Your slam dunk guide to conversion rate optimisation

I’m a basketball addict. I can’t play, but I’m an avid spectator and enthusiastic critic from the sidelines.

I’m also passionate about digital marketing, and within that broad field, I enjoy seeing how optimising a page can improve conversion rates.

How does one inform the other? Well, imagine your website is a basketball team: your web pages are the players, your marketing team is the coach, and your page visitors are your fans. The goal? To score conversions.

Success in basketball needs the same ingredients as a successful CRO strategy: practice, teamwork, and a solid game plan.

1. The playbook: strategy and tactics

In basketball, the playbook is crucial – it outlines the strategies and tactics the team will use to outsmart the competition. In CRO, your playbook consists of:

• Understanding the audience: Know your visitors’ preferences, behaviour, and pain points.
• Setting goals: Define what a conversion looks like for you. It could be a purchase, a sign-up, or a download.
• Creating hypotheses: Think of new plays. Maybe a new call-to-action (CTA) button or a more engaging headline.

2. The warm-up: testing and experimentation

Before the big game, players warm up and stretch (note to self: stretch more – since I hit 30, getting out of bed is tougher).

• A/B testing: Try different versions of your web pages to see which performs better. It’s like testing different plays during practice to see which one gets the most points.
• Data analysis: Look at the stats. Just like a coach reviews game footage to improve performance, you need to analyse which version of your page leads to more conversions. Use Google Analytics, Hotjar, or Clarity – it’s all at your fingertips, and they offer free versions.

3. The game: execution and performance

When it’s game time, execution is everything:

• Launch and monitor: Once your CRO strategies are in place, launch them and monitor performance. Keep an eye on your metrics like a coach watches the scoreboard.
• Adjust and adapt: Be ready to tweak your strategies based on performance. If something isn’t working, switch it up – just like a coach changes tactics mid-game.
• Feedback loops: Communicate openly, like players discussing the game plan during a timeout, and regularly review what’s working and what’s not.

4. The victory lap: celebrate success

When your CRO efforts pay off, celebrate your victories:

• Analyse Success: Understand what worked and why. This helps replicate success in future strategies.
• Share Wins: Celebrate with your team. Acknowledge everyone’s effort, just like a basketball team celebrates a big win.

CRO is important to improving your business’s growth and overall user journey. Increasing conversion rate by 1 or 2% can see a huge difference in leads and ROI.

CRO is an ongoing process, there’s always room for improvement, new strategies to test, and more games to win. Keep refining your playbook, collaborating with your team, and aiming for those slam dunks.

Reach out any time if you’d like any support with your CRO journey, or if you’d just like to hear my take on Michael Jordan vs. Lebron James.