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How to Leverage eCommerce Conversion Optimization Through Different Channels to Maximize Growth

Note: This is a guest article written by Sujan Patel, co-founder of Web Profits. Any and all opinions expressed in the post are Sujan’s.


“If you build it, they will come” only works in the movies. In the real world, if you’re serious about e-commerce success, it’s up to you to grab the CRO bull by the horns and make the changes needed to maximize your growth.

Yet, despite the potential of conversion rate optimization to have a major impact on your store’s bottom line, only 59% of respondents to an Econsultancy survey see it as crucial to their overall digital marketing strategy. And given that what’s out of sight is out of mind, you can bet that many of the remaining 41% of businesses aren’t prioritizing this strategy with the importance it deserves.

Implementing an e-commerce CRO program may seem complex, and it’s easy to get overwhelmed by the number of possible things to test. To simplify your path to proper CRO, we’ve compiled a list of ways to optimize your site by channel.

This list is by no means exclusive; every marketing channel supports as many opportunities for experimentation as you can dream up. Some of these, however, are the easiest to put into practice, especially for new e-commerce merchants. Begin with the tactics described here; and when you’re ready to take your campaigns to the next level, check out the following resources:

On-Page Optimization

Your website’s individual pages represent one of the easiest opportunities for implementing a conversion optimization campaign, thanks to the breadth of technology tools and the number of established testing protocols that exist currently.

These pages can also be one of the fastest, thanks to the direct impact your changes can have on whether or not website visitors choose to buy.

Home Page

A number of opportunities exist for making result-driven changes to your site’s home page. For example, you can test:

  • Minimizing complexity: According to ConversionXL, “simple” websites are scientifically better.
  • Increasing prominence and appeal of CTAs: If visitors don’t like what you’re offering as part of your call-to-action (or worse, if they can’t find your CTA at all), test new options to improve their appeal.
  • Testing featured offers: Even template e-commerce shops generally offer a spot for featuring specific products on your store’s home page. Test which products you place there, the price at which you offer them, and how you draw attention to them.
  • Testing store policies – Free shipping is known to reduce cart abandonment. Implement consumer-friendly policies and test the way you feature them on your site.
  • Trying the “five-second test” – Can visitors recall what your store is about in 5 seconds or less? Attention spans are short, and you might not have longer than that to convince a person to stick around. Tools like UsabilityHub can get you solid data.

Home Page Optimization Case Study

Antiaging skincare company NuFACE made the simple change of adding a “Free Shipping” banner to its site header.

Original

eCommerce conversion Optimization - Nuface Control

Test Variation

eCommerce conversion Optimization - Nuface Variation

The results of making this change alone were a 90% increase in orders (with a 96% confidence level) and a 7.32% lift in the average order value.

Product Pages

If you’re confident about your home page’s optimization, move on to getting the most out of your individual product pages by testing your:

  • Images and videos
  • Copy
  • Pricing
  • Inclusion of social proof, reviews, and so on

Product Page Optimization Case Study

Underwater Audio challenged itself to simplify the copy on its product comparison page, testing the new page against its original look.

Original

Underwater Audio Control

Test Variation

Underwater Control Variation - eCommerce conversion rate optimization

This cleaner approach increased website sales for Underwater Audio by 40.81%.

Checkout Flow

Finally, make sure customers aren’t getting hung up in your checkout flow by testing the following characteristics:

Checkout Flow Optimization Case Study

A Scandinavian gift retailer, nameOn, reduced the number of CTAs on their checkout page from 9 to 2.

Original

nameon-1

Test Variation

nameon-2

Making this change led to an estimated $100,000 in increased sales per year.

Lead Nurturing

Proper CRO doesn’t just happen on your site. It should be carried through to every channel you use, including email marketing. Give the following strategies a try to boost your odds of driving conversions, even when past visitors are no longer on your site.

Email Marketing

Use an established email marketing program to take the steps below:

Case Study

There are dozens of opportunities to leverage email to reach out to customers. According to Karolina Petraškienė of Soundest, sending a welcome email results in:

4x higher open rates and 5x higher click rates compared to other promotional emails. Keeping in mind that in e-commerce, average revenue per promotional email is $0.02, welcome emails on average result in 9x higher revenue — $0.18. And if it’s optimized effectively, revenue can be as high as $3.36 per email.”

