CRO Training
Agenda
Introduction
Slides
3 - 4
Slides
5 -10
Slides
11 - 18
Slides
19 - 22
Slides
23 - 30
Slides
31 -34
Slide
35
Identifying Opportunities
Creating hypotheses
CTAs
CTAs Best Practices
Testing your hypotheses
Analysing performance
What is CRO?
Conversion Rate Optimisation (CRO) is the process
of increasing the percentage of conversions
from a website or mobile app.
It involves generating ideas for
elements on your site or app and then
validating those hypotheses through
A/B testing and multivariate testing.
CRO should be aimed towards the client’s conversion KPIs.�
Media
Ecommerce
Travel
B2B
Identifying Opportunities
What’s the average global ecommerce conversion rate?
Source: Statista Study Q3 2022
Although the average is stated here, it doesn’t mean we should try and aim for average.
Even high converting pages may benefit from increased CVR if a thorough CRO review hasn’t taken place yet!
The top 10% of the industry is 5x the average CVR!
Anyone can be average but having a page that has remarkable CVR is even better.
Source: Wordstream
There are four typical methods to find your CRO opportunities
Pages that generate the most amount of sessions
1
2
3
Greatest number of conversions
Highest value pages
4
Key underperforming page vs. the site average
Path exploration in GA4 can help you find areas of opportunity
Booking test drives aren’t getting conversions because…
Creating hypotheses
There are a number of factors you can play with
Some of which are:
You can also do internal/external user testing to see if there are friction points on the page.
You don’t have to come up with these ideas by yourself.
Everyone will have different perspectives on how they might think CRO can be improved. Get others involved!
Remember the five basic questions of CRO
What
specific concept or preference is being tested?
Who
is the audience? Are all visitors being tested, or just some select segment
Where
on the site are you testing? Why is this test happening in this specific location?
When
will the test run? Some tests make more sense at specific times.
Why
are you running the test? What is the hypothesis of the test? What will you learn from the test? What results are you hoping for?
1
2
3
4
5
Examples of CRO tests: Blog Redesign�
Hypothesis: Redesigning desktop CTAs would improve the user experience, which in turn would lead to an increase in desktop content lead conversions.
Primary metric: Form submission CVR
Secondary metric: Content leads CVR
Results: The primary metrics were inconclusive as there were no significant differences in form submission CVR.
The second metric showed positive trends when compared to CVR before the test was launched.
Results from this test show that, in the future, there is value in converting users on blog pages, rather than directing them to a landing page.
Original
Examples of CRO tests: Submission form
Original
Hypothesis: By redesigning forms, the user experience will improve and increase user clarity. In turn, form submission CVR would increase.
Primary metric: Form submission CVR.
Results: Of 5 variations, variation B and D outperformed the control variables at 96% and 100% respectively.
This demonstrates that conversions on the blog could increase if these form submission designs were applied to blog posts.
Examples of CRO tests: Registrations for a software
Original
Hypothesis: By reorganising the user flow, I will improve registration CVR.
Primary metric: Registration CVR.
Results: The increase was so great that it was used to find more qualified leads.
This was done by asking for the remaining information one week after the download - once their prospects had time to sit and get to know their software.
Example of a CRO strategy: Letting users segment themselves
Original
Why this is effective:
This advertiser decided they would let the visitor choose their own flow. This was incredibly effective not only for conversion, but also in segmentation for their remarketing and lead nurturing efforts.
Example: Keeping track of our hypotheses
CTAs
Other types of CTAs
Basic CTA
This is a call-to-action that does not change based on any attributes of the visitor. It's the same for every visitor that sees it.
Multivariante CTA
Similar to Basic CTAs, but there are two or more CTAs being tested against one another. Traffic is split evenly to each variation where you can see which CTA converts better.
Smart CTA
Tailored to an individual. There can be numerous ways CTAs which adapt to a visitor, such as their location, browser language, whether they’re already a customer or a lead, and much more.
Book a
test drive
Download brochure
Find a garage
Find charging station
Which are the best types of CTAs?
In a study:
Result:
Smart CTAs convert 202% better than basic/default versions.
CTAs: Button vs. Image
In a study:
Result:
Smart CTA buttons have the highest CVR vs. others.
CTA Best Practices
6 tips for higher conversions
Make the CTA visible
6 tips for higher conversions
Make the CTA visible
DIRECTIONS
BOOK CONSULTATION
DIRECTIONS
BOOK CONSULTATION
DIRECTIONS
BOOK CONSULTATION
DIRECTIONS
BOOK CONSULTATION
6 tips for higher conversions
Make the CTA visible
DIRECTIONS
BOOK CONSULTATION
DIRECTIONS
BOOK CONSULTATION
DIRECTIONS
BOOK CONSULTATION
DIRECTIONS
BOOK CONSULTATION
Use eye catching button colours
6 tips for higher conversions
Make the CTA visible
DIRECTIONS
BOOK CONSULTATION
DIRECTIONS
BOOK CONSULTATION
DIRECTIONS
BOOK CONSULTATION
DIRECTIONS
BOOK CONSULTATION
Use eye catching button colours
Short and sweet
6 tips for higher conversions
Make the CTA visible
Use eye catching button colours
Short and sweet
Don’t overload with CTA options
But do make the selected few appear enough times on the page!
6 tips for higher conversions
Make the CTA visible
Use eye catching button colours
Short and sweet
Don’t overload with CTA options
Social proof it!
6 tips for higher conversions
Make the CTA visible
Use eye catching button colours
Short and sweet
Don’t overload with CTA options
Social proof it!
Above the fold
Testing your hypotheses
Only test one hypothesis at a time on a single page!
Testing a single hypothesis on a page creates reliability in pinpointing what caused a drop/increase in CVR performance.
Leave the test to run for minimum 2 weeks before analysing data and concluding your hypothesis.
An example of what we could hypothesise on MG
Hypothesis:
By redesigning the video section we will have an increased number of video plays on this page.
This could include changing the:
Short copy
Fanplayr is a tool we can use to implement tests
Creative Editing Capabilities:
Messaging:
Product Recommendations:
Make it permanent:
But we can also simply roll it out on the site and measure how it performs.
Analysing performance
CRO tests are not a one done thing!
Continue to amend your ideas to prove your hypothesis until you’re happy with the performance!
If you
We want to aim for being a unicorn (x5)!
Discover
Hypothesis
Test
Analyse
Reiterate