind to help them find solutions to their problems. But, of course, we want more than that. We want them to pay for those solutions. And that presents a few psychological hurdles.
No matter what’s being sold, buying is inherently emotional. Getting people to buy without an emotional connection just doesn't work very often, much like Keanu Reeves these days. Buying is emotional. People get invested in their purchases, both literally and figuratively.