This episode dives into the essential DOs and DON'Ts of Conversion Rate Optimization (CRO), offering ecommerce operators practical strategies to improve their website performance. It covers key areas like understanding customer behavior, effective A/B testing, and identifying common pitfalls to avoid when optimizing for conversions. Listeners will gain actionable insights to lift their conversion rates and drive revenue.
Key takeaways
Prioritize understanding user behavior through heatmaps, session recordings, and user surveys before implementing any CRO changes.
Conduct A/B tests on high-impact elements like product pages, checkout flows, and calls-to-action, but ensure enough traffic and time for statistically significant results.
Avoid common CRO mistakes such as blindly copying competitors, making too many changes at once without proper tracking, or neglecting mobile optimization.
Focus on simplifying the user journey and removing friction points to create a seamless path to purchase.
Continuously monitor and analyze data to identify new opportunities for optimization and iterate on successful changes.
Today on the show we have Shane Rostad and we’re going deep on all things conversion rate optimization and how to run tests properly to get actionable results you can be confident about. We get into the philosophy of CRO, testing processes and the operational side, and the nuances around the do’s and don’ts when it comes to CRO testing. If you’ve got questions for Shane, we’ll get him back on the show so drop your questions below and we’ll get some of them answered next time! 00:00 Introduction and Overview
18:06 The Philosophy Behind CRO
25:38 The Limitations of CRO
27:30 Balancing Profit Optimization and Brand Reputation
29:20 Interpreting Test Results Correctly
30:44 Short-Term Wins and Long-Term Goals
31:11 The Need for Better Understanding and Practices in CRO
34:27 Minimum Test Duration and Sample Size
37:17 Caution Against Prematurely Ending Tests
39:27 Running Desktop and Mobile Tests Separately
44:38 Considering the Impact on Different Segments of Traffic
48:52 Using Additional Data Sources and User Behaviors
01:11:29 The Importance of Merchandising in CRO
01:21:19 Exploring Free Shipping Thresholds and Customer Behavior
01:24:34 The Need for Thoughtful and Intentional Testing in CRO 01:29:24 Challenges of Running a CRO Agency Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-20pd2eq4n-UVM6oTQkdltEwLINwkCWIA Powered by:
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What does this episode say about conversion & cro?
Prioritize understanding user behavior through heatmaps, session recordings, and user surveys before implementing any CRO changes.
What does this episode say about analytics & attribution?
Conduct A/B tests on high-impact elements like product pages, checkout flows, and calls-to-action, but ensure enough traffic and time for statistically significant results.
What does this episode say about dtc strategy?
Avoid common CRO mistakes such as blindly copying competitors, making too many changes at once without proper tracking, or neglecting mobile optimization.
What does this episode say about conversion & cro?
Focus on simplifying the user journey and removing friction points to create a seamless path to purchase.
What does this episode say about conversion & cro?
Continuously monitor and analyze data to identify new opportunities for optimization and iterate on successful changes.
