You've invested considerable time into planning and creating your landing pages, but like SEO, landing pages are not a set and forget kind of thing. Conducing a landing page CRO audit helps you understand exactly what issues crop up when customers visit which prevent them from converting. In this article, we will revisit what a landing page and conversion rate optimisation are, and the steps to complete a CRO audit on your website.
Landing Pages & Conversion Rate Optimisation
In our previous articles Landing Page Optimisation and CRO, and Conversion Rate Optimisation, we explained what a landing page is, the benefits it can offer, what conversion rate optimisation (CRO) is, and why it is something you should be thinking about. For detailed information, please refer to those two articles, but in short these mean:
- a landing page is a website page specifically created to encourage a visitor to do a specific action.
- landing page optimisation refers to the process of analysing or auditing a landing page, and then implementing the changes necessary to increase its conversion rate
- conversion rate optimisation is the process of increasing the percentage of visitors who perform a specific action (conversion) on a website.
- CRO is important because the higher the rate, the more people are taking the desired action when visiting your website.
How to Do a Landing Page CRO Audit
A landing page CRO audit is a complete evaluation of your landing page from the point of view of a visitor. The audit will find out how each specific area on the landing page is working, identify things that need improving and which improvements you should focus on first. The ability to increase conversions on your landing page is of huge benefit for your business, and can be done in eight steps:
- Check your goals - have the goals of this page changed, or remained the same? How far away is the page from achieving those goals? What is the current conversion rate?
- Check your audience - are your target audience the ones who are actually visiting the landing page, or is it being visited by a different audience?
- Know what the audience is doing - when they visit your landing page, what do people do? What do you want them to do? How will you persuade people to do this? Google Analytics and hot maps are good tools to find out what visitors actually are doing.
- Know your traffic - you may be sending people to your landing page via paid Facebook ads, but is there anyone coming from other places? Is the same audience type coming from other sources, or is it a different audience group? What does each group origin do?
- Check your current content - is your current landing page content compelling and persuasive enough? What value is it offering the visitor? It is likely to need great headings and sub headings, awesome images and videos, compelling and clear messages, easy to read and use forms, and clear calls to action.
- Check the design and functionality - think about each element on the landing page, from design to colour, size to placement. What can you do to improve each one?
- Check the user experience - using the UX honeycomb, go through and consider each of the 7 key factors it should be - valuable, useful, credible, desirable, findable, accessible, useable.
- Bring on the A/B testing - you should now be testing each of the individual areas you identified that needed changing through A/B testing. Which one works best? How can you make it work even better?
So now it is time to move forward and enjoy higher conversion rates on your landing pages - and if you get stuck, remember to check out our article Landing Page Optimisation and CRO!