Great event! This is the first time I saw CRO (Conversion Rate Optimization) in the title of an event. I was more familiar with LPO (Landing Page Optimization), but CRO as an all-encompassing term makes perfect sense.
Ha! Based on general marketing concern, Conversion Optimization became first priority and even overcome Social Media in importance – the latest marketers’ obsession.
Chris Goward presented a wonderful overview of the topic; a few notes from the event:
- “Best practices are dead… ” the only best practice is testing.
- Interesting example of testing results: the popular “carousel” of changing images on the home page is less effective than a focused static image. Hooray – now all of us have a little more ammunition to combat this particular phenomenon. And one more source suggesting not to use carousels from Unbounce.
- The process of testing is highly important – the recommendation “just start testing” is not wise.
- Create testing plan
- Continuous iterative testing
- Approach to the large sites:
- Rank page potential (what can be improved)
- Rank importance of the page for the business
- Rank ease (political and technical possibilities… home page might have the best potential, but be politically impossible to optimized)
- Prioritize pages based on the rank and start testing
- “Look at your page… cut the copy in half, then cut the copy in half again” (though we know – some pages convert better with longer copy – testing is important… but cutting copy is a good heuristic 😉 )
- Shorter forms – embed. Longer forms – put on the other page. This is new to me…
- Excellent point: put all test results into a “playbook” and make it available for the business.
- Google Optimizer was an excellent tool; the current option within GA is not as good – it diverts traffic to the version that seem to be winning on a preliminary results. Better use other tools.
- Recommended tool – Optimizely – an affordable took with large number of happy ustomers and a free trial (yes, I would love to try it… most likely will 😉 )
Unfortunately, I did not come to the event early enough to get the free book You Should Test That!, but I will get (and read it!) eventually. I am looking forward to it 😉
The topic is very interesting and finally getting more attention – as it deserves. However, it is surprising to watch how much energy we spend to put more traffic into the funnel rather than fixing the “leaky basket” – hopefully, the industry clarifying its priorities.