CRO Step 1 – Data Analysis
Take a look at:
Quantitative Data – Used to identify potential problems – Traffic, bounce rate, conversion rate etc
Qualitative Data – Used to gauge the experience of users – User feedback, heat-map results from past test etc
CRO Step 2 – Hypothesis Development
Make a guess(hypothesis) based on the data reviewed by following Step 1 of the CRO process. Identify what ought to be optimized to drive performance towards a desired KPI result. Create your test plan.
CRO Step 3 – A/B Tests
Utilize testing platforms like Optimizely. For each test, it is important to consider:
A. Traffic sources – Tests can be open to all visitors or those from a specific source (organic, paid, social, etc)
B. Test URLs – Determine where the test will be served
C. Goals – What improvement are you striving to make
D. Control conversion rate – Data of the existing conversion experience
CRO Step 4 – Results and recommendations
Once you’ve collected enough data from Step 3, time to implement the winning experience.