After Analytics Health-Check, I usually take 2-4 weeks to gather reliable users’ data in analytics to work with for the CRO audit. After the time passes, I take up to 3 weeks to carefully analyse your product, website or application. It means that I go through 3 crucial steps:
- Heuristic analysis
- Qualitative analysis
- Quantitative analysis
Let’s start with the first one.
Heuristic analysis in the context of CRO is an expert evaluation of a website or landing page to discover usability issues that may negatively affect the conversion rate.
That means I will check your website from the first page to the success page and create a list of problems and potential ideas that can increase the conversion rate (only low-hanging fruits that don’t take much effort to implement and produce an uplift in conversion rate).
This list of ideas will be proved or not with the further steps of the CRO audit.
Qualitative analysis usually means working with the data we receive from tools like Hotjar, LuckyOrange, FullStory, CrazyEggs, Google Forms, TypeForm and so on.
The data these tools collect are qualitative. Therefore, this research is named this way.
An example of qualitative data is:
- Heatmaps (including Scroll-maps, Tap-maps, etc.)
- Session recordings
- Case studies
The main goal of this report is to find users’ behaviour patterns, website bugs and other problems. This research will also help to understand what kind of improvements your clients wish you to make and how you can improve your product pricing. It’s also worth mentioning that the client’s needs and motivations can be used to create good copy for the main landing pages.
Apart from that, this research will help to prove or disprove ideas from the Heuristic analysis. For instance, if I found within the Heuristic analysis that the visitors of the main landing page don’t receive some crucial information to make a purchase decision, Qualitative research via surveys will show that the primary concern of users before making a purchase was lack of this specific information, we will have the first idea to experiment with.
Ideas from the first two steps will show the first sights where we should experiment, but to prove them and find more ideas, I will need to make a Quantitative analysis.
This analysis takes the most considerable amount of time. I will work with tools like Google Analytics, Mixpanel, and Amplitude. When we talk about Organic Traffic, it will be Google Search Console and Bing Webmaster tool. Google Ads, Bing Ads, or Facebook Ads will be used for Paid CPC Traffic.
Some of the analyses are:
- Analysis of paid traffic to find the most compelling and ineffective campaigns, keywords, ads group, time of showing ads and so on.
- Deep technical analysis of website performance: Page speed, by Operating platforms, by screen resolutions
- Landing Pages analysis (Conversion rate, Bounce rate, Relevance of the content of the LP to the ads)
- Funnel analysis, Enhanced Ecommerce Shopping Report / Checkout Report analysis
- Correlation analysis using segments (To find segments of users with the highest conversion rate and suggestions on how to increase the number of such users)
- Organic Search analysis to improve your positions on Google and other search engines for organic content (blogs, product pages, etc.)
- Trial-to-paid analysis for SaaS companies
- Onboarding analysis for SaaS companies
- Email campaigns analysis
Each analysis included in this part will be discussed in the first step of my process. Answering the questions within the Q&A session will help me to focus on the most critical parts of the funnel.
After the CRO audit is ready, I will send you three separate reports linked between them. You will see that the data in Quantitative Research proved particular assumptions in the Heuristic research, and you will be able to navigate between analyses using the direct bookmarks.
When you go through the CRO audit, we will have a dedicated meeting for the questions you can have.
Once we finish this step, we are good with the results. We will move to the ongoing work.