Our CRO Process

Our CRO Process

After running hundreds of tests for both clients and ourselves over the years, we have developed a proven Conversion Rate Optimization framework that focuses and prioritizes testing opportunities on consistently raise your conversion rate, resulting in continuous growth. Our Conversion Rate Optimization process is a long term marketing strategy that helps you stay at the front of your target audience's mind and miles ahead of your competition.


First, Your Business Goals

No one knows your business better than you do and we want to learn more about it! In the phase of the Conversion Rate Optimization campaign, our in-house experts gather data and feedback from your team about what goals and actions are the most important to growing your business. We make you a part of the Conversion Rate Optimization process to help us better understand what “success” looks like to your team and how we can integrate into your business process to help you make that vision come to life.

Comprehensive Research & Analysis

After we learn about your business and your goals, we begin collecting data to get a better understanding of how visitors are navigating and using your website. With our specialized toolset of data and analytic sources, we find funnel obstacles on your website where users are having issues, exiting, or failing to complete a conversion.

Heatmaps & Clickmaps

Through this research and insight we get a more holistic picture of the users on your website:

  • Who are they?
  • What are they looking for?
  • Where are they coming from and going on your site?
  • Why are they taking / not taking action your website?
  • When are they leaving or taking action?
  • How are they navigating your website?

This data allows us to go beyond the demographics of your audience, and dive further into the psychographics of their browsing expectations and your website experience.

Prioritizing the Impact of Potential Tests

After our experts collect and analyze the data from their research, they begin to create a number of hypotheses and test ideas for the areas of the website that were analyzed. We then begin to prioritize what tests will have the biggest potential impact on your website’s conversion rate. To do so, we analyze the following:

  • What pages / sections of your site are most important?
  • How much can our potential test increase conversions or engagement?
  • How easy is the test to implement?

From there, after the tests are vetted and chosen, we will create a design for the test we are wishing to implement and will then begin to prepare testing it against the current live version of your website using our state of the art tools and software.


Designing & Running the Tests

Now, the fun begins. After picking the tests that will have the most direct impact on your business goals, we implement our experiment against the control (your current website), splitting traffic to each version to track performance. From there, we measure which version results in more conversions or improved key metrics.

With our CRO testing, we wait until statistical significance and that our sample size is big enough. We then make sure that each test we run runs til completion and has a confidence rate of at least 95%. 


Measuring, Reporting, & Repeating

Once the test has been completed, not only will the Conversion Rate Optimization experts at Marcel Digital report to your team about the results, but we will also let you know of new tests found during the test. Even while we are testing, we are still analyzing data to ensure no opportunity gets left behind. 

After Marcel Digital reports it's findings, we will then work with your team to discuss next tests that can potentially be ran on your website and what next steps will lead you to your next CRO success! This is important to note because CRO is not a one time test or process. It's a piece of the long term digital marketing strategy that allows you to test multiple portions of your website, ensuring that all parts are working to increase conversions.  There are many things to test and many opportunities to take advantage of - don't be left behind!

Interested in learning more details about our CRO testing process?


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What Our Customers Think

Over the past several months, your work has more than doubled our overall website traffic. The people who come to our site stay longer and view more pages than ever before. Your company has also become a steady lead generation source, producing hundreds of qualified leads each month.

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“Marcel Digital has been a trusted partner of ours for many years.  We are always in close communication and they are consistently helping us get the most out of our online campaigns. When we are not talking strategy, they are bringing us new ideas to help take us to the next level of success.  I always look forward to speaking with them and couldn’t be happier with the relationship we have developed.”

- Ken Quandt, Rush University Medical Center

We used Marcel to help audit and improve our Google Analytics setup. They presented and executed a solid plan for making sure we were accurately tracking the metrics that were most important to our business. Everyone I worked with was very smart, accommodating, and easy to work with. Marcel Digital should be on (and probably at the very top) of any shortlist of agencies you're considering for this type of work.

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It is a pleasure to work with your staff. They have been responsive and courteous from day one. They listened to what Doral wanted to accomplish and took the time to build a customized campaign. The results are obvious.

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Marcel Digital to helped bring our Google Analytics into a core pillar of our web measurement and to say we were impressed would be an under-statement. While many agencies tend to treat clients as, well, clients, Marcel Digital felt more like a partner; The quality of work was tremendous and they brought a high level of expertise to the table. I honestly can't recommend them enough - with their help data analytics is now integral to our team's operations and we're finally able to benchmark the effectiveness of the web-based work we're doing. In over 15 years of experience working with agencies, I can honestly say Marcel Digital ranks in the highest tier.

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