The conversion optimization guide by CXL
Written by Peep Laja, founder of CXL
This expert guide will help you
- Master a systematic approach to conversion optimization
- Win more A/B tests and get higher impact per successful experiment
- Be able to improve the conversion rate and revenue of any website
Conversion optimization is a process.
Amateurs follow best practices and don't know where to begin. Experts follow frameworks and processes.
This expert guide will teach you the process of optimization.
If you can't describe what you're doing as a process, you don't know what you're doing.
— W. Edwards Deming
Table of Contents
You seek to understand your customers better - their needs, sources of hesitation, conversations going on inside their minds.
Would you rather have a doctor operate on you based on an opinion, or careful examination and tests? Exactly. That's why we need to conduct proper conversion research.
Where are the problems? What are the problems? How big are those problems? We can find answers in Google Analytics.
We can record what people do with their mouse / trackpad, and can quantify that information. Some of that data is insightful.
When quantitative stuff tells you what, where and how much, then qualitative tells you 'why'. It often offers much more insight than anything else for coming up with winning test hypotheses.
What's keeping people from taking action on your website? We can figure it out.
Your website is complicated and the copy doesn't make any sense to your customers. That's what user testing can tell you - along with specifics.
The success of your testing program depends on testing the right stuff. Here's how.
Most A/B test run are meaningless - since people don't know how to run tests. You need to understand some basic math and statistical concepts. And you DON'T stop a test once it reaches significance.
So B was better than A. Now what? Or maybe the test ended in "no difference". But what about the insights hidden in segments? There's a ton of stuff to learn from test outcomes.
Conversion optimization is not a list of tactics. Either you have a process, or you don't know what you're doing.