UNIT 3.

CRO

1. CRO EXPLAINED

A. DEFINITION

The term “Conversion Rate” is generally used to signify the % of visitors that turn into
customers.
As a simpler level, conversion rate is the % of users that take a specific action on your
website. Is often measured as the % of sales that your website generates, and therefore
is related to the probability an ROI (Return on investment)

But it can also be used in smaller detail to identify what is working and not working on
your site.

B. CONVERSION RATES IN FUNNEL STAGES

You need to align your business success metrics with the steps of the conversion funnel.
The charts shared below will help align upur conversion goals with different funnel
stages for the visitor.

C. BEWARE OF

Why “Conversion Rate” IS NOT the answer to all your problems.

1. A Higher conversion rate doesn’t always mean higher performance.

Eg.

Day 1: 5000 visits and 200 sells- 4% CRO

Day 2: 1000 visits and 100 sells- 10% CRO

2. Not all visits to your site have the potential to convert

3. Making your site more engaging may reduce your conversion rate.

Si tu página tiene muchos videos o cosas interactivas hay gente que va a ir a la pagina
solo para ver esos vídeos o blogsposts y no realmente para comprar los productos.
 4. Conversion rates vary widely based on visitor type

No es lo mismo un visitante que viene por primera vez (new visitor) que un visitante
habitual de la página web (loyal visitor).

5. Growing your site Will often decrease conversion rate.

Always take other numbers into account alongside overral conversion rates. Remember
an increase in conversion rate can be caused by a vast decrease in visitors coupled with
a more gentle decrease in sales.

D. CRO IN PRACTICE

Examples of simple actions that can be done to improve conversion:

·Make your web copy more concise: Take what you have, edit in half again.
LESS IS MORE.
·Adjust your calls to action (CTAs): Make it easier to understand and more
prominent for your visitors.
·Make your web forms shorter: A lengthy sign-up process can annoy
customers.
·Clarify your company´s value proposition: The benefit you provide is clearly
comprehensible.
·Boost the incentives: Offer up a promotion or give away to encourage
prospects to engage with your brand

2. WEB DESIGN

A. KEYS FOR CREATING AN EFFECTIVE DIGITAL COSTUMER

EXPERIENCE

-Create a concept and a brand

-Plan ahead and establish clear objectives
-Simplify user´s interactions
-Promote CTA
-Humanize the website
-Use a CMS (eg. WordPress)

B. WEBSITE DEVELOPMENT PROCESS

Define clear objectives:

1. Analysis phase

The discovery or analysis phase involves using marketing research techniques to find
out the needs of the business and the audience. Key considerations:

a. Business Requirements
b. Usability Requirements

c. Web accessibility requirements

d. Personalization requirements
e. Localisation and cultural customization
f. Reviewing competitor web sites
g. Designing the information architecture
h. Blueprints and Wire Frames

C. PRINCIPLES OF USABILITY

The UX (user experience) 4 principles (ISO) are:

-Easy to learn for the user

-Easy to use
-Flexibility
-Robustness

D. WEBSITE BLUEPRINT AND WIREFRAME

E. WEBSITE DESIGN KEY POINTS

1. The header rules the pattern of the site sign

2. Predominance the image over text
3. Logo should be integrated.
4. Avoid visual noise
5. Play with blank spaces
6. Visual hierarchy
7. Use correct typography
8. Contrast between font and background.
9. Avoid music
 10. Proportion of web elements

F. COMMON MISTAKES

In structure:

1. Architecture not in lane with the site objectives

2. Images without alt tags and image compression for speed optimization
3. Not developing a link buildng strategy
4. Not having a home link in all sites
5. Information overload
6. Incorrect URL structure

In design:

1. Not having a style coherence

2. Not integrating the logo in the site header
3. Presenting visual information without hyerarchy, colors, front and
background.
4. Using the correct look and feel in the line with the business activity

In accessibility

1. Not considering special needs for people with disabilities

2. Not having a web responsive
3. Not using XHTML and CSS
4. Not being supported by main browsers

In legal:

1. Subscribing the user without it consent

2. Not including disclaimers or legal warranties for data protection

In content:

1. Spelling mistakes
2. Misleading or imprecise information
3. Not including contact details
4. Obligatory signups
5. Not including a product search
6. Lack of care to header design
7. Not including a blog or newsteller
8. Missing out SEO considerations and not using CMS that adapts to improve
SEO,
 9. Not measuring user´s activity and preferences for CRO.

4.CRO PROCESS

The CRO process have the following steps:

1. Create a list of weak spots

2. Define hypothesis
3. Prioritize
4. Experiment- A/B testing
5. Analyze and implement

A. ANALYSIS

Find out which pages cause the biggest drop-offs with google analytics or similar tool
gather quantitative information.
Once you understand WHERE the problem is, you proceed to identifying WHAT the
problem is. You seek to understand your customers better – their needs, sources OF
hesitation. Heuristics and qualitative information.

The most interesting qualitative research tools are:

a. Interviews
b. Customer surveys
c. User testing: session recording
d. Clickmaps and heatmaps

B. HYPOTHESIS

Synthesize the results, from the quantitative and qualitative analysis and compose a list
of weak spots n order to design hypothesis for improvement

C. EXPERIMENTS A/B TESTING AND MULTIVARIATE

-A/B TESTING

An A/B test is an experiment using 2 or more variants of the same webpage (A and B).
Variant A is the original and variant B contains at least one element thar is modified
from the original.

Before you can start testing, you need something to test on. Rather than randomly
testing items on your homepage or adapting your checkflout flow, start small.
Test a change to a CTA, change the color of a button

Once you comfortable creating variants and experiments, you cand expand the scope
of your testing

-MULTIVARIATE TEST

Multivariate test is an experiments that test two or more sections to understand their
effects on each other.
For example, variants of headline can be tested at the same time as variants of an image.

Instead of showing wich page variant is most effective (as A/B), a multivariate test
identifies the most effective combination of variants. Rather than the 2 or 3 page
variants found in a simple A/B test, multivariate test frequently test multiple variants of
multiple page elements simultaneously.