Today we chat with Jake Lambert from Fresh Egg to talk all things CRO. We will discuss how CRO should be an integral part of the overall business strategy, not just a standalone marketing effort. By aligning CRO with broader company goals and ensuring collaboration across teams, businesses can make better-informed decisions and drive significant improvements in user experience and conversion rates.
Identifying Issues in Conversion Funnels:
- Focus on high-traffic areas like product pages rather than final checkout pages, where significant drop-offs occur.
- Analyze heat maps and user testing to determine where and why users drop off.
Statistical Significance in Testing:
- Determine acceptable risk and significance thresholds (e.g., 90% significance).
- Use online calculators to figure out necessary traffic and duration for tests.
- Understand the expected uplift percentages and align them with test durations.
Forecasting Test Success Rates:
- Leverage historical data to estimate test success rates and uplifts.
- Use industry-specific win rates (e.g., 33% in retail, 39% in finance) to set realistic expectations.
Addressing External Influences:
- Recognize that external factors (e.g., weather, promotions) affect both control and variant groups.
- Use consistent data sets to measure CRO impact, isolating the effect of changes made.
Tools and Developer Collaboration:
- Utilize user-friendly CRO tools like WebTrans Optimize.
- Secure developer buy-in by integrating CRO tasks into development sprints.
- Establish a unified data source for consistent decision-making across teams.
Future Trends in CRO:
- Short-Term: Emphasis on demonstrating ROI due to economic pressures.
- AI Integration: AI can handle standard optimizations, freeing up practitioners for more innovative tasks.
- Personalization: While AI can standardize best practices, human input is needed for unique brand elements.
