CXL — CRO (Conversion Rate Optimization) Part 1 Review.
Hello readers, this is Suraj. I am the digital marketing manager of an Edu Tech company in India. I am here today to share my experience in the conversion rate optimization (CRO) course that started using CXL a week ago. This will be a 12-part review, so please stay tuned for the rest.
As marketers, we have all encountered the term conversion rate, which has always been the primary problem of how to improve product conversion rate. Therefore, in this course, we have the answer to improve the conversion process and how to build a scalable strategy for a scalable product sales strategy. This course first explains what CRO is and what CRO means in our daily lives. Brian Massey explained the similarities between scientists and marketers. He further explained how people must go through the conception process to realize their vision. One important tip he provides is to always write down your thoughts so that you can visit them later and do proper research on them. It mentions how to turn ideas into hypotheses and collect all hypotheses and rank them according to the impact and effort required to implement them. In addition, it explains what A/B testing is, and establishes 3 basic rules for A/B testing, as follows:
1) Always test one change at a time
2) Always wait patiently for the result, because it may have to take a few attempts and attempts to achieve the desired goal.
3) Always make sure to analyze data based on statistics and not bias.
Once the basic rules of A/B testing were established, we began to collect data for testing. The marketer must ensure that the decision on what changes must be made to the data. The data for this type of key decision comes from the following places: the target group or buyer role you have established, the focus group test with the relevant sample group, existing research and reports, the use of tools such as business maps. heat, attention maps, and screen logs. Finally, there is the CSAT or feedback form of the user running the test. Your clients are the ones who choose what is feasible and what is not, so always test your hypothesis with small sample size. Once all data and hypothesis collection stages are completed, we will obtain evidence and results, and then we will optimize marketing activities based on the results and data. This concludes the introduction to CRO in the first chapter of this course.
I am very happy with how the teacher presents us with every detail of the decision when creating a product or launching a new event. Each principle/factor comes with a real case study example, which gives me a clearer understanding of the topic as I gradually learn each segment.
In the next Peep Laja Best Practices for Marketers section, we will learn about all the best practices when creating products. This is a 360-degree panoramic view of everything you must keep in mind to create a successful and scalable product or event.
When it comes to product pages or landing pages, we start with the most important thing: the form. Peep first described Web forms as vendors because they are the only communicators and information collected between the company and its target users. In addition, it explains how the form asks all important questions to the target user. However, when we ask users to fill in their information, they will think of some questions, such as why do they want to know? These problems are called friction and it is also called the unwillingness of the customer to provide their detailed information. Then Peep explained how we can increase conversion rates while reducing friction between forms and users. I like to describe each point well with appropriate examples. Some ideas are very basic but covered in-depth, so even though I know these strategies, they help me see things that I have overlooked before. I will mention some points that I find interesting and give a detailed explanation.
The following are methods Peep explained to reduce friction on landing pages or increase conversion rates.
1) Keep it clear: Your form should clearly state why you are asking for detailed information. You must set your expectations of users and what they will be rewarded if they comply with those expectations. An important tip added by Peep is not to add bank details or other confidential forms without first notifying the user why they are needed, as this will significantly reduce conversions. Peep explained all his points well with good examples, adding a few points.
2) Keep the form short — This is a simple and commonly used strategy in the digital marketing community. However, as mentioned above, the course covers all the points in depth and recommends solutions. A recommended form for long forms is multi-step forms or simple multi-part page forms. Peep also said that sometimes longer forms can help us cut down on unqualified leads, increasing conversion rates. The example does not need to remove the email IDs and other form fields and other little tricks are the best part of this investigation. Lots of real-life examples make it easy to connect and learn faster. The course will then introduce how and where to start by asking for details. I was amazed at the details covered in this course, and it took me around 1.5 hours to fill out all the details because it also covers universal accessibility and how it helps us retain more users with a lower drop rate. It would be great if a course covered all points of care and advice with examples and case studies.
Summarizing the first part of the review, I found this course useful for experienced marketers because it can help experienced marketers return to the basics because we often ignore the basics when making decisions based on experience. It looks great at the beginning, I can’t wait to learn more and share my knowledge and review with you. Hope you find this fun, take care of yourself and stay safe.
Peace!