What is CRO?

so what is cro Daniel
so cro stands for conversion rate
optimization and it's all about getting
more out of what we've what we've
already got in terms of traffic just
trying to convert more people because
there's this obsession with getting more
and more traffic yeah as marketers you
spend our whole lives in search
optimization and social media and email
and all these things to try to get more
traffic and more traffic we've doubled
the budget we're spending more money
we're doing a ton of stuff yeah and it's
like it's all about activity and
actually he's like why don't we just
convert more of the people we've already
got into customers and you know the
average website if had a conversion rate
of one percent it would be really
successful like really successful
um and actually that means 99 of people
aren't converting yet we don't really
tend to look at that so conversion rate
optimization is all about how do we
improve that conversion rate get more
people to end up doing the thing that I
want them to do so how do we put that in
practice then so there's a load of
techniques so
um user testing so getting people to go
through and observe them using things
that's really important and we've done
another we've done other videos on there
um a b testing so use in your analytics
to go through and try different versions
of pages to see which one's successful
because quite often this can be quite
subjective I think the button should be
great I think it should be blue let's
just test it let's work out and these a
b testing platforms will try out
different versions that do all the
statistical analysis for you and they'll
tell you actually this is the one that's
better at driving driving conversion uh
multivariate testing which takes it a
stage further so you can have three
versions of the heading three versions
of the copy three versions of the image
mix them all up keep on sending out
different versions now for multivariate
testing you need more traffic and you
need more conversions to get statistical
significance so a b testing is is
normally a kind of good starting point
for this so there's a whole range of
different techniques you can use you can
do analytics analysis just look at your
analytics try and work out what it's
telling you
and then try and improve things off the
back of that but all of these are
iterative
um approaches and this I mean you kind
of taught me I think yeah iterations it
is and I'm trying to avoid doing very
similar things because what you get is
very similar results like that I've
heard the phrase Meek tweaking and you
don't want to be doing Meek tweaking
where well let's change that button
color like if you're going to do a
change I love you far better off to do a
really big change like go out there with
something really wide at the moment
change something quite radical like try
and make something that much more
intuitive not just change a word here or
change your background color there it
doesn't really like in my experience
changing photos and changing the
positions of photos and changing the
position of the call to action buttons
things like that can have quite a bigger
change but kind of go go big like test
stuff out and ideally what you're
testing out it comes from some data
you've seen that gives you a hunch that
maybe the answer is this that's a good
point I also think you see these case
studies we change the button from Green
written proof conversions by 427 it's
like it never happens like that I've
never ever actually seen that in
practice I'm sure if you have a million
visitors and you get a million
conversions you know you could start it
but yeah it's about get the data get
some insight and then go through change
something look at results uh and iterate
and things like the pdca Cycles the plan
do check act it's just as a mindset for
thinking about these things so do you
have any good resources on cro yeah so
if you go Target internet.com go to the
resources section under usability
there's a there's a ton of stuff in
there as well my favorite book on the
subject is making websites wins so good
so if you go to the conversion rate
experts website you can download these
free ebooks they've got and it's a
step-by-step guide for doing it and if
you sign up for their email they
actually post you a copy in the post for
free so are they worse yeah they do they
do seem to do it still so there's other
case studies you can download as well so
it's well worth taking okay and it gives
you a step-by-step process another book
I'd recommender the Steve Krug books so
don't make me think
um there's a whole series of them but
anything by Steve Krug is awesome really
well on this yeah so so take a
structured approach to it go through
test the link out look at the data to
get some insights and then iterate and
conversion rate optimization can have a
huge impact