Thanks to the techniques of and the use of analytical tools, we can increase the income of a website, as well as improve other objectives defined for the digital product.
It is important to use common quantitative conversion research methods but also to effectively use qualitative research methods such as moderated ones.
The reality is that many of the companies are not happy with their conversion rate. These companies sometimes make decisions based on intuition, hunches or by actions that the competition makes to increase their conversion rate, obtaining little or no successful results.
What is CRO and its importance in UX
CRO or Conversion Rate Optimization can be defined as the process by which digital products are optimized to increase the conversion rate through research so that the users of the product carry out the actions or specific tasks that increase the results of the KPIs that quantify the different objectives.
There are different types of objectives depending on the website, for example in an Ecommerce it will be to convert users into customers, start more baskets, complete more checkouts, etc. Some micro-objectives may be to increase the average price of the cart, reduce the number of users who abandon at some checkout step, etc.
Other types of objectives can be to get a user to fill out a form (Lead), get an increase in page views, subscribe to a newsletter, download a pdf (such as a free Ebook), etc.
Summarizing, CRO consists of optimizing the functionalities of a digital product in order to increase the conversion ratio of the objectives based on the analysis of user behavior to identify their problems and needs and propose and validate hypotheses to solve the problems and satisfy the needs.
CRO process and its keys
The CRO process is an iterative process to seek the improvement of the ratios and the conversion process. It does not consist of performing isolated actions without control.
Different profiles or departments participate in the process, such as:
- IT or Technology: For Front-end and Back-end development.
- Product design: For UX, UI, business and commercial.
- Digital analytics: For the control of statistics and analytics.
1. Kickoff and Goals
Before launching into realizing, it is important to understand and comprehend the project you are going to work on in as much depth as possible.
Holding a meeting or Kickoff with all the parties involved will help to know the status of the project or company, as well as its background. You have to understand and assimilate what the real objectives are.
After understanding the objectives, it is necessary to define the KPIs that will help make them quantifiable and measurable. Without well-defined KPIs, we will not be able to have control over the impact that the changes we execute are having.
2. Analysis and Research
In this point both quantitative and qualitative analyzes need to be consideredwhich will complement the former, to obtain information on the behavior, beliefs, opinions, frustrations and expectations of users.
Qualitative analysis:
Quantitative analysis:
- Google Analytics.
- Adobe Analytics.
- Eulerian.
- Search Console.
- Google PageSpeed.
- Lighthouse.
- Other measurement and control tools.
3. Hypotheses and Ideation
It is about defining the hypothesis that should reflect the problem or the need that has been discovered through the data obtained in the Analysis and Ideation phase and detailing the actions that will be carried out to improve or solve the problem.
At this point, it is also necessary to specify the way in which these proposals will be controlled to improve or solve the problem.
It is in this phase when the and the design are made. It is necessary and helps to visually understand how it will impact the front structure of the digital product, whether it is a website or an application.
4. Test and Experimentation
In this phase, all aspects and sections are defined, for example, the execution of the .
It should be noted that not only A/B tests can be performed. We can also make code changes to clean up JS, CSS, modify HTML to have semantic code, introduce schema.org, improve loading speed and feedback, etc.
5. Implementation and Control
It consists of launching the A/B test. We will execute what we have planned and we will review the results that are obtained. Once the test is finished, it is necessary to perform an analysis of the data in its entirety and make the necessary and correct decisions based on the data obtained.
In conclusion, it should be noted that a digital product must be in constant evolution. It is necessary to adapt it to new design trends and evolve it according to how users use it. If the objective pursued is profitability and quality, we cannot forget that the center of everything is continuous improvement.
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