There are fixed disciplines that you should encourage within your Conversion team to show continuous growth in conversion rate improvements.If you make sure that you and your team strictly follow these rules , it can bring significant growth in your stride towards conversion rate optimization efforts. In my opinion there are key three disciplines that you should strictly follow to achieve continuous successes :
- Data gathering
- User testing
Experimentation should begin with setting up goals for your overall end result – Answering questions like what are the macro and micro goals for the CRO team. There are many steps involved in experimentation leading from setting up goals to how to keep track of results of your experiments for re-iterating the successes and implement more on top of them. I will be writing a separate detailed blog post on what are the key steps in experimentation and find success in this focus area
Date gathering in conversion optimization is very important for your team success just because data helps you learn next steps and make wise decisions. Find easy ways to identify what data to gather and find the best tools to gather them. For example, you are testing a widget which has a two arrows which helps users to scroll left and right of the list. If you setup events in Google analytics to track these user actions, the data can provide you meaningful details on user behavior on this widget. If the data shows that very less percentage of users are using the left arrow and majority uses the right arrow, that’s a clear indication to remove the left arrow and give users just the right arrow functionality.
User testing can be any tests that are more focused towards users interaction with your webpage. Those can be tests more focused on making it easy for users to take desirable outcomes like filling up a mandatory text box or even some tests to reduce errors on a page like a log in page for example, you know that a lot of users are not getting to the logged-in page, perform user testing on the login form to identify the error nous user behavior and make it easy for the user to understand how to avoid those known or common confusing behaviors.
Happy Testing and optimizing 🙂
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