This document discusses conversion rate optimization (CRO) in digital businesses. It emphasizes that understanding users through their motivations, fears, uncertainties and doubts is key to improving conversion. Data must be understood in the proper context. Solid product fundamentals and addressing usability issues can boost conversion. The document promotes a CRO framework for gathering insights and managing conversions. Case studies showcase how addressing specific concerns in online banking, fashion retail and insurance impacted metrics like completion rates.

1. IT´S A LONG WAY TO THE TOP
IF YOU WANNA
ROCK´N´ROLL: DRIVERS AND
HOW CONVERSION WORKS.
RICARDO TAYAR
@rtayar

2. #theinbounder
EVERY DIGITAL
BUSINESS IS
FOCUSED ON
CONVERSION…
THEY SAID.
ALL OF THEM
WANT SOMETHING
LIKE THIS…

3. #theinbounder
CRO Project in e-commerce Android App

4. #theinbounder
IT´S A LONG WAY TO THE TOP IF YOU WANNA
CONVERT

5. #theinbounder
IN A WORLD FULL
OF METRICS WE
DON´T WANT TO
SPEND TIME IN
REALLY
UNDERSTANDING
PEOPLE.

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DATA IS JUST THE
FIRST STEP. THE
REAL INSIGHTS
ARE THE
INFORMATION.
DATA + CONTEXT =
INFORMATION.

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INFORMATION AND
UNDERSTANDING
LEAD TO
CONVERSION.

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WE REALLY NEED
TO KNOW WHAT
ARE THE
MOTIVATIONS AND
REAL REASON FOR
USING OUR
WEBSITE / APP. WE
MUST
UNDERSTAND
WHAT LIES BEHIND

9. #theinbounder
MANY TIMES WE THINK WE ARE
WORKING IN A SOLID AND STABLE
DIGITAL PRODUCT, WITHOUT
PROBLEMS. ARE WE SURE?.

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TAKE A LOOK AT THIS. USER
TESTING TO IDENTIFY POTENTIAL
PROBLEMS IN A FASHION RETAIL E-
COMMERCE APP. TWO DIFFERENT
USERS.

11. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT

12. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT

13. #theinbounder
FIRST STEP IN
CONVERSION: BE
SURE THAT THE
BASICS ARE
SOLVED, THAT YOU
HAVE A SOLID
PRODUCT /
INTERFACE.

14. #theinbounder
YOU REALLY NEED TO KNOW WICH
ARE THE FEARS, UNCERTAINTIES
AND DOUBTS THAT EACH USER
FEELS IN HIS RELATION WITH THE
PRODUCT / SERVICE YOU ARE
TRYING TO SELL ONLINE

15. #theinbounder
WE ALL HAVE SOMETHING TO FEAR…

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LOT OF THINGS TO FEAR…

17. #theinbounder
WE ALL NEED
LOVE, CARE, HUGS
AND UNICORNS.
DIGITAL BUSINESS
TOO. TAKE CARE
OF YOUR USERS

18. #theinbounder
YOU NEED A CRO FRAMEWORK TO FIND THE
INSIGHTS AND MANAGE CONVERSIONS

19. #theinbounder
Monster Magnet
presents 3 main
Fears /
Uncertainties /
Doubts in online
banking:
1. Understanding
2. Trust
3. Ease of use

20. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT

21. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT
SUS (System Usability Scale) score in online banking website. Before & after redesigning interactions.

22. #theinbounder
Soundgarden
presents 3 main
Fears /
Uncertainties /
Doubts in fashion
online retail:
1. Size
2. Price &
Shipment
3. Return Policy

23. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT

24. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT

25. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT

26. #theinbounder

27. #theinbounder

28. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT

29. #theinbounder
IT´S A LONG WAY TO THE TOP
IF YOU WANNA CONVERT
Online fashion retail. Conversion rate (purchase) after testing two alternative ways of managing size
selection in products.

30. #theinbounder
Motörhead presents
3 main
Fears /
Uncertainties /
Doubts in online
insurance:
1. Offer vs Needs
2. Data input
3. Service
expectative

31. #theinbounder

32. #theinbounder

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34. #theinbounder
Insurance online lead completion rate.

35. #theinbounder
THERE ARE NO IDENTICAL CRO
PROJECT. IN EACH PROJECT AND
DIGITAL BUSINESS YOU MUST USE
YOUR DATA IN THE CONTEXT OF
YOUR USERS. THIS IS THE
CONVERSION KEY

36. #theinbounder
THIS IS THE FLAT 101 CONVERSION
FRAMEWORK. THE ONE WE USE IN
OUR CRO PROJECTS. USE IT
WISELY.

37. #theinbounder
DOWNLOAD IT HERE: http://bit.ly/cro101-
inbounder

38. THANK YOU!
RICARDO TAYAR
@rtayar