Digital Director at Wingard Creative Adam Berry shares his top seven CRO tips for designers:
1. Write content first
Before designing or building a site, figure out the content. Create a content outline and determine the hierarchy of pages and content. This will save time in design and development.
2. Think long term
When making updates or creating new sites, try to future-proof it as best you can. Prioritize what you want (see the “Must, Could, Should, Would” method at wsm.co/mscwidea). Doing some basic work now, may make adding features later easier.
3. Backup everything
Even the simplest of changes can go wrong, and without backups, a 15-minute routine task can turn into a day-long headache.
4. Set up a staging site
Create a copy of the site to make updates and test features without impacting the live site. Some hosting providers offer a way to make staging sites, or developers can do it through a third party or plugin.
5. Perform A/B testing
Try multiple landing pages and track performance. Make changes and compare results. Use a landing page builder like Unbounce to simplify the process. Small changes, even the color of a button, can impact conversion rates.
6. Analyze visitors’ movement
Use a tool like Hotjar to look at heatmaps, watch recordings of user sessions and track conversion funnels. Watching visitors navigate can be a tremendous help in finding what’s hurting conversions or traffic.
7. Perform browser testing
Just because the site or page works on your browser, doesn’t mean it works well on all browsers. Test pages on as many browsers and devices as possible. Tools like Browserstack or Saucelabs can help.