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CRO 101 - Tricks and Tools

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A basic intro to CRO and some of my favorite tools.

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CRO 101 - Tricks and Tools

  1. 1. CRO 101 - Tricks and Tools Niki Mosier Sr. SEO Account Manager Two Octobers @nikers85
  2. 2. Let’s Talk About CRO ● Definition ● Why CRO Matters ● When is CRO Helpful ● Make a Plan ● Test https://twooctobers.com @nikers85
  3. 3. Defining CRO Conversion Rate Optimization Is… ● A structured and systematic approach to improving the performance of your website ● Informed by insights ● Defined by your website’s unique objectives and needs (KPIs) ● Taking the traffic you already have and making the most of it https://twooctobers.com @nikers85
  4. 4. A Few Key Terms ● Call to Action ● Conversion Funnel ● A/B or Split Testing ● Multivariate Testing https://twooctobers.com @nikers85
  5. 5. Why CRO Matters ● Things can always be better ● Paid advertising is only getting more costly and competitive ● Optimization is about getting more of the right kind of customers ● It’s essentially free https://twooctobers.com @nikers85
  6. 6. Make A Plan ● What do you want to test or problem do you want to solve? ● Make a hypothesis ● Create an action plan for testing your hypothesis ○ Tools ○ Data ● The process is ongoing https://twooctobers.com @nikers85
  7. 7. Testing ● Establish a baseline ● Start small ● Keep it simple ● Tracking https://twooctobers.com @nikers85
  8. 8. CRO Use Cases ● Task Analysis ● User Behavior ● A/B Testing https://twooctobers.com @nikers85
  9. 9. Task Analysis ● Identify a problem ○ Why aren’t people applying for jobs online at Target? ● Setup a task analysis ● Get actual data from sampling of users who try to replicate the task https://twooctobers.com @nikers85
  10. 10. User Behavior ● Identify a problem ○ You created a new form on your website and users aren’t submitting it ● Screen recordings ● Heatmaps ● Scroll tracking ● Click Path Analysis ● User Testing https://twooctobers.com @nikers85
  11. 11. Tools ● CrazyEgg ● LuckyOrange ● Usability Hub ● GTM/GA https://twooctobers.com @nikers85
  12. 12. Tools ● CrazyEgg https://twooctobers.com @nikers85
  13. 13. Tools ● LuckyOrange https://twooctobers.com @nikers85
  14. 14. Tools ● Usability Hub https://twooctobers.com @nikers85
  15. 15. Tools ● GTM/GA ○ LunaMetrics Scroll Tracking Plugin ○ Page Load Timing Recipe ○ Custom Reports https://twooctobers.com @nikers85

A basic intro to CRO and some of my favorite tools.

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