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Simon Clark Evolved Search

90: How to Improve Conversion Rate Optimization

 December 21, 2021

By  Customers Who Click - Podcast

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“Obviously managing…and getting those people…face-to-face is another challenge, and that does take time. But as I say,…don’t put too much

pressure on yourself. Just do one…a week…[It is] very cost-effective as well.”

In episode 90 of the Customers Who Click podcast, I had an insightful conversation with Simon Clark, head of CRO at Evolved Search ― UK’s best large SEO agency. In this episode, we talk about improving conversion rates in businesses and how to tackle issues related to conversion.  

Many businesses encounter conversion problems due to reasons such as the lack of structure to support and push conversion optimization, the use of inadequate/multiple tools to implement conversion optimization programs, and lack of people’s wants/needs, among others. 

Simon Clark is the head of CRO at Evolved Search. With his background and skills in Front-end/Back-end web development, analytics, JavaScript, conversion rate optimization, and his certification from Baynard Institute to be an e-Commerce UX Professional, he enhances conversion rate and leads quality across prominent companies in the UK.

You can follow Evolved Search on LinkedIn or talk to Simon on LinkedIn

Key Highlights:

02:21 – 06:22 – 3 Pillars of CRO – The essentials of an excellent Conversion Rate Optimization program consist of simplicity, communication, and time. 

Simplicity here is having an extensive plan of what needs to be done for a client. This includes setting KPIs and goals in line with what the client is trying to achieve. It is essential to communicate appropriately with the client throughout the planning process. Providing feedback, keeping clients informed, and actively listening to their needs is a massive part of this. Afterwards, communicate the length of time that will be spent generating conversions with the client in order to set feasible expectations. 

08:51 – 19:28 – Key Parts of Conversion Research or Customer Research Project – Conversion research should be linked back to the project’s goals. Questions should be asked concerning the project’s goals; answers derived will then determine the nature of the project as well as the tools and techniques that will be used to achieve those set goals. 

It is also important to engage in internal projects research, i.e., customer research on the client to have an overview of the client’s status, coupled with taking the time to map out touchpoints on their website onsite and offsite. Doing this focuses more on client problems, helps understand them properly, and then tackles these challenges. 

19:48 – 31:14; 39:17 – 47:50 – Research and Usability Testing – Track boards are heat maps used to monitor website user activity to see what drives conversion in website visitors. With continuous tracking, say, every month, relevant information will certainly be extracted, and these research findings will significantly impact conversion projects. 

Using onsite surveys to understand user behaviour is vital, especially when customers are asked the right questions. With the information gathered from these surveys, changes can be made over relatively short periods. Afterward, the survey should be repeated to ensure more positive responses to the questions. 

Analytics for this purpose helps to see what a client is doing right or wrong, thereby opening the eye to changes that can be made to get better results. This is a simple but effective way to improve UX on websites and ensure conversion constantly. 

33:24 – 37:33 – Website Reviews – To better understand users’ pain points, it is crucial to create an avenue for feedback and then go through their reviews, whether good or bad. With bad reviews, you can have direct conversations with disgruntled customers, after which you’ll spend time fixing those issues. This builds trust between you and users. On the other hand, good reviews allow you to see what you’re doing right so you can continue doing those things or even kick them up a notch. 

47:54 – 51:03 – Conversing With the Sales Team – Getting insight from the sales team is fantastic because they are constantly in touch with customers. They can give you a report on customers’ reaction to products and prices, which you can, in turn, modify for customer satisfaction. Additionally, having a set time to interact with the sales team is cost-effective as it saves the company the expenses of comebuying research tools. 

Who Would Simon Like to Take For Lunch in the D2C Marketing World?

Simon would love to chat with Eden Bidani of Green Light Copy, a conversion copywriter for B2B, SaaS, and tech. She is also a growth mentor who leaves helpful tips for businesses. 

Talk to the Host

You can send any other podcast recommendations, questions to ask, episode feedback, guest requests, or general pleasantries to Will’s email or tweet @ Will!

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W.Laurenson

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