Live Chat

LemonStand shares that “live chat has the highest satisfaction levels of any customer service channel, with 73%, compared with 61% for email and 44% for phone.” Add live chat to your store and test the following activities:

Case Study

LiveChat Inc.’s report on chat greeting efficiency shares the example of The Simply Group, which uses customized greetings to assist customers having problems at checkout. Implementing live chat has enabled them to convert every seventh greeting to a chat, potentially saving sales that would otherwise be lost.

Content Marketing

Content marketing may be one of the most challenging channels to optimize for conversions, given the long latency periods between reading content pieces and converting. The following strategies can help:

  • Tie content pieces to business goals.
  • Incorporate content upgrades.
  • Use clear CTAs within content.
  • Test content copy, messaging, use of social proof, and so on.
  • Test different distribution channels and content formats.

Case Study

ThinkGeek uses YouTube videos as a fun way to feature their products and funnel interested prospects back to their site. Their videos have been so successful that they’ve accumulated 180K+ subscribers who tune in regularly for their content.

thinkgeek

Post-Acquisition Marketing

According to Invesp, “It costs five times as much to attract a new customer, than to keep an existing one.” Continuing to market to past customers, either in the hopes of selling new items or encouraging referrals, is a great way to boost your overall performance.

Advocacy

Don’t let your CRO efforts stop after a sale has been made. Some of your past clients can be your best sources of new customers, if you take the time to engage them properly.

  • Create an advocacy program: Natural referrals happen, but having a dedicated program turbocharges the process.
  • Test advocacy activation programs: Install a dedicated advocacy management platform like RewardStream or ReferralSaaSquatch and test different methods for promoting your new offering to customers with high net promoter scores.
  • Test different advocate incentives: Try two-way incentives, coupon codes, discounted products, and more.
  • Invest in proper program launch, goal-setting, and ongoing evaluation/management: Customer advocacy programs are never truly “done.”

Case Study

Airbnb tested its advocacy program invitation copy and got better results with the more unselfish version.

airbnb

Reactivation

As mentioned above in the funnel-stage email recommendation, reactivation messages can be powerful drivers of CRO success.

Pay particular attention to these 2 activities:

  • Setting thresholds for identifying inactive subscribers
  • Building an automated reactivation workflow that’s as personalized as possible

Case Study

RailEasy increased opens by 31% and bookings by 38% with a reactivation email featuring a personalized subject line.

raileasy

Internal Efforts

Lastly, make CRO an ongoing practice by prioritizing it internally, rather than relegating it to “something the marketing department does.”

Ask CRO experts, and they’ll tell you that beyond the kinds of tactics and strategies described above, having a culture of experimentation and testing is the most important step you can take to see results from any CRO effort.

Here’s how to do it:

Have an idea for another way CRO can be used within e-commerce organizations? Leave your suggestions in the comments below.

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How to Leverage eCommerce Conversion Optimization Through Different Channels to Maximize Growth

Styled-Components: Enforcing Best Practices In Component-Based Systems

Building user interfaces on the web is hard, because the web and, thus, CSS were inherently made for documents. Some smart developers invented methodologies and conventions such as BEM, ITCSS, SMACSS and many more, which make building user interfaces easier and more maintainable by working with components.

Styled-Components: Enforcing Best Practices In Component-Based Systems

After this shift in mindset towards building component-based user interfaces, we are now in what we like to call the “component age.” The rise of JavaScript frameworks such as React, Ember and recently Angular 2, the effort of the W3C to standardize a web-native component system, pattern libraries and style guides being considered the “right way” to build web applications, and many other things have illuminated this revolution.

The post Styled-Components: Enforcing Best Practices In Component-Based Systems appeared first on Smashing Magazine.

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Styled-Components: Enforcing Best Practices In Component-Based Systems

An Introduction To Building And Sending HTML Email For Web Developers

HTML email: Two words that, when combined, brings tears to a developer’s eyes. If you’re a web developer, it’s inevitable that coding an email will be a task that gets dropped in your lap at some time in your career, whether you like it or not. Coding HTML email is old school. Think back to 1999, when we called ourselves “webmasters” and used Frontpage, WYSIWYG editors and tables to mark up our websites.

