In this webinar, our in-house expert, Nancy Thakur, VWO’s Sr. Optimization Consultant, walks you through the key elements that can help you run your CRO program the right way.

1. Do CRO
the right
way!

2. What are we
covering
today?
Important reason behind no success
from CRO for some businesses.
How to conduct research to generate
data driven high impacting hypothesis?
What’s the importance of prioritization
framework?
Things to consider before implementing
a test.
What to do with your test results?
2

3. Conversion rate optimization (CRO) is the
systematic process of increasing the
percentage of visitors who take a desired
action while interacting with your business—
that action could be filling out a form,
purchasing something, downloading a case
study etc.
What is Conversion rate
optimization?
3

4. Important reason
behind no success
from CRO for
some businesses.
1.
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5. No Structured Process and
Haphazard Testing
➔ No clear goal planning
➔ No research
➔ No hypothesis
➔ No clear testing roadmap
➔ Skipping steps leading to poor quality
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6. Data backed Iterative Testing:
Right way to do CRO
| 6
Goal and KPIs
Problems Identification
Solutioning
Derive learnings
Testing
Business impact
● Reduced risk and uncertainty
● Evidence-based decision
making
● Boosts revenue
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7. How to conduct
research to generate
data driven high
impacting
hypothesis?
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2.
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8. Goal Setting
Step 1: Write down your business goal
Step 2: Cascade business goals into conversion goals
Step 3: Assign metrics for each conversion goal
Step 4: Optimize to improve these metrics over time
Step by step breakdown of goal setting
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1. Identify
metrics that
will impact
growth

9. 9
Macro conversions and micro conversions
1. Identify
metrics that
will impact
growth
Macro conversions
Macro conversions (or macro goals) are the actions a user can take that represent
the primary objective of your website.
These are revenue or lead acquisition based.
Micro conversions
Micro conversions (or micro goals) are smaller engagements such as newsletter
sign up, ebook downloads, user watching a product demo, adding item to cart etc.
These goals are navigation, interaction and engagement based.

10. Benchmarking
If you want to drive substantial ROI on your CRO project achieving increased
conversion rates will be at the top of your mind. A key step towards driving high
conversion rates, of course, is defining what those things look like.
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2. Gauge how well
your company is
performing
against
competitors in
your industry

11. 3. Collect and
analyze
Data
1. Understanding Buyer Persona
2. Observing Data
3. Observing Behaviours
4. Observing Opinions
5. Competitor analysis
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Formulating hypothesis using observations

12. 1. Understanding buyer personas
After identifying the goals now we need to identify which type of persona will
allow us to accomplish those goals. Tools such as facebook, twitter, youtube
analytics reports, Google Analytics, past customer reviews and competitive
analysis tools (if you are a new company)
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13. 2. Observing Data using
website analytics tools
Google Analytics is the most common tool used when it
comes to collecting quantitative data. It’ll show your
best and worst performing web pages. This analysis will
tell you which part of the conversion funnel is broken
and where optimization is needed.
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14. 14
3. Observing behaviour through visitor
behaviour analysis and heuristic analysis
If quantitative data answers the questions “what” and “how much,”
qualitative data tells you why a blog post or web page isn’t
converting your visitors. We use Heatmaps, clickmaps, scrollmaps,
form trackers and surveys for this analysis.
Heuristic review: Empathising with users by putting ourselves in their shoes to understand their struggles and identify low hanging
opportunities.

15. 4. Observing Opinions
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Using on site surveys, polls and NPS try to understand the
friction points in the conversion funnel from real users
Classify the type of visitor whether she’s a site visitors or a
customers and ask questions accordingly, since
awareness levels of both types of users are very different.

16. 5. Competitor analysis
Taking inspiration from competitors in the same
industry. A competitor website or an industry leader
website may help us in generating ideas for test.
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17. 4. Create
hypothesis
A hypothesis is essentially an idea that you think may work based on the data
you’ve collected. The only way you’ll know is by testing it out. There is an
independent and dependent variable and an assumption.
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Format
If _______ then it will result in________because__________.

18. | 18
What’s the
importance of
prioritization
framework?
3.
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19. Prioritizing Importance of prioritization
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1. Eliminates biasness
2. Eliminates subjectivity in selecting a test.
3. Prevent aimless testing

20. Prioritizing
ICE Model
How to find
Impact- Location of test
Confidence - Evidence from the past
Effort- Resources and bandwidth from copywriters, designers, dev, QA; No of days
consumed in developing and concluding
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I C E
Impact Confidence Ease
+ +

21. | 21
Things to
consider before
implementing
a test.
4.
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22. Design of
Experiment
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Once we have zeroed in on the solution to be tested we move
forward towards design of experiment and testing.
Important decision to make before making test live is:
● Type of test- A/B, split or an MVT
● List of goals to track
● Primary, secondary and guardrail metrics
● Configuration - Target URL, audience, Integrations etc

23. | 23
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What to do
with your
test results?
5.

24. Deep dive into the results and ask Why?
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● Define conclusion
● Document Business learnings
● Document Operational learnings
● Share and evangelise the learnings
● What is the cost of deploying the changes?
(engineering hours, design hours)
● Analyze if the uplift in revenue is enough to cover
the cost of deploying the changes.
What to do when variations shows an uplift?
● Do segmentation to reveal further insights.
● Look into user recordings and
heatmaps,scrollmaps etc..
● Reconstruct the hypothesis to accommodate new
insights that were missed in the initial research
What to do when variation underperforms?
Things to do after stopping a test.

25. ?
Questions