There are two different types of conversions, the first is one that fulfils a primary goal, known as a Macro-conversion, this can be anything that gains you direct profit such as: subscribing to a service you offer, requesting a quote or purchasing a product from your website directly. Then there are micro-conversions, these are conversions that will hopefully eventually lead to a macro-conversion. These include actions such as: creating an account, signing up to your email lists or adding a product from your online shop into the cart.

The way in which we decide what needs to be done in relation to your conversion is to look at your current conversion rate. If you’re a new business setting up your website for the first time with us, this doesn’t apply to you, but if you’re an existing business wanting us to improve your website, this is one of the aspects we will look carefully at.  

Conversion rate is calculated by taking the number of times a user completes one of your goals and dividing it by your site’s traffic. For example, if a person visits your site three times and makes two purchases, the conversion rate would be 66%. Once we have this figured out, we can start looking at ways to optimise this number and increase it for greater profit over time.

At Blurn we fully embrace the traditional, client-centric business model. This means that you come first. We have no agenda when it comes to rapid expansion or getting too big for our britches. We’d rather be a reliable source of great digital marketing for years and years to come. With our rule to be client first, this means that we do not use a blanket template for everyone. Each of our clients gets a different, bespoke plan catered to their personal goals and with your profit in mind.  

Just as proud as we are of our client-centric, profit-based business model, we are also proud of our expert team. Each and every person at Blurn understands the ins and outs, ups and downs of digital marketing and will utilise this complex understanding in regards to your Conversion Rate Optimisation. No matter what your goals are, we won’t just help you achieve them, we’ll make sure you continue to exceed them, by continually checking your CRO and seeing how it can be improved. We know this isn’t a one-off thing and will continue working with you to make sure you continue making profits long term. 

CRO is not a one-time thing. To truly harness the traffic that comes to your site you need to continually audit your own conversion rate to make sure that as your website grows, your profit grows right alongside it. We at Blurn like to leave nothing to chance, this means that we will constantly be checking your conversion rates and the incoming data to optimise continually. Despite this being a long-term job, we understand that every business of every size has its own budget and we are more than happy to work alongside you to come up with a budget that suits all parties involved. 

We know that being aware is important as a business owner. This is why we offer training to you and your team in regards to digital marketing and what we do to optimise it. This includes CRO and how we utilise it to help you increase profits on a macro and micro level. This training aids your in-house team in understanding our ongoing reports and deciphering what we are doing to increase your website conversion rate turnover. This way you will always be aware of what we are doing and how we are doing it. 

In line with the above-stated awareness, we know that digital marketing is incomplete without you as a factor. After all, the business is your brainchild, and with respect to that, we like our clients to be fully aware of our actions in your service. That’s why we provide you with detailed reports that indicate how your overall plan is progressing, and these reports can be generated as often as you want, and in any manner you require. 

At Blurn we ensure that we are reachable 24/7, taking care to work with our clients until they are fully satisfied with the CRO we have provided. This means we are always available to answer any questions you may have regarding your bespoke CRO plan and are always happy to chat regarding your reports as well. We are easily found through email, phone, in person and via video call if required. No matter what your questions are regarding our services, we will be more than happy to help!

In addition, we know the key to successful optimisation is the understanding of who you’re optimising for, where you need to optimise and what needs to be optimised also. Gathering and understanding this information is the secret to CRO. From here, there are two different methods of optimisation. 

This method, sometimes called quantitative data analysis, is analytics-based. This means it gives you numbers that show how people are behaving on your website. This analytics-based method can provide some great answers to how people engage with your website. 

Some of the information provided by this analysis includes: 

• Devices your visitors use.
• Browsers your visitors use.
• Customer demographic (age, location etc.).
• Where users leave your site and what drives them away.
• Where people enter your site-by specific web pages.
• Which features they are inclined to use and why.
• Where they found a link to your website. 

This information is invaluable as it is evidence-based analytics that shows us the exact areas we need to improve and what is working in a specific manner.

This people-focused method, also known as qualitative data analysis, is more of a subjective aspect. The way this aspect works is that you take the analytical data as ‘what’ your users are doing, but you also need to identify ‘why’ your users do what they do. 

It’s important here to understand that you can’t possibly optimise your website to suit every single person that clicks on the website, there are just too many people in the world for that. But you can optimise for your ideal user to ensure the user that will turn out to be not just a customer, but a repeat customer. This data can be received from user testing, surveys and on-site work. 

Some of the information this analysis will provide is: 

• What words do users use to describe your products or services? 
• How would users describe these products/ services to a friend? 
• What on your site makes you stand out from the competitors? 
• Is there a feature, service or product that makes buying from you worthwhile? 
• What about the page or product that appealed to them specifically?
• Why did the user decide to visit your site?
• Why did the user engage from the beginning?
• These are all things that raw data can’t tell you about what is going on in a user’s head. This qualitative data alongside the analytic data gives us a wide picture of what you need and why you need it. 

As much as there are things we like to do with CRO, there are definite things we don’t do. The least effective methods we’ve seen are not data-based and include:

• Copying competitors
• Executing changes based on personal opinions
• Going based on guesses, gut feelings, and hunches.

We like data at Blurn, evidence and numbers are our favourite things. So we like to show you proof of what we can see and how we can fix it.  Hunches are all well and good but just aren’t good enough for us. 
What sets us apart is that we take these two methods and combine them into an easy to implement, easy to follow 5 step process that is guaranteed to provide increased profits over time.