Conversion rate optimization (CRO) is a systematic process of getting more visitors to take a specific desired action on a website or app. It involves setting goals, measuring data, analyzing insights, testing hypotheses, and continually optimizing based on results. The key is to move away from random guesses and instead understand visitor behavior through analytics, heuristics testing, A/B testing, and other techniques to identify areas that reduce friction or increase motivation for conversions. Done effectively, CRO is essential for growing a business as search engine optimization and pay-per-click advertising become more difficult and expensive.

1. INTRODUCTION TO CONVERSION RATE
OPTIMIZATION
DAN ABUBAKAR

2. WHAT IS CONVERSION RATE OPTIMIZATION [CRO]
 It’s NOT bringing more people to your website VIA ads or savvy social media management.
 It’s NOT higher conversion rates. Reduce your prices to 99 cents for every product and your conversion rates
will go up. But you’ll probably go out of business quickly.
 It’s NOT A/B testing. A/B testing is just a small component of CRO.

3. CONVERSION RATE OPTIMIZATION IS A SYSTEMATIC PROCESS OF GETTING
MORE VISITORS TO TAKE A SPECIFIC DESIRED ACTION ON YOUR WEBSITE
OR APP.

4. WHY IS CRO IMPORTANT
 As SEO gets increasingly more difficult and PPC costs increasingly more expensive, it’s getting harder and
harder to grow.
 CRO is essential for GROWTH.

5. BEFORE CRO– UNDERSTAND THESE TRUTHS
 First and MOST important, understand that your opinion doesn’t matter.
 You don’t know what will work.
 There are no magic templates for higher conversions. No “Best Landing Page” layouts or best practices that are
guaranteed to win.

6. HOW TO OPTIMIZE
 Move away from random guessing. Know what’s happening and understand Why.
 To optimize:
 Set Goals
 Set up measurement and gather data
 Analyze the data
 Turn the data into insights
 Turn insights into hypotheses
 Test your hypothesis
 Get data from tests
 Return to analysis

7. GATHER AND ANALYZE DATA
 Data is only useful if it can lead to insights.
 Explaining the Research XL Framework
 Technical Analysis
 Cross-browser testing
 Cross-device testing
 Conversion rate per device/ browser
 Speed Analysis

8. GATHER AND ANALYZE DATA
 Heuristic Analysis
 Identify “areas of interest”
 Check page for relevancy, motivation, friction issues.
 Web Analytics Analysis
 Check health – make sure everything is being measured and everything is accurate
 Setup measurements for KPIs.
 Identify leaks
 Mouse tracking analysis
 Heat maps, click maps and recordings
 Check page for relevancy, motivation, friction issues.

9. GATHER AND ANALYZE DATA
 Qualitative Research
 Customer surveys
 Web traffic surveys
 Chat logs
 User testing
 Identify usability and clarity issues
 Setup measurements for KPIs.
 Identify leaks
 Sum – up
 Categorize and prioritize each issue, translate into a test hypothesis.

10. SOME RULES OF A/B TESTING
 With A/B testing, you need a large sample size
 You need a minimum number of observations for the right statistical power.
 Be patient. Do not run more than 2 concurrent tests at the same time.
 Even when you’ve achieved enough statistical significance, don’t stop the test until it’s valid.

11. A FEW EXAMPLES & TOOLS
 Tools
 Google Analytics
 Google Optimize
 Optimizely
 HotJar
 UserTesting.com
 Examples

14. QUICK TIPS FROM ABOVE
 Utilize Above the fold like it is prime real estate.
 Use strong value propositions and clear call to actions
 Avoid carousels and heavy video. When necessary, avoid video completely as it doesn’t play automatically on
mobile