Greystone's Conversion Rate Optimization Process:
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Establish high level business understanding and business goals
Familiarizing with the company's business model and intricacies and document all high level goals |
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Establish how and how well the website achieves and furthers these high level company goals
Establish and document how the website achieves the high level goals of the organization and determine the metrics for success and failure. |
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Tie those high level goals to "small win" goals
Determine relationships if possible – eg, “request more info” converts to an application at a rate of 32 inquiries to application, and 70% of applications are approved. Also,determine and make adjustments to the insight tools, so that "small wins" can be tied tightly to high level goals. |
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Identify Known and Unknown "Conversion Blocks"
Full review of all insight tools – Google analytics, Kiss insights and Clicktale and identify all unknowns that can't be established with the current tools, or current tools configuration. |
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Understand the visitor
Understanding the different types of visitors and their intentions, identifying problems with the user's experience, as well as gathering and understanding the visitor's objections. |
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Understand the traffic sources
Know where visitors are coming from, which landing pages they arrive on, and how they navigate around the site - identifying these aspects will allow you to focus on the areas with the greatest opportunities. |
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Gather & review additional insights, in areas determined in prior steps - shedding light on the "unknowns."
Additional surveys, interviews, and analytics data crunching. Leverage all information from step 3. |
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Identify the "Persuasion Assets" of company
Research and distill the key elements that set Online plus apart and make it more desirable. |
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Create a strategy for project/organization
Meet with key stakeholders to review the data and our suggested strategy, refine and adjust strategy until key team members approve, includes a test and refine methodology, and determine which conversion testing software to use, and metrics for success. |
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Design Phase
Generate series of design concepts for all areas/pages determined in the discovery and strategy phase; adjust and adapt until client approves, implement into site, and implement full tracking and testing software. |
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Launch the challenger pages
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Iterate, Improve and Optimize
Report back all findings,providing detailed recommendations for adjustment as well as providing conclusive winners and why, so we can finalize the designs in said areas. |
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Once tests are complete, summarize findings and report winners
Present written summary of findings. Experimentation always leads to new and different ideas for improvement. Present these as well. |
