Conversion rate optimization process
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This document outlines a 10-step process for conversion rate optimization using backstage access to Omniconvert: 1. Business research to understand goals and constraints 2. Technical review to ensure integrations support testing 3. Quantitative research via funnel analysis and segmentation to identify low-hanging fruits 4. Qualitative research via surveys, chat transcripts and heatmaps to understand customer pain points 5. UX audit of navigation, persuasion elements and emotional triggers to generate insights 6. Synthesizing insights to prioritize hypotheses for testing 7. Running A/B tests, personalization tests and surveys to evaluate hypotheses 8. Adjusting based on statistical significance, then learning and implementing wins 9
Conversion rate optimization process
- 1. How to do conversion rate optimization with backstage access to Omniconvert How to do conversion rate optimization with backstage access to Omniconvert
- 2. The magic about conversion rate optimization
- 3. +6% Monthly incremental increase in conversion rate = +90% more conversions after one year without paying anything extra for traffic
- 5. 1. Business Research 2. Technical Review 3. Quantitative Research 4. Qualitative Research 5. UX Audit 6. Insights Generation 7. Hypothesis prioritization 8. Experiments 9. Adjust, learn, implement 10. Repeat from step 1
- 6. 1 Business research phase What does conversion mean for your type of business? (transaction/lead/other) Have you done optimization before? What is the level of freedom we will have in order to actually do CRO? On how many visitors will the decision maker allow us to play? Who’s your buyer persona? What emotions are triggering his decision? Are you measuring lifetime value? Do you use an RFM model or any other retention-oriented segmentation? Which are your main points of difference?
- 7. Nothing important has ever been discovered without proper exploration.
- 8. 2 Technical review > What platform does the website run on? > Is it loading in the A/B testing editor? > Is it easy to do small front-end testing without a developer? > Are the devs from the client side my supporters? > Is the tracking code installed OK? > Integrations with CRM/ Email system/ CMS/ Analytics system?
- 9. Our customer Their platform Sad developers for 20+ hours
- 10. Research
- 11. 3 Quantitative Research > Funnel analysis - Drop-out rates for TOFU / MOFU / BOFU > Segmentation - Geographical - Behaviour (no of pageviews/ new/ returning) - Results - Traffic Source - Technology - browser / resolutions = > Insights
- 12. Low hanging fruits: > Bad implementation of G analytics > Devices - mobile vs desktop > Browser issues (G Chrome version X - 0% conversion rate) > Page speed > Poor traffic sources (we made that last month: 4000 clicks from mobile & Indonesia => 0,01% conversion rate)
- 14. 4 Qualitative Research > Surveys - Buyer persona & abandonment reasons/ barriers - Purchase intentions - NPS for current customers - Reasons for buying > Voice of customer - Chat transcripts - Support questions > Heatmap - Scroll map - Session recordings = > Insights
- 16. If the price is too high...
- 20. 5 UX Audit > Navigation Flows > Battleship View > Persuasion Slide (Roger Dooley) > Emotional Audit (Talia Wolf) => Insights
- 23. 6 Insights generation > Analytics insights + > Qualitative research insights > + > UX audit insights Hypothesis
- 24. 7 Hypothesis prioritization > Potential > Importance > Easyness
- 26. 8 Experiments > A/B testing > Personalization > Interactions > Surveys
- 28. Recommended for you See more>
- 30. Engagement results +292% more page views +111% more page views +73% more page views
- 32. Bulgarian website Shoes category Non-filter users +16% conversions
- 33. Czech website Dresses category Non-filter users +8% conversions
- 34. Greek website Shoes category Non-filter users +8% conversions
- 35. Control Variation Product Page All visitors +51% conversion rate 99% statistical relevance
- 36. 8 Adjust, learn, implement Statistical significance > Experiment is winning > Decide > Experiment is losing > Decide > Experiment has won > Learn > Implement > Experiment has lost > Learn Resource: http://abtestguide.com/calc/
- 37. Experiment Negative Learn for the future Positive Implement Don’t implement Monitor if the Gains are continued
- 38. 10 Repeat Repetition is the mother of knowledge. Start again from step 7.
- 39. >3 years >12k websites >3,5 BN visits / month
- 40. A team of 50 people (not all of them are here:)
- 42. Thank You & Thank you! PS: we’re hiring! CRO newbies/experts, content, marketing people maria.caciur@omniconvert.com