CXL — CRO (Conversion Rate Optimization) Review Part 1

Hello readers, I am Pratik. I am a Digital Marketing Manager at one of the Edu Tech companies in India. Today I am here to share my experience on the Conversion Rate Optimization (CRO) course I started a week back with CXL. This will be a 12 part review so stay tuned for the rest.

As marketers, we have all come across the term of Conversion rate and it has always been one of the leading questions on how to improve the conversions of our product. So in this course, we get answers to the process of improving conversions and how to build scalable strategies that benefit the sales of the product. The course starts by explaining what is CRO and the implications of CRO in our daily life. Brian Massey explains to us how there is a similarity between a scientist and a marketer. He further explains how one should go with the process of Ideation to the point where he/she implements his idea. One important tip that he provided was to always write down your ideas for you to later visit them and do proper research on them. He mentions how ideas should be converted into hypothesis and how to collect all the hypothesis and rank them based on their Impact & Efforts required to implement them. Further, he explains what is A/B testing and lays down 3 ground rules for A/B testing as follows:

1) Always test one change at a time

2) Always be patient when it comes to results as it may take multiple attempts and test to reach the desired goal.

3) Always make sure you analyse the data based on Statistics and not Bias.

Once the ground rules of A/B testing are laid we move to the gathering of data for your testing. A marketer must make sure that the decision of which changes to implement must be made on data. The data for such crucial decision comes from the following places; Target group or buyer persona made by you, Focus group testing with the relevant sample groups, studies and reports that exist, Use of tools like heat maps, attention maps and screen recording, and finally CSAT or feedback forms from your test run users. Your customer is the one who chooses what works and what doesn’t, hence always test your hypothesis on small sample size. Once we are through all the stages of Hypothesis and data collection comes the testing and results after which we optimise the campaign based on the results and data. This concludes the first chapter of this course which was Introduction to CRO.

I enjoyed how the faculty introduced us to every little bits and piece of decision making which takes place while creating a product or launching a new campaign. Each principle/factor came with a real-life case study example which helped me get more clarity on the subject as we progressed through each segment.

In the next chapter of Best Practices for Marketers by Peep Laja we learn about all the best practices while creating a product. This is a 360 view of all the things one must keep in his mind to create a successful and scalable campaign or product.

We start with the most important thing when it comes to a product page or a landing page, that is the form. Peep starts by describing web forms as a salesperson as they are the only communicator and information gather between a company and its target users. He further explains how a form asks all the important questions to the target user. However, when we ask the user to fill in his information some questions come up in their mind, like why do they want to know that? These questions were referred to as Friction also known as the reluctance of the customer to give his details. Peep then explains how can we reduce the friction between the form and the user at the same time increase the conversion rate. I enjoyed how each point was well described with proper examples. Some points were very basic however they were covered in great depth, hence despite me knowing these strategies it helped me to see things that were previously ignored by me. I will mention a few of the points that I found interesting and give a detailed explanation.

Following were the ways you could use to reduce friction or increase the conversions on your landing pages explained by Peep.

1) Keep it Clear: Your form must have clarity on why are you asking the details for. You must set the expectations on what do you expect from the user and what will they be getting in return if they fulfil the same. One important tip that Peep added is not to add bank details or other sensitive forms without previously notifying the users on why do you need them, as it will significantly drop the conversions. Peep elaborated all his points very well with great examples he further added points like.

2) Keep the form short: It is a simple and commonly used strategy in the digital marketing community. However like previously mentioned the course covers all the points in-depth and recommends the workarounds. Like one way recommended for a long-form was a multi-step form or a simple page form with multiple sections. Peep also says sometimes longer forms helps us to reduce the non-qualifiable leads and thus increasing the conversions. The small tips like removing email IDs and other form fields where not required with examples are the best part of this study. The abundance of real-life examples makes it so easy to relate to and learn quicker. The course then covers how and what to start with when it comes to asking for details. I was shocked at the details that this course covers, it took me around 1.5 hrs to go through all the details as it also covered universal accessibility and how it helps us to retain more users with lesser drop rates. If a course covers the important points on all the dos and don’ts along with the mini tips with example and case studies nothing better.

To conclude this first part of the review, I found this course good for experienced as well as armature marketers as it helps the experienced ones to go back to basic as many a time we tend to ignore the basics with our experiential decision making. The start looks great and I can’t wait to learn more and share my knowledge and review with you guys. Hope you find this interesting, take care and stay safe.

A happy and knowledgeable quarantine.

  • Pratik

A Digital Marketer wanting to learn and grow, while grabbing as much knowledge as I possibly can!