Conversion rate optimization (CRO) is a systematic process of getting more visitors to take a specific desired action on a website or app. It involves setting goals, measuring data, analyzing insights, testing hypotheses, and continually optimizing based on results. The key is to move away from random guesses and instead understand visitor behavior through analytics, heuristics testing, A/B testing, and other techniques to identify areas that reduce friction or increase motivation for conversions. Done effectively, CRO is essential for growing a business as search engine optimization and pay-per-click advertising become more difficult and expensive.
2. WHAT IS CONVERSION RATE OPTIMIZATION [CRO]
It’s NOT bringing more people to your website VIA ads or savvy social media management.
It’s NOT higher conversion rates. Reduce your prices to 99 cents for every product and your conversion rates
will go up. But you’ll probably go out of business quickly.
It’s NOT A/B testing. A/B testing is just a small component of CRO.
3. CONVERSION RATE OPTIMIZATION IS A SYSTEMATIC PROCESS OF GETTING
MORE VISITORS TO TAKE A SPECIFIC DESIRED ACTION ON YOUR WEBSITE
OR APP.
4. WHY IS CRO IMPORTANT
As SEO gets increasingly more difficult and PPC costs increasingly more expensive, it’s getting harder and
harder to grow.
CRO is essential for GROWTH.
5. BEFORE CRO– UNDERSTAND THESE TRUTHS
First and MOST important, understand that your opinion doesn’t matter.
You don’t know what will work.
There are no magic templates for higher conversions. No “Best Landing Page” layouts or best practices that are
guaranteed to win.
6. HOW TO OPTIMIZE
Move away from random guessing. Know what’s happening and understand Why.
To optimize:
Set Goals
Set up measurement and gather data
Analyze the data
Turn the data into insights
Turn insights into hypotheses
Test your hypothesis
Get data from tests
Return to analysis
7. GATHER AND ANALYZE DATA
Data is only useful if it can lead to insights.
Explaining the Research XL Framework
Technical Analysis
Cross-browser testing
Cross-device testing
Conversion rate per device/ browser
Speed Analysis
8. GATHER AND ANALYZE DATA
Heuristic Analysis
Identify “areas of interest”
Check page for relevancy, motivation, friction issues.
Web Analytics Analysis
Check health – make sure everything is being measured and everything is accurate
Setup measurements for KPIs.
Identify leaks
Mouse tracking analysis
Heat maps, click maps and recordings
Check page for relevancy, motivation, friction issues.
9. GATHER AND ANALYZE DATA
Qualitative Research
Customer surveys
Web traffic surveys
Chat logs
User testing
Identify usability and clarity issues
Setup measurements for KPIs.
Identify leaks
Sum – up
Categorize and prioritize each issue, translate into a test hypothesis.
10. SOME RULES OF A/B TESTING
With A/B testing, you need a large sample size
You need a minimum number of observations for the right statistical power.
Be patient. Do not run more than 2 concurrent tests at the same time.
Even when you’ve achieved enough statistical significance, don’t stop the test until it’s valid.
11. A FEW EXAMPLES & TOOLS
Tools
Google Analytics
Google Optimize
Optimizely
HotJar
UserTesting.com
Examples
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14. QUICK TIPS FROM ABOVE
Utilize Above the fold like it is prime real estate.
Use strong value propositions and clear call to actions
Avoid carousels and heavy video. When necessary, avoid video completely as it doesn’t play automatically on
mobile