2021 Marketing MASTERCLASS for Startups and Leaders #3 | CRO | Brian Bozarth | Skillshare

2021 Marketing MASTERCLASS for Startups and Leaders #3 | CRO

Brian Bozarth, Chief Marketing Strategist

2021 Marketing MASTERCLASS for Startups and Leaders #3 | CRO

Brian Bozarth, Chief Marketing Strategist

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28 Lessons (2h 46m)
    • 1. Intro Video


    • 3. Introduction to CRO

    • 4. Defining Conversion

    • 5. Building Your Conversion Plan

    • 6. STEP 1: MEASURE

    • 7. 3 Primary Methods of Data Analysis

    • 8. Data Tools and Tags


    • 10. Important KPIs

    • 11. Funnel Pages



    • 14. STEP 2: ANALYZE

    • 15. Funnel Touchpoints

    • 16. STEP 3: STRATEGIZE

    • 17. Hypothesize

    • 18. Prioritize


    • 20. STEP 4: DESIGN

    • 21. Mobile Design

    • 22. Buzzword Compliance

    • 23. User Experience

    • 24. Consumer Focus

    • 25. What's Missing?

    • 26. STEP 5: IMPLEMENT

    • 27. STEP 6: LEARN

    • 28. Key CRO Takeaways

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About This Class


Leaders and Startups love this Course:

★★★★★  "Way above my expectations! Brian is REALLY knowledgeable about the whole area of marketing and the current state of the digital marketing industry, this is a guy who has ACTUALLY worked in the industry and is not just selling a course based on something he read in a book! This will really help anyone to become a true marketing leader!" - Erick Cardoso

★★★★★  "This is the best marketing masterclass so far. I've taken dozens of online courses in various e-learning websites. No matter you are a beginner or a marketing pro, this course will both give you a ready-to-go checklist for creating your own marketing strategy, and freshen up your marketing skills." - Nano Mardoyan

★★★★★  "The best of the best .... I think his Point of view will last for the next 50 years about the content. Professional and to the point. I`m really glad I know such a great brain of marketing. Note: I've taken more than 50x about marketing and content and you are one of the first ...You know what is my pain point and you deliver it." - Asem Al Sardy

Knowing WHY and WHEN to perform certain marketing tasks is the million dollar question for most businesses.

Anyone can learn how to post to social, write a blog post, or learn what SEO is, but quantity is not what works. What works are people who actually know WHY and WHEN certain marketing activities work.

That's the purpose of this course. By the end, you will have developed an actual marketing strategy, your own personal marketing playbook, that will guide you and your brand into the right marketing activity.

Think about it - no more guessing or assuming. You will be able to inform others and act personally based on the correct information!

★★★★★  "After finishing Session 1 of this course, I have a better understanding of the "WHY" of digital marketing efforts. This course gives you a compass and a map you can refer to plan your marketing activities. Most of the marketing courses I took so far focus more on the tactics --how to rank well on Search Engines, get more visitors on Social Media -- without giving you the tools you need to really plan those activities for optimal ROI. Knowing "How to" is good, but knowing "Why" is even greater because you can chart a better path and keep the eyes on metrics to make the necessary corrections. So, I'm religiously taking this course to implement the concepts taught, and to remove any guesswork when it comes to investing some marketing dollars." - Majonka Diokou

Three reasons to take this course:

  1. You get lifetime access to lectures, including new lectures every month (content is added/updated constantly).

  2. You can ask me questions and see me respond to every single one of them thoughtfully!

  3. What you will learn in this course is original, tested, and very detailed! It comes from years of graduate-level education and 20+ of marketing leadership experience across dozens of industries.

There are plenty of people who can teach you shortcuts and fast tactics. 

This is a course for people who are truly willing to understand marketing strategy. A course for people who would rather do it right than hustle and hassle people. Once you work your way through these 200 lessons, your strategy will become more clear, your empathy will deepen and you'll begin to see the market as it is, instead of merely wishing it to be what you want. You will have your own complete marketing playbook!! No more guessing.

★★★★★  "Amazing course, best delivery, up-to-date, and very specific - no extra blah blah" - Malik Waqas

The Marketing Leadership Masterclass is split into 6 different online sessions, each focusing on a different aspect of marketing leadership.

