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

1. CRO 101 - Tricks and
Tools
Niki Mosier
Sr. SEO Account Manager
Two Octobers
@nikers85

2. Let’s Talk About CRO
● Definition
● Why CRO Matters
● When is CRO Helpful
● Make a Plan
● Test
https://twooctobers.com @nikers85

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. A Few Key Terms
● Call to Action
● Conversion Funnel
● A/B or Split Testing
● Multivariate Testing
https://twooctobers.com @nikers85

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. 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. Testing
● Establish a baseline
● Start small
● Keep it simple
● Tracking
https://twooctobers.com @nikers85

8. CRO Use Cases
● Task Analysis
● User Behavior
● A/B Testing
https://twooctobers.com @nikers85

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. 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

14. Tools
● CrazyEgg
● LuckyOrange
● Usability Hub
● GTM/GA
https://twooctobers.com @nikers85

15. Tools
● CrazyEgg
https://twooctobers.com @nikers85

16. Tools
● LuckyOrange
https://twooctobers.com @nikers85

17. Tools
● Usability Hub
https://twooctobers.com @nikers85

18. Tools
● GTM/GA
○ LunaMetrics Scroll Tracking Plugin
○ Page Load Timing Recipe
○ Custom Reports
https://twooctobers.com @nikers85