An Introduction To Building And Sending HTML Email For Web Developers

Not much has changed in email design. In fact, it has gotten worse. With the introduction of mobile devices and more and more email clients, we have even more caveats to deal with when building HTML email.

The post An Introduction To Building And Sending HTML Email For Web Developers appeared first on Smashing Magazine.

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An Introduction To Building And Sending HTML Email For Web Developers

Bringing Your App’s Data To Every User’s Wrist With Android Wear

The most popular mobile operating system is known to be Android. One of the main reasons for its popularity is its ability to run on a huge number of devices, not only on phones and tablets. We find Android on TVs, watches, cars, even fridges and mirrors.

Bringing Your App’s Data To Every User’s Wrist

Android Wear is the version of the operating system specifically designed to extend the Android platform to wearables, with particular attention to smartwatches. These devices allow the user to consume information in a completely different way than traditional handheld devices: Data is presented at the right time depending on the user’s context, and interaction is less invasive and time-consuming than in a phone app.

The post Bringing Your App’s Data To Every User’s Wrist With Android Wear appeared first on Smashing Magazine.

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Bringing Your App’s Data To Every User’s Wrist With Android Wear

Conversational Design Essentials: Tips For Building A Chatbot

Human interactions are incredibly fascinating if you take a close look at them — the social awkwardness, the communication styles, the way knowledge is transferred, the way stories are told and trust is built. But what happens when a machine evokes the same response?

Conversational Design Essentials: Tips For Building A Chatbot

Conversational interfaces have become the new hotness in UX design. Google is about to release a new virtual assistant chatbot; Facebook has already launched the updated Messenger platform with chatbots; and Microsoft went as far as to claim that the operating system of the future isn’t Windows, but “conversation as a platform.”

The post Conversational Design Essentials: Tips For Building A Chatbot appeared first on Smashing Magazine.

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Conversational Design Essentials: Tips For Building A Chatbot

15 Ways Marketers Use Overlays to Get More Conversions

Let me paint an ugly picture for you.

The end of the month is approaching. In one week, you have to report to your boss about marketing metrics… and you’re not even halfway to your targets.

Maybe you call an emergency brainstorm meeting with your team:

giphy
Are there any last-minute email or social campaigns we can run? Image source.

Maybe you pump more money into your PPC campaigns. Or maybe you do nothing at all and start a mental list of excuses reasons you couldn’t meet your targets.

At the end of the day, you didn’t meet your goals because you’re lacking something — resources, know-how, money or bandwidth.

You need more conversions without the overhead of running a major campaign or redesigning your entire website, regardless of how you define a “conversion”:

  1. Driving immediate sales
  2. Building email subscriber lists
  3. Reducing shopping cart abandonment
  4. Generating sales leads
  5. Moving traffic to high-converting pages (to get more conversions)

Let’s see how marketers are using overlays — modal lightboxes that launch within a web page and focus attention on a single offer — to get more conversions without more overhead.

Part I: Drive immediate sales

Research indicates that an average of 68.8% of shoppers will abandon their carts — that’s well over the majority. What then can you do to secure a sale before users ever leave your site to begin with?

You offer something irresistible at the moment prospects are ready to give up.

Note that the key word here is irresistible. You’re asking for a lot (for prospects to whip out their wallets), so you need to over-deliver in value. Your offer must be generous.

Here are five high-value approaches to securing a last-second purchase from abandoning users.

1. Offer a coupon or immediate discount

A coupon or discount is the most popular way to secure last-second purchases with overlays.

Below is an example from Neil Patel of Quick Sprout, who uses an overlay to offer a massive discount on his consulting services.

overlay-ideas-quicksprout-discount

Test different discounts values, but be careful not to downplay the value of your offering with a super-steep discount, which could hurt your credibility.

Target this offer at: First-time visitors, paid traffic

Place this offer on: Pricing or sign-up pages, product pages, landing pages

2. Offer a shipping discount

Shipping is a pain point for many online shoppers. No matter how well the costs are disclosed throughout the shopping process, many will leave once they see the final price with shipping included.