In Session 3 we will focus on Conversion Rate Optimization (CRO)

CRO has been considered by many the most important marketing activity because it makes every visitor exponentially more valuable. For example, if you double your conversion rate but keep the same traffic, you have essentially doubled your revenue. Digital marketing is analytics driven, smart marketing.

In this Session, you will learn how the best companies design and optimize sites that convert. The goal is to remove the fog of mystery around CRO by introducing you to a common-sense, data-informed, well-proven strategy for optimizing your conversion rate.

At the conclusion of this session you will have developed your own conversion rate optimization plan based upon each of your primary user touch points.

What are the requirements?

  • No experience or audience required.
  • Suitable for all types of businesses (digital product, physical product, service, B2B, B2C).

Why take this Course?

  • Become a Leader - Learn how to think & act like a strategic marketing leader.
  • Modern Marketing - The world of marketing is in constant flux. Don’t get left behind.
  • “Why” of Marketing - Learn the “Why” of marketing rather than just the “How.”

What am I going to get from this course?

  • Practical theory - Great marketers and great entrepreneurs are great learners. We’ll cover the theory that you need to understand to drive your own Demand Gen program.
  • Hands on - Throughout the course, we give you multiple opportunities to slow down and apply what you have learned by building out the real-world plan that your company needs.
  • Peer Learning - Your instructors are peers, start-up founders and fellow marketers with decades of tangible experience in every stage and level of an organization.

What is the Target Audience?

  • Business Owners - Increase your business revenue, sales pipeline, and ROI by building out transformative demand generation programs that actually work.
  • Startups - Leverage proven marketing processes and practices to establish and increase your user-base and business revenue. 
  • Marketers - Increase your current marketing knowledge by learning the most effective tactics, best practices, and processes.

Go from Beginner to Advanced

No matter what level of marketer you are, you will go from beginner to advanced marketing leader as we walk you through building your own model.

All the strategies, tips and tools recommended are either included, free or very cost effective.

