Intro to CRO and Best Practices Review

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Intro to CRO

Key Sources of Data and Insight for CRO

  1. Google
  2. Existing research
  3. Analytics (Data Butler)
  4. Used Testing (ex. 1st click test, preference test, question test, 5-second test, etc.)
  5. Online Focused Group
  6. User intelligence tools
  • Heat Maps
  • Eye-tracking (in real-time)
  • Screen recording

A/B Testing

  • The sample size is calculated to be significant
  • Data is collected over a duration of time (typically 6 weeks)
  • Data is collected on recent traffic
  • It is quantitative
  • Prospects and customers are being tested
  • Testing is double-blind (customers don’t know they are being tested as a result they are in their natural form)
  • Low traffic websites can also use A/B testing
  • Use Heats Maps and other visuals for presenting findings to clients or team
  • Collect data on the ideas that you are stealing from competitors to find out which ideas actually pay!

CRO Best Practices

Photo credit: Giphy

Key Takeaways

  • Have clear expectations that get straight to the point (ex. Get signed up in 10 seconds or less!)
  • Reduce the number of form fields to be completed by website visitors (Common on! Do you really need their salutation, last name, or birth date this soon in your relationship?)
  • For better quality leads consider increasing the friction by adding more form fields. Visitors that are willing to fill out more fields are typically interested in your offer.
  • When form can not be reduced to less than 8 fields consider multi-step forms to reduce friction
  • Have visitors complete the easy or simple fields first while gaining momentum completing the form
  • For convenience and speed auto-complete each form field that you can
  • Use real-time inline validation to provide visitors with error messages and/or feedback instantly on the form field
  • Just say ‘No’ to Captchas they may keep bots away, but they also keep people away too! Opt for a more frictionless anti-spam approach called honeypot.
  • Use trust marks (Safe, Secure, BBB, Free, etc) when asking for sensitive information
  • Make sure that the call to action button is visible with only one (1) primary CTA and use a different color to stand out from the rest of the website.
  • Make the next step clear and obvious
  • Use the right copy to make sure that the value in taking the next step is clear
  • The right offer
  • Located in the right place
  • Paring Google Analytics with call tracking
  • Start a new paragraph every 3–4 lines
  • Use a sub-headline after every 2 paragraphs
  • Use the ordered and unordered list
  • The more expensive the product or service is, be prepared to explain with receipts (i.e., proof) and more copy
  • Never ask customers how much they’ll pay for a product or service instead test different price points by running traffic to them and see what price performs best
  • Split test pricing
  • Always reveal pricing (even B2B!) or risk losing business to competitors that do reveal pricing
  • Caching your website talk your developers for implementation
  • Use a content delivery network (CDNs) to service all static resources such as images and CSS files
  • Reduce round trip times (RTTs)
  • Make the search box larger and more visible
  • Make sure the internal search does auto-complete
  • Search queries with typos still bring up results
  • Steer clear from ‘no results found’ results
  • Collect credit card info last
  • Use a skeuomorphic payment form that looks identical to an actual credit card
  • Make the page look secure by adding an SSL logo, statements that include ‘secure/privacy/encrypted/protected’ etc.
  • Store customers’ credit card information to make it easy for them to buy in the future (think Amazon!)
Photo credit: Giphy

My thoughts

  1. Intro to CRO and Best Practices Review
  2. Intro to Conversion Copywriting, Product Messaging, Psychology, and Social Proof Review
  3. Neuromarketing, Emotional Content Strategy, Influence, and Interactive Design Review
  4. Google Analytics for Beginners Review
  5. Landing Page Optimization, Conversion Research and Using Analytics to Find Conversions Review
  6. Google Tag Manager for Beginners, User Research, Fast and Rigorous User Personas Review
  7. Heuristics Analysis Frameworks for CO Audits, Google Analytics Audits, How to Run Tests
  8. Testing Strategies, Statistics for A/B Testing and A/B Testing Mastery Review
  9. Optimizing for B2B, Customer Value Optimization, Digital Psychology, and Behavioral Design Training Review
  10. Advanced Experimentation Analysis and Applied Neuromarketing Review
  11. How to Design, Roll Out, and Scale an Optimization Program; Evangelizing for Optimization in Enterprise Review
  12. Building Your Optimization Technology Stack and CRO Agency Masterclass Review

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Queen👑of CRO💖 Conversion Rate Optimization Let's make even more money!

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Ashley Neal

Ashley Neal

Queen👑of CRO💖 Conversion Rate Optimization Let's make even more money!

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