For that reason, a discount on shipping can often make the difference between a new customer and a lost sale.

overlay-ideas-canvas-prints-free-shipping

In the example above, Easy Canvas Prints uses an overlay to not only offer a last-second discount on shipping, but also capture an email address in the process. More on that later!

Target this offer at: First-time or repeat visitors, paid traffic

Place this offer on: Product pages, pricing or sign-up pages, shopping cart pages

3. Offer a free gift

Free giveaways have been a standard marketing tactic for decades.

They work well on the web because a free giveaway often comes at no cost to the vendor (you), especially if you offer subscription tools or services.

overlay-ideas-crazyegg-heatmap-offer

In the above example, Crazy Egg attempts to capture abandoning users by offering a free heatmap — one of its most popular tools.

Other ideas for free giveaways include ebooks, whitepapers, estimates/quotes or consultations.

Target this offer at: First-time or repeat visitors, paid traffic, organic traffic

Place this offer on: Pricing or sign-up pages, product pages, landing pages

Never launch an overlay without this 24-point checklist

Do you have all your bases covered? Double-check your overlay design, copy and triggering with our 24-point checklist.


By entering your email you'll receive weekly Unbounce Blog updates and other resources to help you become a marketing genius.

4. Offer a time-based discount

Here’s where things get a bit risky. Time-based overlays can be effective because they add an element of urgency, but only if they are sincere.

overlay-ideas-time-based-discount-babyage

In the above example, BabyAge uses a countdown clock to promote a coupon, which (ideally) invokes a feeling of urgency in its users, pushing them toward the conversion.

This may be effective for some audiences, but I encourage you to test. And whatever you do, make sure your users only ever see it once. If you serve this offer on too many pages or put it in front of too broad a user segment, you risk losing credibility.

Target this offer at: First-time visitors only

Place this offer on: Pricing or sign-up pages, landing pages

5. Offer customer support

Some prospects might appreciate being able to talk to a human before they make up their minds about converting.

In the example below, Timesulin uses an overlay as a standin for a virtual salesperson, tapping you on the shoulder and asking if you have any questions:

overlay-ideas-timesulin-customer-support

Especially for more complicated or high-commitment offers, an overlay like this can help squash doubts and counter objections that your visitors have.

Target this offer at: First-time visitors, repeat visitors, paid traffic

Place this offer on: Pricing or sign-up pages, product pages, landing pages

Part II: Building email subscriber lists

If you need convincing that email marketing is an effective marketing channel, consider this eye-popping stat from the Direct Marketing Association:

Email marketing has an ROI of 3800%.

What have you done lately to ensure that your email list is continuously growing? And not a bunch of unqualified subs  — I’m talking about warm email leads that are familiar with your products and have recently interacted with your brand.

Overlays work well for building a subscriber base because it’s easy to offer value that outweighs the small ask of an email address.

Here are the four best approaches for building email subscriber lists with overlays:

6. Offer a discount in exchange for an email address

Offering deals in exchange for an email address has two benefits:

  1. It greatly increases your chances of securing an immediate sale
  2. You can establish a customer relationship through email

Have a look at this example by PetCare:

overlay-examples-petcare-discount

PetCare offers a substantial discount in exchange for an email address. It’s a win for your prospect, because they’ll save on their next order. And it’s a win-win for you, should you make a sale and snag and email.

Target this offer at: First time or repeat visitors, social media traffic, paid traffic

Place this offer on: Homepage, product pages, blog pages, company pages (ex: ‘About,’ ‘Contact’)

7. Collect newsletter subscribers

Though not as lucrative as they once were, newsletters can still drive revenue. The Chive uses an overlay to grab signups in the example below:

overlay-ideas-chive-newsletter

This type of overlay is especially effective when you’re reaching out to a user base that has already interacted with your content and likes what you have to say. It should be targeted only at repeat visitors and lower-converting segments like social media traffic.

Target this offer at: Repeat visitors, social media traffic

Place this offer on: Homepage, product pages, blog pages, company pages (e.g., ‘About,’ ‘Contact’)

8. Offer an ebook, case study or course

Ebook, case study or course offers generally convert at a higher rate than newsletters, because it’s easier to communicate the value to the reader.

