At my last two companies that I worked with I have introduced a conversion rate optimisation strategy and process.
One of the most significant factors for the success of a CRO program is the acceptance of the program in an organisation. The following factors are necessary to foster a CRO culture in an organisation:
- Buy-In from Top Management
- Acceptance of the CRO Approach by Staff
I created a process along side a way to create Jira stories on a kanban style board to track potential experiments through various stages
Defining Experiments
One of the basic principles of conversion rate optimisation is “data-driven decision making.” It involves hypothesising changes to a website, based on data and feedback, and validating the hypotheses also on the basis of data.
Regardless of our individual respective functions, CRO group members need to propose decisions based on concrete data and not on gut.
“Without data, you are just another person with an opinion.”
W. Edwards Deming
ANALYSATION GUIDELINE:
- Value proposition – should be high, compared to our competitors.
- Relevance – should be as per our visitors’ expectations.
- Optimised for best Usability – does it adhere to common principles of good design and UX best practices.
- Clarity – clear & coherent communication & presentation across the site
- Urgency – are we matching our visitors’ urgency or creating it.
- Distraction – remove any distractions that may prevent the user follow the particular journey.
- Trust – build trust to reduce uncertainty & anxiety (especially for new users & new products)
Analysing User Journeys
We analysed user journeys and screens using a few methods. Here are a few
- Visitor Screen playback
- Heat maps, Click maps and Scroll maps
- Form tracking
- Funnel Setup
Tracking Hypothesis and Experiments
I created a Kanban style board at each of my last couple of companies, either in Trello or more recently Jira, see example below of how experiments were tracked through key test phases
