CRO 101 - Tricks and Tools

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The document discusses conversion rate optimization (CRO) techniques and tools. It defines CRO as a structured approach to improving website performance by being informed by insights and testing. The document recommends establishing goals, creating hypotheses to test, running A/B tests on elements like calls to action, and using tools like CrazyEgg, LuckyOrange, and Google Analytics to track user behavior and measure the effects of tests. Regular testing is presented as an ongoing process for optimization.

Data & Analytics

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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CRO 101 - Tricks and Tools

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