Done right, this type of overlay will clearly communicate the benefit of reading, as in this stellar example from ContentVerve:

overlay-ideas-offer-ebook-content-verve

Offering a course has the advantage of securing multiple user interactions, as you can serve this offer piece-by-piece to keep users engaged.

Target this offer at: Repeat visitors, social media traffic

Place this offer on: Homepage, product pages, blog pages, company pages (e.g., ‘About,’ ‘Contact’)

Part III: Reduce cart abandonment

68.81% of online shopping carts are abandoned, according to the Baymard Institute.

People abandon shopping carts for a variety of reasons, and understanding these various behaviors can help you better optimize your sales funnel. Check out the top six reasons for cart abandonment according to Savvy Panda:

why-web-abandonners-abandon-shopping-carts

Two of the top six reasons have nothing to do with the cart itself, but rather the mindset of the shopper, who is expressing only interest in the product, not commitment.

So how do we engage cart abandoners who are only loosely committed to our products?

To extend the engagement — and build a mutually beneficial relationship — you must either:

  1. Get an email address and remarket through triggered emails
  2. Offer a discount or incentive that convinces the shopper to buy before abandoning the cart

With this in mind, here are four approaches to reduce shopping cart abandonment using overlays.

9. Collect an email (to follow up later)

Post-abandonment emails are a great way to continue telling the story you began telling cart abandoners. You can use them to build upon momentum established on your cart page, and nurture a customer relationship.

PetFlow uses this tactic well in the above example, though the “deal” is actually entry into a contest. But hey, it’s a win anytime you can have a kitten and a puppy sitting in your email form field:

overlay-ideas-petflow-reduce-cart-abandonment

Sending a cart-triggered email puts you a step ahead of most competition, as roughly 80% of retailers fail to send triggered emails after cart abandonment. Why not test following up with a free shipping discount?

Target this offer at: Cart abandoners from both paid and organic traffic sources

Place this offer on: Cart pages, checkout pages

10. Notify visitors that they’ve left something in their cart

This is a simple tactic for notifying cart abandoners they’ve left items behind at the checkout.

overlay-ideas-cart-notification-babyage

In this example, BabyAge links its overlay directly to the next step in the checkout process. This may not generate earth-shattering results, but it’s definitely something to test.

Target this offer at: Cart abandoners from both paid and organic traffic sources

Place this offer on: Cart pages, checkout pages

11. Offer telephone support

Many shoppers routinely struggle to complete online checkout processes without assistance.

For companies with complicated products or checkouts, using an overlay to offer help at checkout can significantly reduce cart abandonment.

overlay-ideas-telephone-support-massage-magazine

Massage Magazine’s example above shows how an overlay can used to help clarify the terms of complicated products or subscriptions. It also has the added benefit of grabbing a valuable email address.

Target this offer at: Cart abandoners from both paid and organic traffic sources

Place this offer on: Cart pages, checkout pages

Part IV: Generate sales leads

Generating sales leads with an overlay is closely related to our previous section on building email lists — but with a few subtle differences.

Sales leads don’t necessarily require collecting contact information in exchange for a free resource; reaching out to a visitor on your site can also produce a lead, and is often incentive enough.

Further, you can generate a sales lead by merely offering help — free advice, free quotes — on your product.

Finally, whereas marketing to email list prospects often requires multiple engagements, sales leads usually just a one-time engagement.

12. Offer a free quote or advice

Free quotes have long been used as a lead generation tactic in brick-and-mortar organizations. On the web, free quotes are a great way to offer value without actually giving anything away.

overlay-ideas-free-quote

The example above from YourMechanic uses a free quote offer to drive home the ease and convenience of using mobile mechanics.

I would generally advise against using this type of offer on paid traffic, as “paid” implies these users should already be strong leads. An offer that drives an immediate sale is better suited to this type of user.

Target this offer at: First-time or repeat visitors, organic traffic, social media traffic

Place this offer on: Homepage or any high-traffic/low-converting page, product pages, blog pages

13. Offer a resource that qualifies prospects

Offering a resource to prospects is a great way to demonstrate that you understand their pains — all while confirming that they’re a good fit for your solution.

