Conversion rate optimization (CRO) means measuring and improving your product a little bit every day. It’s a commitment to leave the status quo behind and seek new and better ways to get, keep, and grow your customer metrics.
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CEO: “Make money faster
than we can spend it!”
Head Designer: “We need to
stay on brand!”
Head Developer: … ...
CTO: “🔥 AAAAGGGGGGHHH!!”
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Goal: Protect the brand
This one owns things!
Good! 🏆 Recruit their
passion to make change.
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CEO: “Make money faster
than we can spend it!”
Head Designer: “We need to
stay on brand!”
Head Developer: … ...
CTO: “🔥 AAAAGGGGGGHHH!!”
Goal: Profitability
Make a plan to target one
measurable thing, change
it toward profitability.
Goal: Predictability
Observe from where
projects originate, make a
plan together for
predictable execution.
Goal: Tech Sustainability
Make a plan together for
building and doing CRO
tests sustainably.
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⊸ Create measurable goals together
⊸ Build measurable solutions
⊸ Measure KPIs of what you’ve built
⊸ Learn and refine with the team
KPIs EVERYWHERE!
Repeat the process: Build. Measure. Learn.
Mindfulness for the
Organization
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Funnels
⊸ Any series of decisions
that lead to an outcome.
⊸ Each decision will have its
own conversion rate.
⊸ Apply this thought pattern
everywhere.
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Destroy the ring?
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{some_marketing_channel}
SaaS Example Optimization
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Blog Article Reader
Free Trial User
Paying Customer
Daily Average user
Add links in forum answers
Add link in first paragraph to
“Create Account”
Greatest number of users;
perfect for A/B testing
Eliminate barriers to next steps and
daily average use
Most valuable group;
survey, take out to coffee
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⊸ A/B Test
⊸ Reduce step complexity
⊸ Reduce steps
⊸ Just ask, “what do you wish for
most?”
A 5% bump at any step is a bump to
the entire funnel.
Analyze and improve by:
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⊸ Identifying KPIs & statistical
significance as a core leadership
competency
⊸ Building Measurable features as a core
development competency
⊸ Willingness to be wrong as a core
organizational competency
The Tools
23
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Sample size calculator
https://www.optimizely.com/sample-size-calculator/
Core Leadership Competency:
Statistical Significance
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“...the counties in which
the incidence of kidney
cancer is highest… mostly
rural, sparsely populated,
and located in traditionally
Republican states in the
Midwest, the South, and
the West.”
“...the counties in which
the incidence of kidney
cancer is lowest… mostly
rural, sparsely populated,
and located in traditionally
Republican states in the
Midwest, the South, and
the West”
Source: Thinking Fast & Slow, Kahneman
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⊸ Math
⊸ Significant Number of Users
⊸ Split User Environments
⊸ Easy-to-read Analytics
When all ingredients are present,
you’re ready to begin.
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Core Org Competency:
Willingness to be wrong