How Truly Effective CRO Requires Great UX - How CRO is about profits not conversions. How an effective CRO process requires qualitative and quantitative data analysis for test hypothesis ideas and big profit lifts.

1. “Why Truly Effective CRO (Conversion
Rate Optimization) Requires Great UX”
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2. acquireconvert
• Common Misconceptions About Conversion Optimization
• What Is Cro Really About? (How Does It Involve Ux Methodologies)
• What Is A Typical Cro Process
• Best Practices Are Only A Starting Point
• Real World Project Example - Careerfoundry
What we’ll cover:

3. Conversion Optimization is about Increasing Conversion Rate
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Common Misconceptions About Conversion Optimization

4. Conversion Optimization is about Increasing Conversion Rate
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Common Misconceptions About Conversion Optimization

5. Common Misconceptions About Conversion Optimization
Conversion Optimization is AB Testing
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6. Conversion Optimization is AB Testing
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Common Misconceptions About Conversion Optimization

7. Conversion Optimization is about Digital Analytics
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Common Misconceptions About Conversion Optimization

8. Conversion Optimization is about Digital Analytics
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Common Misconceptions About Conversion Optimization

9. Conversion Optimization is the process of increasing profits
through a better and deeper customer understanding
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What Is CRO Really About?

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A Complete CRO Process
Business Objectives
Collect Data
Data Analysis
Hypothesis Creation
Design
Build{ }
Testing
Learning & Improving

11. You should be constantly setting, measuring and iterating
on your business objectives:
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Step 1: Business Objectives
• Objectives
• Goals
• KPI’s
• Targets

12. Quantitative Data Qualitative Data
Mouse Tracking
Digital Analytics
Live Chat
Customer Surveys
Customer Development Interviews
Website & Exit Intent Polls
Usability Evaluation
User Testing
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Step 2: Data Collection

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Step 3: Analyse Data
Customer Theory: A formal representation of your customer and
company positioning
• Brand Positioning Statement
• Value Proposition
• Customer Persona

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Step 4: Create Hypotheses
A hypothesis is a statement based on initial data collection and
analysis that should be tested and validated.
This means that you collected and analysed some data and from this
process learnt something about your website or customer that you
should now test to confirm it’s truth.

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Step 5 & 6: Design / Build
Wireframing Visual DesignCopywriting

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Step 7: Testing
• Run tests based on hypotheses created from data insights
• Don’t just make up test ideas
• Don’t run a test without a hypothesis, even if it wins still a loser
• Make sure your hypotheses validate something about your
customer and strengthen your customer theory

17. acquireconvert
A Complete CRO Process
Business Objectives
Collect Data
Data Analysis
Hypothesis Creation
Design
Build{ }
Testing
Learning & Improving

18. Optimizers are polymaths - they need to
speak design, copywriting, persuasion,
statistics, psychology, analytics and then
some. So rookie optimizers focus on
tactics (they read on a blog post), while true
professionals have a structured
approach to CRO.
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Peep Laja - ConversionXL.com

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Best Practices Are Only A Starting Point
• Conventions & best practice are only a starting point
• Expert analysis
• Case studies - what worked for someone else won’t necessarily
work for you
• No hard and fast rules in CRO
• Every idea is only an assumption or a hypothesis

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Best Practices Are Only A Starting Point
Functional
Accessible
Usable
Intuitive
Persuasive

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CareerFoundry - Real World Example
CareerFoundry is a Berlin based startup that helps career changers
get started in the tech industry with online mentored courses in web
development and user experience design.

22. Objective: “Increase our sales by getting more visitors to enroll in our
courses”
Goal: “Increase the number of course enrollments”
KPI: “Number of new student enrollments per month”
Target: “10% more than last month”
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Step 1: Business Objectives

23. Qualitative
• Site Walkthrough
• Usability Evaluation
• Accessibility Evaluation
• Customer Surveys
• Live Chat
• Web & Exit Intent Surveys
• Customer Development Calls & Meetings
• User Testing
• Expert Analysis
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Step 2: Data Collection

24. Quantative
• Google Analytics Health Check
• Funnel & Goal Flows
• Content Reports
• Screen Resolution, Device, Browser Insights
• Key Audience Insights
• Site Search Insights
• Mouse Tracking
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Step 2: Data Collection

25. Quantative
• Analytics Software
• Segmentation (analytics lie)
Qualitative
• Summarise
• Categorize
• Word clouds
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Step 3: Data Analysis

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Step 4: Hypothesis Creation

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Step 5: Design
Wireframing Visual DesignCopywriting

28. Step 6: Build

29. Step 7: Testing - Results Web Development Course
75% Increase in conversion rate to enrollment!
158 Sign Ups
174 Sign Ups
6040 Visits
Original
3020
New
3020
20 Enrollments
35 Enrollments

30. • CRO is more than just a/b testing or quantative data/analytics
• CRO is about increasing profits through a deeper customer
understanding
• UX and CRO have huge cross over as disciplines, we are short on CRO
professionals so it’s a great career step for UXers
• UX professionals will need to learn CRO to stay at the top of their
industry over the next 6 months to a year
Conclusion

31. conversionmachine.co acquireconvert.comwholedesignstudios.com
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Giles Thomas
Conversion Optimization Expert