Your roadmap for CRO walks a thin link between Tactics and Strategy. Drawing borders between both can help you identify overlaps without compromising the long-term vision of your experimentation program.

1. 1
Tactical vs Strategic CRO
Know the Difference

2. 2
We guide you to exponential
growth online:
● Conversion Rate Optimization
● Market and Customer Research
● Customer Journey Mapping
● Business Intelligence
Simon Girardin
CRO Manager
https://www.linkedin.com/in/simongirardin/
Hi, I’m Simon

3. 3
Game Plan
1. Learn to recognize tactical CRO and understand
its limits
2. Learn how to switch gears into strategic mode
3. Arm you with tools and real life examples to begin
your strategic journey

4. 4
Tactical CRO:
Conducting optimization with a focus on
minor UX tweaks and best practices

5. 5
Symptoms Of Tactical CRO
Mostly Flat
Test Results
Ignoring the
Customer Journey
Lack of Strategic
Insights
Losing Buy-in
For CRO

6. 6
The Fastest Growing Startups Test Strategically
Exponential
Growth
Normal
Growth
Stagnant
Declining
4 Categories of Growth based on Conversion Rate Optimization Process
Low
High
Low
High

7. 7
Research Sophistication: Correlation with Win Rate
37.7%
23%
12%
HOLISTIC PROCESS FOR CUSTOMER RESEARCH
AD HOC DATA & RESEARCH
BEST PRACTICES

8. 8
Shifting from
Tactical to
Strategic
1. Stop conducting only certain components of the
CRO process
2. Isolate the conversion roadblocks with research
and iterative testing
3. Collect primary customer and market research
insights to gain a 360° understanding
4. Create and manage rigorous documentation to
assure accountability with your roadmap

9. 9
Customer Research Methods
Qualitative
Quantitative
Attitudinal
Behavioral
Motivation Profiles
A/B Testing
Session Recordings
Value Prop Creation
Cross Device
Exit Intent Polls
User Path/Fallout
Analysis
Interviews
Remote Unmoderated
Usability
Form Analytics
Card Sorting/Tree Testing
Intercept
Polls/Surveys
Heat Maps
Moderated Usability
True Intent Study
Email Surveys
Peer Review
Sessions

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Research Roadmap
1. The goal is to simplify
2. Conduct one method every 2 weeks
3. Document around 15-20 hypotheses per method
4. Refresh insights at least once a year
5. It’s an iterative process

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Let’s Explore 3 Different
Research Methods Together

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Cheap And Easy Research Methods
You Can Conduct Yourself
User Path And Fallout Analysis
We utilize analytics to pinpoint specific information about
user segments. We isolate behavioral trends and find the
highest value pages and funnels for focused optimization.
Exit Intent Poll
We gain an understanding of the last minute questions and
objections that prevent customers from converting.
Value Proposition Creation
We build a unique value proposition based on the key aspects
of the business and position it against direct and substitute
options on the market.
Qualitative
Quantitative
Attitudinal
Behavioral
Motivation Profiles
A/B Testing
Session Recordings
Value Prop Creation
Cross Device
Exit Intent Polls
User Path/Fallout
Analysis
Interviews
Remote Unmoderated
Usability
Form Analytics
Card Sorting/Tree Testing
Intercept
Polls/Surveys
Heat Maps
Moderated Usability
True Intent Study
Email Surveys
Peer Review
Sessions

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User Path And Fallout Analysis
E-commerce gifting flowers

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User Path And
Fallout Analysis
1 Understand primary traffic sources
2 Identify gaps in basic reports like device types, channel or
campaign
3 Analyse User Flows and landing page reports to
find fallout points
4 Formulate hypotheses to explain and solve what
causes the fallout
Research Methodology

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Discover Gaps From Basic
Reports Like Device Types
▪ 55% of the total traffic uses a mobile device ▪ Mobiles devices converted at rates 51% lower than desktop

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Identify A Fallout Point
▪ Only 28% of homepage visitors who
did not bounce, clicked on a
product page
66% 28% 36%

17. 17
Cross-Reference Analytics With Heatmaps And Scrollmaps
50% OF USERS
Reach this point
MAIN CTA
(2,64%)
SECOND CTA
(0,66%)
Scrollmaps reveal that the scroll
depth drops right after the fold
Heatmaps indicate a very low
engagement rate with the homepage

18. 18
Display More Product Options Before Drop Off Point
10%
UPLIFT
Control Wining Variation: 10% Lift in Transactions

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Exit Intent Poll
Lead Gen Outdoor Kitchen Seller

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Exit Intent Poll
1 Tag the tool on the website
2 Set up a poll to trigger on exit intent
3 Use this exact question format :
What, if anything, prevented you from [CONVERSION] today?
4 Target pages specific to conversions and desktop
devices only
5 Collect a minimum sample of 100 responses
6 Categorize the issues in a spreadsheet and create a
graph with percentages
Research Methodology

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Capture Frequently Asked Questions

22. 22
Voice of Customer Samples
Response Category
We were gonna do it ourselves and now I'm second guessing doing it ourselves, which
brought me to you guys.
Assembly
You guys say basically turnkey, right? Assembly
And so if we're doing like an L configuration, would it make more sense for that grill
section to be up against the left side?
Size & Shape
And then I was watch, I was looking at your prefab units and they have like a monthly payment
if you do the financing option, and I was curious how that works.
Pricing
Am I paying like massive amounts extra for a coyote events opposed to someone else or? Appliances
How long before you get to have something delivered to my house? Delivery Time

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Tie Objections To Customer Journey Stages
PRODUCT OPTIONS
Appliances
Size & Shape
Finish & Style
BUYING PROCESS
Assembly
Pricing
Delivery Time

24. 24
Heatmaps Allow To Fix Important User Path Issue
+18.6%
UPLIFT
Control Wining Variation: 18.6% Lift in Leads

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Value Proposition Development
SaaS Edtech Real Estate Investing Platform

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Value Proposition
Development
1 Identify direct and substitute competitors
2 Audit their main site pages, paid landing pages and ads
3 Identify copy, market positioning, competitive
advantages, narratives
4 Leverage existing research and voice of customer
samples
Research Methodology
5 Create net new value props that stand out from the
market and that may appeal to target customers

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Identify common themes in
the vertical

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Identify Gaps in the Market
1
2 3
4
Messaging across all
competitors is task focused
and not outcome focused
Messaging is features focused
instead of customer focused
There is parity in
messaging between
direct competitors
Vertical wide focus on
corporate jargon and
technical terms

29. 29
Value Proposition Development Increases Sign Ups
4.49%
UPLIFT
Control Wining Variation: 4.49% Lift in Sign Ups

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Let’s Get Strategic.

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Taking Your First Step
Towards A Strategic
Approach
Collect a sample of 100 voice of customer
sample, code them and find the 3 to 7 main
objections. Create 5-10 hypotheses.
Set up Exit Intent Poll
Collect 3k+ samples per page and look for
things customers see and miss. Create
20-30 hypotheses.
Review Heatmaps and
Scrollmaps
Discover underperforming segments with
basic reports in your analytics solution.
Explore User Path And
Fallout points

32. 32
Questions?
Follow me on LinkedIn
www.linkedin.com/in/simongirardin