Gr8fires created an overlay with an “installation calculator” that detailed the costs associated with installing a Gr8fires product:

overlay-ideas-estimate-calculator-gr8-fires

The results of Gr8fires’ overlay campaign were incredible: 300% increase in monthly sales leads and a 48.54% lift in sales.

As with any information resource offer, this works best if you have already established an audience. If you don’t already have a rapport with your visitors, this offer may go ignored.

Target this offer at: Repeat visitors, organic traffic, social media traffic

Place this offer on: Homepage or any high-traffic/low-converting page, product pages, blog pages

Part V: Traffic-shaping (driving traffic to high-converting pages)

As you look through your analytics, you may notice that there are certain pages on your site — like your blog homepage or ecommerce site — that don’t have particularly high conversion rates.

This is where traffic shaping overlays can come in handy.

Traffic shaping overlays allow you to direct users from a low-converting to a high-converting page, whether your conversion goal is lead generation or revenue generation.

For example, you could direct traffic from a well-performing blog post about watch reviews to a product page for the best-reviewed watch.

14. Cross-sell

Regular blog visitors likely already recognize your brand, but they could have blinders up when it comes to the calls to action you have embedded on your site.

A cross-sell overlay can help focus a user’s attention on a relevant offer.

For example, at Unbounce, our analytics showed that a roundup of the 16 Best Digital Marketing Conferences of 2016 was bringing in a lot of organic traffic.

Assuming that people who read about marketing conferences are also interested in attending marketing conferences, we served up this overlay (with a ticket discount to sweeten the pot) that directed people to our Call to Action conference microsite:

overlay-ideas-cross-sell-unbounce-cta-conf
Target this offer at: First-time and repeat visitors, social media traffic, organic traffic

Place this offer on: Homepage, blog pages, company pages (e.g.,: ‘About,’ ‘Contact’)

15. Re-engage with more content

Keeping visitors on your blog or resource library has a lot of advantages. The more they stick around, the more opportunities you have to:

  • Show visitors that you understand their pain and are uniquely qualified to help alleviate it
  • Educate visitors about your solution (ideally the solution to their problem)

A strategically placed exit or timed overlay on your blog can help keep visitors on site by recommending content similar to what they were reading previously:

overlay-ideas-content-re-engage

This type of overlay is most effective when targeted at first-time visitors.

These are the prospects that need a lil’ warming up before you ask them for their email address.

More conversions, less overhead

Next time the end of the month is rolling around and you haven’t met your targets, don’t scramble to run one-off campaigns to make up the difference.

Instead, pick one of these overlay campaigns and create a baseline of conversions every monththe type of campaign that keeps on giving without more overhead.

And when building your overlays, don’t forget the following:

The best marketing is mutually beneficial.

Conversions happen in that magical moment where your goals as a marketer align precisely with the goals of the user. You want the sale, they want the bargain. You want the email, they want the ebook.

If you focus on delivering relevant, timely offers that minimize intrusiveness and respect the user experience, your users will thank you — with their conversion.

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15 Ways Marketers Use Overlays to Get More Conversions

Key Pillars of a Successful CRO Program | Latest eBook by VWO

Conversion Rate Optimization (CRO) has gradually become a known concept across enterprises, in recent years. The popularity of CRO can be owed to its ability to have a direct and significant impact on the bottom line.

However, application of CRO in most organizations has been far from optimal, which inadvertently causes them to leave money on the table. This money can be reclaimed by having a structured approach to CRO. Further, suboptimal optimization programs lead organizations to draw wrong conclusions, or statistically unsupported decisions, from their A/B tests and damage what’s not broken. Add to it the time and resources that are spent on CRO, and the real cost of an ill-structured CRO program begins to pinch where it hurts—ROI.

An optimal or structured CRO program requires certain key elements that ensure its success. The elements include tools, skills, processes, goals, and culture.

VWO’s latest eBook “Key Pillars of a Successful Conversion Optimization Program” covers all these elements in detail. This eBook features insights from industry experts and provides actionable takeaways to help you set up a CRO program or improve an existing one.

Key CRO Pillars eBOok Landing Page CTA

The eBook contains the following chapters:

1) Culture of CRO

The culture of CRO can be established in an organization with a two-step process. It starts with getting complete buy-in for a CRO program from the top management. Next, the process involves acceptance of the CRO approach by teams across the organization.