Meet Your Teacher

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Brian Bozarth

Chief Marketing Strategist


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1. Intro Video: welcome to the modern marketing course for leaders designed for those who simply want to up skill or even change careers or become a leader within marketing. Now there are a couple of reasons why I believe this course is increasingly important for the modern marketer. Currently, as you may know, in the world of marketing, there's a plethora thousands, if not hundreds, of thousands of great tutorials and courses on how to perform marketing tasks. For instance, how to post a link to an ad or create the perfect WordPress website or created Google Analytics report or a landing page or a blogged post or a webinar, right? You get the idea, However, it is a rare day when you come across a course that teaches you the Y, off marketing or when to perform certain marketing activities. And yet these are the very questions that a marketing leader must ask. It's not enough anymore for a leader to know how to perform basic or even advanced marketing activities, because for this you can easily hire an employee or an agency or a freelancer to take care of that. Rather, a marketing leader must know why you post a social or start paid advertising when to focus on one marketing channel over another, or even when to focus on conversion rate, optimization versus search engine optimization versus optimizing email campaigns. A leader must know the why and the wen of marketing, not just the house. But the separate reason why I believe this course is increasingly important is that in my experience, I have found a number of today's leaders in business either went to school or got their experience before the Internet and digital marketing were even around. And many of these same leaders are now looking to rapidly up skill on progress, their knowledge of modern marketing because, as there quickly finding out, yesterday's techniques often don't work in today's digitally connected, digitally centered, highly competitive landscape. Which brings us here today. This course is separated into six different marketing sessions, with well over 15 hours of lessons and interactive homework, each tackling a necessary and fundamental aspect of marketing that today's modern marketing leaders need to know. Now I want to reiterate that the purpose for this course my primary goal is to see you succeed, and that's why I'm updating this course on a regular basis with the latest information because I want to ensure that you have everything you need to be successful in today's competitive marketing and business world. So without further ado, I will see you in the coming lessons. 2. SESSION 3 INTRODUCTION: Welcome to Session three, where we will unpack the topic of conversion rate optimization, otherwise known as C R. O. Now see, a row has been considered by many the most important marketing activity because it makes every visitor exponentially more valuable. For example, if you double your conversion rate but keep the same traffic on your website, you have essentially doubled your revenue. So in this session you will learn how the best companies design and optimize sites that convert. The goal is to remove the fog mystery around sorrow by introducing you to common sense, data informed and well proven strategies for optimizing your conversion rate. I look forward to working with you and identifying and building out your own sorrow tests in the coming lessons. 3. Introduction to CRO: hello and welcome to Session three of the modern marketing course for leaders. In this session, we will look at conversion rate optimization or more well known as C R. O. Now, so far in this course, we have spent a great deal of time talking about the fundamentals of building a solid data informed marketing framework. In this session, we will begin to dive into some of the more practical marketing aspects that will help drive your number's up. Remember, this is not the 19 nineties anymore, meaning marketing today is much different than it was 20 to 30 years ago. The point is this. You have competitors out there who are marketing in today's world with today's tactics and tools, and to keep up with them and really win in this marketing game, you should, too, which is why we begin with the topic of C. R. O. The reality is that most likely, you already have visitors coming to your primary marketing channel that is your website. So rather than first focusing on getting more of what you already have that his visitors let's look at what you were doing with those visitors in session for after we learned how to convert current visitors. We will look at how we can capture more traffic and ultimately, customers. But first, let's look at some stats to show you why this topic of conversion rate optimization is important. Now these statistics may apply to you as well, such as Onley. About 22% of businesses are actually satisfied with their conversion rates. Now. I would suggest to you that no business should ever be satisfied with their conversion rates. Remember, we don't live in or market in a static environment. Everything around us is changing, and the moment we're satisfied or content with our numbers is the same moment we get over taken by the competitors. Now, 4/5 of businesses could be unsatisfied for a number of reasons. One of the reasons, as you can see here, could be the amount we actually spend on conversion rate optimization Onley. About 1% of marketing funds are spent converting versus acquiring customers. Sadly, this underscores the value that people place on C. R. O. Conversely, I like what Rand Fishkin says about the importance is C R O. Now, if you've been around the marketing world at all, over the last decade or so. Then you've heard of the name of Rand Fishkin. Or maybe you've seen them at a conference or seen his white board Friday videos. He is. I believe this is self entitled the Guru of Maas. Either way, he is pretty smart when it comes to marketing, and he's been quoted in saying, C. R. O is the most important marketing activity because it makes every visitor exponentially more valuable. You can see right off that adding value to each visitor is a win for your bottom line Now, he points out in their case study that initially they did have high traffic, but few visitors took the next step. In other words, they each visitor had low value. Now it didn't matter to the business. If 50,000 visitors read their blood, what mattered was that they only had a handful of conversions from those visitors. The disconnect presented a massive opportunity to them