the new world and how to respond: cro - conversion rate optimisation
TRANSCRIPT
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The New World And How You Should Respond: 4. Conversion Rate Optimisation
PEDRO MONA
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WHAT IS CRO?
QUICK WINS
QUIZ!
INTRODUCTION
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FAST FORWARD
MEDIA
PURCHASE
CRM
HEREHERE
HERE
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It’s not a magic pill
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41BLUE
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WHAT IS CRO?
It is a process
It combines multiple disciplines
It is guided by data
It is not independent from traffic sources
The process starts with the first contact the user has with your brand
Conversion does not mean sales
It is not a project
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?AD PROMISE
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“I came, I puked,
I left.”Avinash Kaushik
BOUNCE
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Mind the Gap
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CRO FOLLOWS A PROCESS…
1 2 3
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‒ Data Sciences‒ Media planning
‒ Display‒ Search
‒ UX‒ Development
‒ Front end‒ Back end
DISCIPLINES INVOLVED
TESTING FOLLOWS A PROCESS
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Is my data enough?
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C = 4M+3VP+2(I-F)-2A
© Marketing Experiments
LETS BE GEEKS…
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TECH LOVES CRO
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NOT ALL TECH IS THE SAME…
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IT TAKES MORE TIME
Test length calculator uses a factor of:
‒ Current conversion rate
‒ Expected improvement
‒ Number of variations
‒ Total visitors
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QUICK WINS
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QUICK WINS
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QUICK WINS
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QUICK WINS
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QUICK WINS
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QUIZ
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A B
57% INCREASE
TRAVEL CALL TO ACTION?
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A B
62% INCREASE
ADD TO BASKET?
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A B
9.1% INCREASE
THREE COLUMN VS. SINGLE COLUMN CART?
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27% INCREASE
A B
THREE COLUMN VS. SINGLE COLUMN CART?
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A B
127% increase
HOMEPAGE VS. TARGETED LANDING PAGE?
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A B
VALUE PROPOSITION TEST?
They didn’t want increase!
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What Do We Need For CRO?
MUST HAVE SOLID DATAMEASUREMENT FRAMEWORK ALIGNED TO BUSINESS OBJECTIVES
TRACKS LTVTEST HYPOTHESIS
UNDERSTAND MOTIVATIONTIME
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