1. CRO 101 - Tricks and
Tools
Niki Mosier
Sr. SEO Account Manager
Two Octobers
@nikers85
2. Letâs Talk About CRO
â Definition
â Why CRO Matters
â When is CRO Helpful
â Make a Plan
â Test
https://twooctobers.com @nikers85
3. Defining CRO
Conversion Rate Optimization IsâŠ
â A structured and systematic approach to improving the performance of your
website
â Informed by insights
â Defined by your websiteâs unique objectives and needs (KPIs)
â Taking the traffic you already have and making the most of it
https://twooctobers.com @nikers85
4. A Few Key Terms
â Call to Action
â Conversion Funnel
â A/B or Split Testing
â Multivariate Testing
https://twooctobers.com @nikers85
5. Why CRO Matters
â Things can always be better
â Paid advertising is only getting more costly and competitive
â Optimization is about getting more of the right
kind of customers
â Itâs essentially free
https://twooctobers.com @nikers85
6. Make A Plan
â What do you want to test or problem do you want to solve?
â Make a hypothesis
â Create an action plan for testing your hypothesis
â Tools
â Data
â The process is ongoing
https://twooctobers.com @nikers85
7. Testing
â Establish a baseline
â Start small
â Keep it simple
â Tracking
https://twooctobers.com @nikers85
8. CRO Use Cases
â Task Analysis
â User Behavior
â A/B Testing
https://twooctobers.com @nikers85
9. Task Analysis
â Identify a problem
â Why arenât people applying for jobs online at
Target?
â Setup a task analysis
â Get actual data from sampling of users
who try to replicate the task
https://twooctobers.com @nikers85
10. User Behavior
â Identify a problem
â You created a new form on your website and
users arenât submitting it
â Screen recordings
â Heatmaps
â Scroll tracking
â Click Path Analysis
â User Testing
https://twooctobers.com @nikers85