Learn how to rank your website goals in terms of relative value for the business and estimate actual conversion goal values.
- Often when I begin working with a new client,…I quickly discover that they don't really know…their website goals,…at least not the type of goals…that will make an impact in their business.…For example, I've often been asked…to help a business reduce its website bounce rate.…But why would you wanna reduce your bounce rate?…Is it hurting your business?…Is that really the right metric to optimize for?…I can reduce your bounce rate immediately…by simply turning off…some of your lower quality traffic sources.…Your bounce rate will go down.…But why would you wanna do that?…If those traffic sources are profitable,…who cares if most of them bounce?…I'll show you another example…in a company that provides RVs for sale and rent.…
When they came looking for help,…they had just had their website redesigned…by a well-known digital agency.…Now here's the homepage for the freshly redesigned website.…You may have opinions about the look and feel…positive or otherwise,…but that's not what's important.…For our purposes,…what matters is the result for their business.…
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: Identifying goals