“Why Truly Effective CRO (Conversion Rate Optimization) Requires Great UX”

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• Common Misconceptions About Conversion Optimization

• What Is Cro Really About? (How Does It Involve Ux Methodologies)

• What Is A Typical Cro Process

• Best Practices Are Only A Starting Point

• Real World Project Example - Careerfoundry

What we’ll cover:

Conversion Optimization is about Increasing Conversion Rate

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1

Common Misconceptions About Conversion Optimization

Conversion Optimization is about Increasing Conversion Rate

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1

Common Misconceptions About Conversion Optimization

Common Misconceptions About Conversion Optimization

Conversion Optimization is AB Testing

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2

Conversion Optimization is AB Testing

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2

Common Misconceptions About Conversion Optimization

Conversion Optimization is about Digital Analytics

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Common Misconceptions About Conversion Optimization

Conversion Optimization is about Digital Analytics

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Common Misconceptions About Conversion Optimization

Conversion Optimization is the process of increasing profits through a better and deeper customer understanding

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What Is CRO Really About?

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A Complete CRO Process

Business Objectives

Collect Data

Data Analysis

Hypothesis Creation

Design

Build{ }

Testing

Learning & Improving

You should be constantly setting, measuring and iterating on your business objectives:

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Step 1: Business Objectives

• Objectives

• Goals

• KPI’s• Targets

Quantitative Data Qualitative Data

Mouse Tracking

Digital Analytics

Live Chat

Customer Surveys

Customer Development Interviews

Website & Exit Intent Polls

Usability Evaluation

User Testing

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Step 2: Data Collection

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Step 3: Analyse Data

Customer Theory: A formal representation of your customer and company positioning

• Brand Positioning Statement

• Value Proposition

• Customer Persona

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Step 4: Create Hypotheses

A hypothesis is a statement based on initial data collection andanalysis that should be tested and validated.

This means that you collected and analysed some data and from this process learnt something about your website or customer that you should now test to confirm it’s truth.

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Step 5 & 6: Design / Build

Wireframing Visual DesignCopywriting

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Step 7: Testing

• Run tests based on hypotheses created from data insights

• Don’t just make up test ideas

• Don’t run a test without a hypothesis, even if it wins still a loser

• Make sure your hypotheses validate something about yourcustomer and strengthen your customer theory

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A Complete CRO Process

Business Objectives

Collect Data

Data Analysis

Hypothesis Creation

Design

Build{ }

Testing

Learning & Improving

Optimizers are polymaths - they need to speak design, copywriting, persuasion,statistics, psychology, analytics and then some. So rookie optimizers focus ontactics (they read on a blog post), while true professionals have a structuredapproach to CRO.

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Peep Laja - ConversionXL.com

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Best Practices Are Only A Starting Point

• Conventions & best practice are only a starting point

• Expert analysis

• Case studies - what worked for someone else won’t necessarily work for you• No hard and fast rules in CRO

• Every idea is only an assumption or a hypothesis

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Best Practices Are Only A Starting Point

Functional

Accessible

Usable

Intuitive

Persuasive

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CareerFoundry - Real World Example

CareerFoundry is a Berlin based startup that helps career changers get started in the tech industry with online mentored courses in web development and user experience design.

Objective: “Increase our sales by getting more visitors to enroll in our courses”Goal: “Increase the number of course enrollments”KPI: “Number of new student enrollments per month”Target: “10% more than last month”

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Step 1: Business Objectives

Qualitative• Site Walkthrough• Usability Evaluation• Accessibility Evaluation• Customer Surveys• Live Chat • Web & Exit Intent Surveys• Customer Development Calls & Meetings

• User Testing• Expert Analysis

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Step 2: Data Collection

Quantative• Google Analytics Health Check• Funnel & Goal Flows• Content Reports• Screen Resolution, Device, Browser Insights• Key Audience Insights• Site Search Insights• Mouse Tracking

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Step 2: Data Collection

Quantative• Analytics Software• Segmentation (analytics lie)

Qualitative• Summarise• Categorize• Word clouds

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Step 3: Data Analysis

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Step 4: Hypothesis Creation

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Step 5: Design

Wireframing Visual DesignCopywriting

Step 6: Build

Step 7: Testing - Results Web Development Course

75% Increase in conversion rate to enrollment!

158 Sign Ups

174 Sign Ups

6040 Visits

Original

3020

New

3020

20 Enrollments

35 Enrollments

• CRO is more than just a/b testing or quantative data/analytics• CRO is about increasing profits through a deeper customerunderstanding• UX and CRO have huge cross over as disciplines, we are short on CRO professionals so it’s a great career step for UXers• UX professionals will need to learn CRO to stay at the top of theirindustry over the next 6 months to a year

Conclusion

conversionmachine.co acquireconvert.comwholedesignstudios.com

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acquireconvertCONVERSION MACHINE

Giles Thomas Conversion Optimization Expert