Understand your customer. This goes beyond creating buyer personas. There is often a big difference between what people say they do and what they actually do. So go with them and experience their daily practice.
Design the service. Don't think in efficiency measures, but help improve the customer's processes. The ideas you come up with have a certain value in the category business, customer and operational. Based on this, you can innovate at a low level.
Design and learn. Work agile with design sprints. As soon as you have an idea, you work it out on paper, by drawing out processes you learn from it and you can adjust your idea. Only when it seems successful do you start building and launching. In this way you innovate in a realistic way and you don't waste time on wild ideas.
Marlies Wilms Floet , CRO consultant at De Nieuwe Zaak, does it differently. She and her colleagues focus on the B2B website alone. Why?
According to Marlies Wilms Floet. Conversion hospital mailing lists Ratio Optimization (CRO) means achieving more with the same number of visitors. More turnover, leads or a higher order value for example. Important goals in B2B!
Conversion Rate Optimization in 4 Steps
If you approach CRO structurally, you pile improvement upon improvement. Apparently, you can achieve this in four steps:
Set goals. For example, do you want to generate more leads or optimize the ordering process? The goal you choose should fit into the overall strategy you have (a strategy in which the customer is central, if all goes well).
Analyse the current situation. Where is it going wrong and why? Which change would have the greatest impact? You can measure this using web analytics (where are most visitors) and software such as Hotjar (where do visitors get stuck or lose interest).
Make an improvement proposal and perform a user test. If you know where the bottleneck is, you can actually improve the situation.
Testing, A/B testing, and more testing.
Handy tool: the Conversion Booster
De Nieuwe Zaak has even developed a game that helps marketers get the most out of their website. The Conversion Booster consists of a set of 54 cards divided into six categories. Each card contains a psychological principle with which you can influence behavior. The starting point for this are the influencing principles of the well-known Cialdini.