The chapter offers the following takeaways:

  • How to get top management buy-in for a CRO program
  • How to ensure that CRO is accepted by multiple teams in an organization

2) Competent Tools

A big part of the success of an organization’s CRO program depends on the set of tools being used. The tools that are essential for a CRO program can be clubbed into the following:

  • Website Analytics
  • User Behavior Analysis
  • A/B and Multivariate Testing

The chapter lists these tools and explores how they can be used to their full potential.

3) Key Goals

The effectiveness of a CRO program is heavily dependent on the goals you set. Without proper goals, a CRO program can lack direction.

This chapter offers the following points of learning:

  • The importance of different goals in a CRO program—micro and macro conversions
  • The appropriate time to use micro or macro conversions as the goal of a CRO campaign

4) People with the Relevant Skill Set

A CRO program involves a wide range of tools and activities. It demands a team of professionals that can coordinate effectively and make the most out of available resources.

This chapter highlights the following:

  • The skills that are critical for proper functioning of a CRO program
  • Job descriptions of different members of a CRO team

5) Documented Process

Last but not the least, a successful CRO program requires a well-defined process. It helps enterprises in identifying the most critical issues in their conversion funnel and treating those issues on priority.

This chapter offers insights on the following:

  • Setting up a long-term calendar for a CRO program
  • Prioritizing A/B testing hypotheses based on key attributes
  • Building a knowledge repository of learning from the past CRO campaigns

Conclusion

For a CRO program to be successful, it needs to be structured and process-driven. There are different key elements that contribute toward it—people, tools, process, goals, and culture.

When all these elements need to be fully optimized, a CRO program can run at its full potential.

Key CRO Pillars eBOok Landing Page CTA

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Key Pillars of a Successful CRO Program | Latest eBook by VWO

Why Your Responsive Website Could Be Killing Your SEO

Everyone has been telling you to “go responsive” for the past few years, and you’ve finally made the switch. I know how painful it can be. We recently redesigned The Daily Egg, and we’re still not done fixing things (we started in January!). Mobile is a pain in the behind! I still do a little web development work for friends and family, and I know how much extra work goes into building sites these days. It’s basically a matter of building two sites now. Good news for people in the web development business! If you’re lucky, nothing happened to your…

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Why Your Responsive Website Could Be Killing Your SEO

How to Build Strong Customer Relationships to Boost Retention

Building strong relationships and connecting with customers encourages faster growth. Everyone knows this, right? Why, then, are so many people putting so much focus on acquisition and neglecting to keep current customers happy? According to a recent marketing survey by Belly, only 28% of businesses plan on allocating budget to customer retention this year. Furthermore, Bain & Company have found that increasing customer retention rates by just 5% can lead to a profit increase of 25% to 95%! The argument for focusing on your current customers is clear. The question is, how do you do it in a scalable and…

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How to Build Strong Customer Relationships to Boost Retention

Create a Data-Driven Content Strategy in 1 Day [INFOGRAPHIC]

If you’re a content writer, you might think that data analytics isn’t relevant to you (I know I did). But you’d be wrong. Data and content are actually a match made in heaven. If you collect the right data, you can find out what type of content resonates with your audience  — isn’t that a writer’s ultimate goal?

By developing a data-driven content strategy, you are ensuring the content you’re producing is relevant to your current readers as well as your prospects (who may not know who the heck you are). Plus, the chances are high your competitors already have a data-driven content strategy, so creating one for your business is just, well, good business.

Are you freaking out?

Well stop. Building a data-driven content strategy doesn’t have to take longer than a day. Yep, you read that right: one day. Oh, and if you use free tools like we suggest, it’s also easy on the budget (something your boss will no doubt appreciate).

Our friends at JBH Agency have designed a beautiful step-by-step infographic showing you exactly how to build your data-driven content strategy: all you need is 24 hours, a few free tools and one clever human.

Psst: If you’re more of a reader than a visual learner, check out the original article that inspired this infographic, written by Unbounce’s Brad Tiller.
Data-driven content strategy infographic

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Create a Data-Driven Content Strategy in 1 Day [INFOGRAPHIC]