right toe leverage, C R O. And so that's what they did. And ran would go on to say that if he could go back in time, he would have gotten religious about C R. O sooner when he speaks about the most valuable Web marketing activity. He always puts C r o first, and so should we. And here's why. If you have not already seen this graphic, let me introduce you to the Power law of CR Oh, it's a principle developed by conversion rate experts dot com. Now, as they point out, the obvious reason to improve your conversion rate first is that you want more customers without having to spend any more on advertising are gaining new visitors, right? This simple Ciro equation shows that your revenue is equal to your visitors, multiplied by your conversion rate. That is the percentage of your visitors that turn into customers, and we'll look at that in just a little bit multiplied by the lifetime customer spent. That is the amount that each of them spends with you. Now the point is this. If you double your conversion rate, you double your revenue. Now, let me ask how difficult or expensive would it be to get twice as many visitors in order to double your revenue or get your current customers to spend twice as much as you can see? Conversion rate is the lowest hanging fruit in this equation. But this chart shows this second benefit. As you can see here, your profit is even more sensitive to your conversion rate than your revenue is that is your cost generally double if you tried to attract twice as many visitors, right, but your conversion rate does not. You can see the obvious implication for a business when revenue increases proportionately the larger than your costs. The end game is exponential gains in revenue, which is why I do agree with Rand. C. R O is the most valuable marketing discipline to execute on first. Unfortunately, this is not the case for most businesses. Now let me underscore this point even more by pointing to a few more stats. And as I do so let me say that C. R. O is not the same as you X. However, poor US will lead to poor conversion rates because 79% of visitors will search another site to complete a task. If your site is simply too confusing and look at this one, mobile users are five times more likely to abandon the task if the site isn't optimized for mobile now. This is important because, according to search engine watch. 60% of consumers use mobile exclusively to make purchase decisions. Now 2/3 of mobile consumers are looking to make a purchase the same day. This is common sense, right? Wrong. Most businesses may agree that conversion is important but remains low on the list of marketing priorities. Again, let's look at the impact of CR Oh, this time, let's take a look at it in chart format. Now you have may have asked this question. Why is CR Oh important? Well, let's take a look at three sample companies in this very basic diagram that should drive home an important point. Now, as you can see here, there are three companies, and each company has the same amount of traffic that is 10,000 monthly website visitors. The only thing that changes is the conversion rate. Now what I want you to notice is that the conversion rates are not ridiculous but can be very standard for most industries, such as Company A has 1% and that may be on the low end and Company C has 3% and that may be on the high end. But for the most part they're still very reasonable. The key point here, the key take away is trying to generate more. Website traffic isn't necessarily the right approach. Not only is generating more traffic costly and takes time, but most businesses have a finite demand for products and services, So it's imperative that you make the most out of your existing website traffic. Let's take this one layer deeper and look at a few primary assumptions we can make concerning that buyers journey. As you can see here before people purchase, they generally go on a journey right. The buyers journey, and here are some just basic assumptions. Number one. Most businesses have a primary goal that is a specific defined activity that they want you to perform, such as purchase or subscription or free trial, whatever it ISS. Secondly, every user starts from a specific source, if not online, like Google or Facebook or an email. Then it's a direct reference from a friend, commercial or print publication. Right number 3/3 Assumption. There are touch points on this journey on the buyers journey, and each touch point along that journey has a specific conversion rate, although many will focus on just the primary step of conversion such as qualified lead the paying customer. The reality is that every touch point is an opportunity for increased conversion rates. Number four. Generally speaking, you are able to combine different groups of people into personas as we saw in the last session, and these persons will have similar expectations in exhibit similar behaviors. In a nutshell. C R O is simply about increasing the flow of qualified buyers throughout the entire journey . Along every touch point to that primary goal. Reality check, though, is don't expect that you're going to rank for a keyword, drive someone to your site for the first time and convert them instantly. That rarely happens sometimes, but rarely. Rather, in this realm of sorrow, we have to constantly thinking, How can I delight people? How can I satisfy their wants, their needs and pain points during every step of the funnel? The goal is that we build a report in the consumer's mind that we actually care about them , and that we are the authoritative, trustworthy experts for any given subject and therefore are able to be trusted with another click and ultimately their business. However, if we're simply doing the same marketing activities day in and day out without the purposeful intent on understanding and satisfying the unique consumers wants needs and pain points at each touch point of the journey. Then we do it Albert Einstein set, and that is the definition of insanity is doing the same thing over and over again and expecting different results. Now, may I ask you, is your marketing department insane? Don't answer that, but you get the point, right? Blogged post may not have worked for you in the past, so generating more block post won't necessarily work for you in the future. And yet so many businesses continue to do that social maybe very unsatisfying in the sense of new leads or even traffic. And yet, since most companies have a social presence, you may feel inclined to automate this part of your marketing. My goal, though during this session, is to cause you to think about every marketing activity and see what can be optimizing what needs to be put on hold. Right. Priority is the key here, which marketing activities have the opportunity for the lowest hanging fruit do those first and foremost to the best of your ability and then and only then move on. As the old cliche goes, less is more. And this is absolutely true when it comes to marketing less marketing activity, but with high quality and intent will win every time. All right, In the next section, we will move on to some common C R O definitions so that we are all on the same page concerning this topic of conversion rate optimization. 