understanding conversion rate optimisation
TRANSCRIPT
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
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’