Understand how “thick” data can be layered onto quantitative data to produce customer insights.
- How deeply do you really understand your customers?…Great experiments are designed based on insights that come…from truly understanding customers' needs, motivations,…and emotions, and how they relate to your business.…To uncover powerful insights…often requires a lot of exploration.…There are five areas you can explore…to find optimization opportunities.…First are your experience goals,…which helps you to understand the purpose of the page.…What are the goals your customers are trying to achieve here…and what are the goals the business is trying to encourage…visitors to complete?…Gathering insights from your stakeholders…can help you understand…what the goal of this particular web experience might be…from the business's perspective.…
This information must also be understood…as just one viewpoint.…It's a view from the inside…and may not reflect how your customers actually act.…To understand how your customers are behaving…and interacting with your experiences,…you'll want to dig into the second area, digital analytics.…
Author
Released
10/18/2018- Recognize that focusing too much on conversion rate optimization can hurt sales.
- Distinguish the area of CRO that focuses on the transaction portion of a business.
- Identify which business goals CRO testing is most effective for.
- Predict which type of pages you can test quickly that will have the largest impact to your business.
- Explain the difference between PODs, POPs, and POIs.
- Describe the two overarching goals of CRO experiments.
Skill Level Intermediate
Duration
Views
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Introduction
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1. Understanding Conversion Rate Optimization
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Debunking CRO myths3m 31s
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Using framework thinking2m 11s
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2. Setting CRO Goals
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Identifying goals2m 50s
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Ranking your goals4m 16s
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3. Understanding Your Target Audience
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Identifying cognitive biases2m 48s
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4. Prioritizing Testing Opportunities
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Prioritizing high-ease pages2m 22s
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5. Creating Test Hypotheses
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Using the LIFT model2m 41s
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LIFT analysis case study3m 36s
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6. Setting Up Your Test
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7. Analyzing Your Test Results
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8. Be an Optimization Champion
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Video: Exploring for optimization opportunities