4. Defining Conversion: in this video. I want us to define some of the common terms that you hear in the marketing world so that we are all on the same page using the same meaning for these terms. First off, what is a conversion? Well, in its simplest definition, a conversion is a visitor completing a goal that you have pre defined. Now goals come in many shapes and sizes, and we're gonna take a look at these much more in depth later in this session on C R O. But for now, if you use your website to sell products, the primary goal knows the macro conversion is for the user to make a purchase. If you're in the B two B world than it is to fill out a request, a demo or contact sales or free trial right that is considered the end goal or the primary goal or macro conversion. However, it's really important to know that there are many smaller conversions that can happen before a user completes a macro conversion, such as signing up to receive emails or downloading an e book. These are micro conversions now, understanding what a conversion maybe is the important for step before you can measure the conversion rate. Which leads us to our next definition, and that is what is a conversion rate Now. You should remember this from our previous sessions, but it conversion rate is simply the number of times a user completes a goal goal that you've defined divided by the traffic. Now for this definition, we get into some very basic formulas as an example that you can see here to figure out our websites conversion rate. We would take the number of unique orders or purchases or macro goals such as demos of free trials and divided by the number of unique users. As you can see here, 500 unique orders generated from 2500 unique users or visitors or holds 20% conversion rate . But really, this basic form that works for nearly anything if you sell a subscription, for instance, divide the number of conversions by the number of users, right? Fairly straightforward. So now we're ready to define C r o. What is C R O. Well, let's walk slowly through this definition conversion rate. Optimization is a continuous and systematic process systematic, referring to the fact that CR owes a scientific process of diagnosis, hypothesis and testing, and you put that on repeat right. So conversion rate optimization is a continuous and systematic process of increasing the percentage of ideal website visitors because it's important rumor that optimization is about getting mawr the right kind of visitors, right, not just blindly optimizing the conversion rate of a given page or campaign. It won't do any good to you if the people you are acquiring are the wrong fit for your business. So it's important to keep the focus on optimizing to find more customers who will love your product and help you grow by spreading the word. Everything else is just a waste of your time and resource is so increase the percentage of ideal website visitors who take a desired action and that is a desired action by both you and the customer will take a look at this later by eliminating all the possible causes of a lack of trust and high bounce rate. Remember, in order to optimize the conversion rate, you have to know what to optimize and who to optimize is four. This information is the cornerstone to successful Sierra strategies, but not just by eliminating all possible causes of lack of trust in high bounce rate, but also by optimizing four specified target audiences at the C R O. Process involves understanding how users move through your site, what actions they take in what's stopping them from completing your goals. So this is what CR O is. Let's take a look at what zero is not. Here's a quick list of items simply for the sake of discussion so that we can get on the same page. First off. Zero is not you X right UX is all about making a Web page look great and look high tech and all fancy right? Use your experience or US covers that can't buy, which is absolutely important and will help conversion rates. But conversion rate optimization covers the won't buy two different elements. A lot of overlap, but still two different things. C R O is also not a CEO. For years, Internet marketers have spent time on S E o or search engine optimization, which focuses on driving mawr free traffic to your website by improving the likelihood of people finding your website through an unpaid search result. Right, These are things you probably know traffic. There was only one component of success getting people to your site. Yes, it's absolutely necessary. But if 98% based on average e commerce conversion rate of 2% if 98% of those people coming to your website are just getting there and not buying or signing up for completing whatever conversion go, you have your website, you're leaving money on the table. So we have dedicated an entire session out of the six sessions in this modern marketing course for leaders to S CEO and another entire session on Sierra because there simply to different topics. Zero is also not getting more users regardless of quality or engagement. It's not copying the competition because what works for them may not work for you. C. R O is not just the sales conversion rate either. This is important. We're going to get into this Ah, lot more later on. But there are many touchpoints, not just the end touch point that we focus on in conversion rate optimization. Also, C R O is not manipulating your visitors to do what you want them to do, and that is to buy. But it's answering questions like which PPC campaigns air traffic sources. Their search keywords are resulting to higher average order value on why right or questions like which content on my site is generating me the most ad clicks or opt ins or sales? And why? Or which my email marketing campaigns air generating Most opens clicks sales? Why or how much is my cost per acquisition? Or which is? Which of my content are the top 20? Most shared commented on and why and on and on and on right conversion rate optimization seeks to answer a ton of questions, not just manipulating your visitors to purchase from you. It's also not