Are you the right fit to work with CXL?
Businesses that stand to gain the most from continuous conversion optimization usually look something like this:
- Monthly online revenue = higher than $1,000,000 (or your leads are worth as much)
- Monthly traffic = at least 100,000 unique visits per month
That’s the floor, not the ceiling. The more revenue and traffic you already have, the greater your potential ROI from conversion rate optimization.
Analytics Health Check & Test Bandwidth Calculation
Analytics Health Check
Before any research or serious testing starts, we make sure that all important metrics are being tracked and reported properly in your:
- Analytics (e.g. Google Analytics or Adobe Analytics)
- Testing tool (like Google Optimize, Visual Website Optimizer, Optimizely, and more)
- Website back end (WordPress, Shopify, Magento, you name it)
Establishing this reliable baseline is critical for measuring our success. Unfortunately, while most companies believe their analytics are already perfectly configured, 90% of analytics configurations we come across are broken in some way. That’s why we check for errors right off the bat.
Test Bandwidth Calculation
Plus, because testing programs thrive on data, we’ll set up initial tests right away to validate instrumentation among your data sources.
Knowing how each step of the user journey can be tested (across devices and channels) helps us avoid wasting time or money on tests that are too small, too large, or too far removed from your goals. This step helps us determine your testing bandwidth, and understand where and how to test on your website.
Research & Insight Gathering
The conversion research process combines quantitative, data-based analysis with deeper, more subjective insight into the customer experience. This makes us aware of what can be improved on your site, and how.
Instead of guessing at who your audience is and what they want, or throwing random test ideas into the mix, we take a methodical approach that uncovers:
Who your audience is, what they want, why they want it, and how they consume it.
How your current website is performing, how users interact with it, and where its leaks and problem areas are
How we’ll collect these insights
Heuristic analysis — to identify “areas of interest” on your website, compare it to best practices and prototypical/competitor sites, and start IDing potential missed opportunities
Complete data analysis — to fully understand your traffic sources, user behavior, and optimization opportunities
Mouse tracking data analysis — to track mouse cursor movements, clicks, and scrolling on each of your pages to identify which features get attention and which don’t
User session recordings — to analyze how real visitors interact with your site
Qualitative research — where we discover “why they buy” (or don’t)
- Online customer survey set up with recent first-time buyers to understand who they are, why they buy, and how they buy.
- On-web and exit surveys set up on key pages in your sales funnel to figure out why people didn’t take action (buy, sign up, etc)
- If needed, phone interviews with your actual customers, sales agents, and internal stakeholders
- User testing with people who match your ideal customer profile to discover any and all friction points on your current site — and to see what’s already working
By the time we’re done with our data collection and analysis, we’ll have pinpointed your actual customer and how they use your website. Used correctly, this understanding blows all those fictional “Sally Salesperson” customer avatars out of the water.
Creating & Prioritizing Hypotheses
Based on our data-informed insights, our team of ingenious analysts will identify and map out solutions to each of your site’s problems. We’ll come up with multiple hypotheses and treatments to address each of the identified issues.
Since we can’t test everything at once, we rank each hypothesis and create a test order using our proprietary PXL prioritization framework.
This prepares us to start testing (using your current site as a control).
We’ve accomplished a ton already — and now it’s time to uncover even deeper insights. Run screaming from any CRO agency that doesn’t lay similar groundwork first.
CXL performs proper controlled A/B/n testing, following the scientific method. We use strict stopping rules for tests to ensure trustworthy outcomes and to avoid imaginary lifts.
All tests run for a minimum of 2 business cycles (usually 2 to 4 weeks).
We always derive tests from data-backed hypotheses, never “call” them early, and take external factors (like data pollution) into consideration when evaluating the outcomes.
After each test, we’ll conduct a post-test analysis and present our findings to you.
Rinse & Repeat
Testing is an iterative process — not a one-and-done project. With each test, we learn something new about your customer and what keeps them moving forward through your website.
With each test and each site update, we collect valuable data to refine and improve our future hypotheses.
“I’m interested. How do we start?”
Start learning immediately with our Testing Program
Your retainer engagement with CXL Agency includes thorough qualitative and quantitative research and analysis, test hypothesis creation, and extensive testing. By the end of your first three months with CXL, you’ll have much deeper customer insights than ever before.
As we implement your testing program, the CXL team becomes an extension of your team.
You’ll have two dedicated conversion analysts working on your site, whose work is triple-checked by our chief conversion architect. You’ll also have access to our client service team, who will respond quickly to your inquiries and keep you updated about your test progress.
You should know it’s extremely rare to achieve breakthrough results with a single test.
The success of a testing program comes from cumulative lifts over a longer period of time.
That’s why you’ll get the best results from a structured, research-focused optimization process, during which we learn more and more about your audience and your site.
Our conversion optimization plans are available for a flat, transparent monthly fee on a 6-month or annual basis. This allows us to set up a continuous program that works for you and your team.
Work with the experts who turned “conversion rate optimization” into a must-have service