UNDERSTANDING CONVERSION RATE OPTIMISATION

@camdegiorgio

Digital Strategist – Next Digital

TONIGHT’S AGENDA

Why CRO?

CRO Overview

CRO Process

Tools

CRO Tactics

Workshop Activity

WHY CRO?

Websites are no longer ‘static’

Websites/applications needs to constantly evolve

CRO allows sites to evolve on-going

Most importantly CRO activity is measurable and often has large impacts from an ROI perspective

HOW CRO & UX INTERACT

CRO allows you to test ux concepts in real-time

Provides data to validation ‘hunches’ or ‘best practice’

Allows you to take learning's from UX research, and validate through eg. Landing page tweaks, button variations etc.

CRO APPROACH

Above everything else, we want to adopt a ‘test and optimise’ approach when looking at CRO for clients

Everything is validated through testing – ‘the data doesn’t lie’

Provides massive opportunity to be extremely agile

CRO PROCESS

CRO RECURRING CYCLE

TOOLS

OPTIMIZELY

VISUAL WEBSITE OPTIMIZER

WP MARKETING SUITE

CRAZY EGG

GOOGLE ANALYTICS

CRO TACTICS

TIPS TO HELP REVIEW CURRENT STATE

We can use heuristic analysis to base hypothesis from, but its always ideal to use data

This goes back to the mantra of ‘data doesn’t lie’

Example of Nielsen's 10 Heuristics: http://www.nngroup.com/articles/ten-usability-heuristics/

Google Analytics: Checkout Funnels

CRO TACTICS/EXAMPLES

A/B Testing

Multi-Variant Testing

Heat mapping Software (great for insights) such as Crazy Egg

Key Elements to test Call to action buttons

Copy (text)

Element removal

Imagery

A great approach to use is ‘user centric design/task lead user actions’

CRO TACTICS/EXAMPLES

WORKSHOP TIME

WANT TO LEARN MORE?