11 – CRO Plans

Written by Alex Harris

conversion rate optimization mastermind podcast

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Alright, this is Bill with the conversion rate optimization mastermind podcast. We are just talking here with Alex Harris, of alexdesigns.com. We are talking about KPI’s. I know some really important KPI’s that we track especially like we the landing page test. We would be are one to two conversion rate are landing page. So the next page, we’re always want to see that and hopes it carries through. So the ultimate conversion and then have them monetizing their revenue per visitor. I just wondering Alex, the CRO plans that you put together for people. What are your key KPI’s? I know your more focus on some other areas.

Alex

Yeah, you know definitely business vertical are going to get different goals. For sure, lead generations being really could qualified if they insist. It’s the number thing there. And then the ecommerce should be the overall conversion upfront, revenue, average or size and returning vs new conversion. Also a lot lately has been mobile vs desktop conversion, that’s been really big. Obviously, the increase typical buy of ecommerce with mobile, overall conversion going to go up. But you mentioned some interesting one sir that I had —— you know the details of. So you said one two, that’s you know landing on the landing page then clicking and making to the next page. Explain the one two conversion.

Bill SollerBill

Sure. So I’m where in especially at my old place when we did landing page as. We would always want to see how is that landing page that saw the scheme of the overall conversion rate and how is it really converting in these little eco system? So it can be a landing page or by another page. We were doing regeneration some piece of information another page or another piece of information. So what were we able to measure there was the change that we made on the page so we can look at the control page and say it converting or just throwing out numbers eighteen percent or something. Meaning that, someone landing on that page eighteen percent of those people would click at the bottom to go on to whatever the next page was. The one two that’s what we called it. Like a sync in, you can just called it your landing page conversion rate, whatever you call it vs the challenger were we try different treatments and some kind of call to actions for headline whatever it was. Was it at twenty percent, you know, vs the eighteen so basically, where we implemented the change were we really see the significant delta against control to know that pretty much we want this test as what we are testing.   So what it a situation where we run the test and my control landing page conversion rate was eighteen and my challenger is eighteen but then maybe my page two-three conversion rate and my challenger was uh, what I really had done much there . I know you can probably say, okay, the treatment that mi implemented on landing page might have induce some kind of encouragement for the user along but sometimes it just a little bit distraction especially in the download for more. Just making sure because I seen some of those weird long way in the past. We look at the test, say oh, we test it on page two are two-three conversion rate wasn’t that great. We look at our landing page, and that pick up. Something what actually pick up before the change in the test. So just kind of making sure it wasn’t some weird hitch in the data and we work on a roll up something that really the wind that we though it was.

Alex

Yes so to visualize it so that would be like a four step final process for lead generation. Maybe like the first page, it’s like a wizard that has a couple of drop down. You’re not collecting email yet. First page is like a little wizard. They pick a couple of drop down, to choose what they want. They click next, maybe the next page is like a little processing element, it’s fake processing going to the next page and then that second or third page is the actual form to get the qualified lead. So the first page, the second page, it be the conversion or the micro conversion would be the click and then the next step, would be actually get the lead which is actually the conversion. And maybe after that, you have an up cell process or actually a revenue focus goal. So at every point, you’re trying to figure out if it pushed people further down the tunnel and if it actually increases overall total conversion at the same time.

Bill

Yeah exactly. You’ll usually see the percentage go up because twenty percent of the people make it through there and then again 30/40/50 and then as you’re going down for more more more there’s kind of a little bit —- fatigue. There kind of like, okay I’m done with this. I’m done calling you out everything. But because of the way we had test from previous place there was such a long process. It was really necessary to know, right? It something —— and worth doing, no matter even if you had just small —–. Just to make sure that you’re not seeing something funkier because I’ve seen in the past. You know, I’ve best your going to roll out something that going to give you a pretty much flat result. Or maybe I’m kind of lose hope in your program there. At worst, maybe something you are banking on and you said all I’m going to have this much more revenue and you’ll really not. It’s just a good sign that I check, I guess.

Alex HarrisAlex

At every vocal point having the right things to measure and the right tracking in place during everything working properly. It gives you more flexibility and trying different things once you know exactly what’s working in your area. You should be almost anticipate what things are going to do once you have really doubt in after a little awhile because if you make the question any longer, maybe it encourages more phone calls. Maybe you actually want to do that in certain case. Let say, if you’re in a bigger brand, and your running in a infomercial online on TV and you actually want to influence more phone call vs actually online orders. You actually have to quit the callers like that but you make the form a little bit longer so encourage more friction that actually makes more phone calls.

Bill

Yeah, it could be. Actually the thing that nice about tracking all those little conversion points and behavior along the ways, what I would do, in my old places, I would at it week after week and just kind of seeing where it was trending and sees, oh you know what, all the suddenness in his part and the farm boy down and could talk to someone on the back and oh, is there something broken? Sometimes it would be or sometimes it would just be, you know. There are just falling off here and we would kind to do something to sure about. I guess in my mind, there was never. I was never really a funnel; it was more like someone’s garden hose that they just hang at. You know, I was just costly trying to patch up the leaks all the through. I think that kind of lot of, a lot of what you do when you have really long funnel like that. So it was just nice to be on top of that and just you can catch certain things because I mean, we are in a corpulent environment and they could roll out some changes that suppose to be an upgrade on some server somewhere. No one realize though, it just broke this. We have no idea, you know. So, it’s kind of nice to catch that.

Alex

Yeah. I’ve certainly seen that when I actually worked in corporate, we had a funnel that really, almost millions of session every single day. Hey, if something was just off a little bit, we can easily just tell what was going on because there was always testing going on. But really to be able to understand that predictive analytics and as soon things change, if they actually makes a different, that’s when the real magic starts to happen to be able to really understand what’s going on through out the whole funnel.

Bill

Yeah. I think that kind of the value of having analytics teamwork, list of analyst dedicated to looking at your stuff all the time and making sure that the trends are there. Never had a little boss, the trends are your friend. This is really a cheesy thing. But it was right because you’ve looked at it and okay, this drop off, why? We didn’t have a big holiday here so something wrong. It was like Christmas rolled around all of the sudden and no one notice. It drop off there, of course but, just having to hold some of those things, not just for optimization especially in a big company, you know like, a two percent drop could literally millions of dollars depending the price of your product. Could it be quiet a bit?

Alex

Yeah, it’s totally awesome. Well, If you want to learn more about us, definitely check us out at the website CROmastermind.com. See you guys.

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