The document discusses Conversion Rate Optimization (CRO), emphasizing that it is a data-driven process involving multiple disciplines rather than a standalone solution. It outlines a systematic approach to testing, highlights the importance of solid data measurement, and suggests potential quick wins for improving conversion rates. Additionally, it underscores the need for alignment with business objectives and understanding user motivations.

1. The New World And How You Should Respond: 4.
Conversion Rate Optimisation
PEDRO MONA

2. WHAT IS CRO?
QUICK WINS
QUIZ!
INTRODUCTION

3. FAST FORWARD
MEDIA
PURCHASE
CRM
HERE
HERE
HERE

4. It’s not a magic pill

5. 41
BLUE

6. WHAT IS CRO?
It is a process
It combines multiple disciplines
It is guided by data
It is not independent from traffic sources
The process starts with the first contact the user has with your brand
Conversion does not mean sales
It is not a project

7. AD PROMISE

8. “I came,
I puked,
I left.”
Avinash Kaushik
BOUNCE

9. Mind the Gap

10. CRO FOLLOWS A PROCESS…
1 2 3 

11. ‒ Data Sciences
‒ Media planning
‒ Display
‒ Search
‒ UX
‒ Development
‒ Front end
‒ Back end
DISCIPLINES INVOLVED
TESTING FOLLOWS A PROCESS

12. Is my data enough?

16. C = 4M+3VP+2(I-F)-2A
© Marketing Experiments
LETS BE GEEKS…

17. TECH LOVES CRO

18. NOT ALL TECH IS THE SAME…

19. IT TAKES MORE TIME
Test length calculator
uses a factor of:
‒ Current conversion rate
‒ Expected improvement
‒ Number of variations
‒ Total visitors

20. QUICK WINS

21. QUICK WINS

22. QUICK WINS

23. QUICK WINS

24. QUICK WINS

26. A B
57% INCREASE
TRAVEL CALL TO ACTION?

27. A B
ADD TO BASKET?

28. A B
THREE COLUMN VS. SINGLE COLUMN CART?

29. A B
THREE COLUMN VS. SINGLE COLUMN CART?

30. A B
HOMEPAGE VS. TARGETED LANDING PAGE?

31. A B
VALUE PROPOSITION TEST?

32. What Do We Need For CRO?
MUST HAVE SOLID DATA
MEASUREMENT FRAMEWORK ALIGNED TO BUSINESS OBJECTIVES
TRACKS LTV
TEST HYPOTHESIS
UNDERSTAND MOTIVATION
TIME