Demystifying Conversion Rate Optimization and Data Analysis to Maximize Your Store's Profit and Potential

All the way from Kenya, we’re proud to welcome Ann Njuguna, a data analyst, web developer, and conversion rate optimization specialist with a keen eye for detail.

We’re even more proud to say that Ann is one of our team members at Budai Media, making this episode of The Ecom Show a special in-house episode!

You’d be shocked to know just how many businesses are entirely neglecting CRO these days, even though it’s more important than ever to get on board with this ever-growing field.

Sit down and listen in as Budai Media’s founder Daniel Budai, and our very own CRO expert weigh in on a variety of topics like:

✔️ How data collection and CRO have evolved in the last several years

✔️ Which businesses should start thinking about CRO

✔️ Optimizing for mobile or desktop

✔️ The best tools for data analysis

✔️ Are there quick hacks for better CRO?

Then and Now

Before Ann got her start in CRO, she specialized as a web developer. In the six years since she chose to focus on CRO, lots have changed!

We see more ecommerce businesses and companies in general focusing on data collection. Before, it was also quite tricky to find an ideal customer for CRO because not many people understood its value, but Ann has noticed this is rapidly changing. People are starting to wake up and understand its importance.

Right for Your Business?

Should my business be focusing on CRO just yet? That’s an important question to ask with an easy answer to give: Yes! Regardless of what product you sell, Ann says that any webpage with a goal in mind, whether it’s a video to be watched or a button to click, you should be thinking about CRO.

To dive deep and figure out what issues plague your website’s conversion rate, it’s essential to have enough reliable data to make an informed hypothesis and decision. If you haven’t received enough traffic to your website, you can still make note of trends you see and try to figure out why certain things are or aren’t working.

Desktop vs. Mobile

Which one should you optimize for? The easy answer is both, but that isn’t always feasible for companies depending on money, human resources, and time. The more complicated answer is that you should truly consider the nature of your product and your audience before you make this decision.

Ann gives the example of a logo or graphic design company that creates graphics and says that their clients are most likely using desktops due to the nature of their work and the software they will use when they receive their order. On the flipside, fashion brands usually receive more casual shoppers on mobile devices, so it pays to think this through!

Right Tools for the Job

Google Analytics does a great job delivering a well-rounded arsenal for data analysts and CRO-focused individuals, but it’s hardly the only thing you should be using. For optimization and data collection, Ann recommends Google Optimize for more basic stuff, while Optimizely and Visual Web Optimize are more high-tier tools.

Segment, Heap Analytics, and Mixpanel are also excellent tools to have in your arsenal, while for testing and heat maps, Hotjar, Crazy Egg, and Usertesting.com are incredibly useful.

Easy Hacks and Quick Fixes?

It might not be what you wanted to hear, but there are no quick hacks in CRO!

The best bet is to follow the process because what works for one store might not work for another. Instead, collecting data and identifying leaks in your customer journey is vital, along with testing your theory multiple times.

The thing with CRO is that it is a never-ending process, so don’t get too comfortable if you’ve seen a boost in your numbers. Competition is always nipping at your heels, so if you don’t think it’s crucial to improve your user’s experience constantly, other companies will swoop in and take your customers!

If you would like to work with Ann and see how she can help you fine-tune your website to produce better results, feel free to contact us!

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