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Continuous optimization which is driven research activities, analysis based on maturity model.

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What is conversion rate optimization (CRO)

Is the process of testing what works for the customers, with the help of customers.

In my role as an mUX specialist (Mobile UX specialist), I learned to identify business needs and wants and how can I bring this through the user experience. Through analysis of the business needs, analytics, user interaction with their site, and their history with testing, I can accommodate a service tailor to the business needs, most importantly, to the user needs.

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What did I learn about Conversion Rate Optimization?

Is not quick, CRO is not simple. There is no magic formula. Each business is unique - even in the same verticals.

 

What is the ultimate goal of CRO?

To help increase revenue on the site. It does this through continuous optimization which is driven by business research activities.

 

How can I identify the frictions?

Is important to listen to the client, I would ask questions and really pay attention to what are they communicating. We don't know the business as they do. 

Is important to be familiar with their designing process, do they follow a traditional style waterfall? Do they test regularly? This will determine the maturity of the client, and with this it comes the times of frictions and goals they are facing.

 

Ask about their analytics, Is there anything out of the usual? 

Is important to identify the main metrics when it comes to user behavior. I always ask for the bounce rate, the reason for this is simple, you want to know when the users are exiting your site. 

When do I will look for anything around 55-65% that shows significant room for improvement. If the bounce rate is above 90% or below 20%, that often indicates a tracking or code installation error.

 

The importance of planning

Building a measurement plan is part of the process of CRO, once the business has been identified in their maturity model is time to start to create the structure.

To do so we need to fill in the information in the following; 

• Objective: the overall objective they are trying to achieve

• Goals: How would you achieve your objective by specific strategies

• KPIs: key performance indicators, a metric to understand how you are doing against your objectives.

• Targets: Defining what numeric values will make a success or a failure.

• Segment: A group of people and their behavior on the client site/app.

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Now is the time to start collecting qualitative data.

User testing can help to identify this (see projects on user testing new & old projects).

Once we have identified frictions on the site from the qualitative data is time to go for a deep analysis on the site. Cover market best practices, and get creative with A/B testing (visit A/B testing for tips and best practices).

 

A design sprint can be used to optimize conversions, by bringing underlying issues to the surface, getting different perspectives from the team, and creating solutions. From my experience, in order to have a successful design sprint is necessary to have:

• The right people in the team.

• Well-defined goal.

• Run smoothly.

• Clear follow-up.

 

To keep up with an optimized and updated site/app is important to understand how the process is continuous. My ultimate goal with the client is to familiarize them with the redesign cycle, walk them through the research-analysis design. 

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