just focusing on the C T A. Again that is often the endpoint or, towards the end of the buyers journey CR Oh yes, it focuses on the c e C t A. But it's about every touch point and optimizing the entire process, right? We're looking for the lowest hanging fruit. Where does the conversion rate drop off and fix that? And lastly, but often most frequently C R O is not driven by hippo that is the highest paid a person's opinion or guesses or hunches or just gut instincts. C R O is a smart, iterative Analytics based process. If it is driven by opinion, emotion or office politics, then you're just going to continue to struggle. Let's also quickly take a look at some CR Oh myths that you may have heard around your office or in office meetings. Such things is, well, just update our button colors. Now. That's good if you have a rainbow, assorted colors for your CTS across your website. But in reality, if you're gonna change from light blue to green, don't expect some massive change in your conversion rates. More things like we need to include more white space. Or we need to update our imagery or a copy of competitors design of all things or get a fancy font type. That's right. If if we use one of these new fought types and embedded on a website, we're going to get loads more conversions now, these are all good right? But these statements often reflect just a complete lack of understanding of the user and their wants needs and pain points and what conversion rate optimization is all about. And please, please, please try to avoid words like best practice as much as possible because your place in the market and industry among your target audience is unique. Here's the reality. Small changes result in small changes. The last thing you ever want to hear is someone who says we got a 3.7% lifting conversion laws landing page because because we changed the form, layout or button color or font type. None of those temporary solutions or changes addresses the user specific pain point. Remember, if you see a small percent increase in conversion, it's most likely going to be temporary. There's a recent research from word string that shows small gains almost never persist over time, right? The barrier skin version are seemingly endless, and each barrier has a distinct solution that almost certainly doesn't involve changing. Just your button colors or copying. And competitors design because you can't truly ascertain what your sights biggest Barry's conversion are without rolling up your sleeves. Running some really test gathering some real data and putting yourself in your user shoes. Your goal is not to manipulate users into converting, despite whether your product or service is right for them or not, your goal should be to convert engaged users who will love what you have to offer and help your business to grow by telling their friends all about you. Now I don't want you think that I'm diminishing some fundamental you exchanges, as you see here. These are indeed trust builders, but incremental changes such as changing the headline of a landing page are indeed a component of Cerro. But they aren't the main component. In fact, far from it, I believe it's more important to take the view from several 1000 feet up above those more on the weed questions about button colors or image placements. Rather, we should be asking why Happy customers are happy, why unhappy customers air unhappy and what problems you're able to help them solve. Because true C R. O is gonna touch everything from the direction of your product, how you're invested and how you approach changes to your business model C R O. Again is to be an ongoing either of process that will only improve with time. Unfortunately, this is an example of the typical c R O strategy. Rearrange the deck chairs and ignore the sinking. Well, this so called strategy falls definitely within the C R O myths, that is, with true sorrow. We can learn why users did or didn't buy, what they hope to gain from their time on our sites, or what they found the most and least valuable about their experience and so much more. Many times those CEOs, founders and executives don't ask these important questions soon enough or really at all. But when you get answers to these types of questions, you gain a new perspective, one that informs riel lasting changes on much more than just your landing page and informed your company's strategy of product development, your value proposition. That's the beauty of the research process behind zero. It can accelerate your growth and how you appeal to your market in ways you wouldn't have imagined. But if all we're doing is rearranging the deck chairs like butting colors or white space or imagery and ignoring the obvious signs of failure all around us, then well, here's an analogy. Imagine that your website is a bucket. Think of your visitors. Is water going into the bucket now? Think of the things that are making your visitors not by or leave your website as holes in your bucket and trust me, there are usually many. The point we all have to catch is that point more water into a leaky bucket won't fix the root cause. You'll just end up with a lot of waste. But also you can optimize your conversion rate until you know exactly what's causing the holes in your business bucket right? Every bucket is leaking, and the thing is that in real life you can easily see where those holes are. And that's the challenge of C. R. O. Redesigning the elements of your website without first of investigating what could be going wrong is just like getting a flashier, posher, different colored but also whole infested bucket. It can't better serve you your customers if you are still stuck with the same problems as before, and you have several $1000 worse off, if not more, The solution should be obvious. You've got to investigate and find out the nature, location and shape of the holes and, based on your findings, come up with the appropriate solution to repair those leaks. Conversion rate optimization is about getting mawr from what you already have and making it work even better for you. 5. Building Your Conversion Plan: Now, as we enter the strategic part of this course, let's start by going over the funnel one more time. Now, by now, you should have a firm grasp of the sales and marketing funnel now, although in a perfect world we would have a cylinder, right, that is everyone who heard about you would and buying something from you 100% of time. Alas, that's simply not the way of things. All right. Visitors start their journey from different locations with different mindsets, and the further down the buyers journey they travel, the fewer the people, hence the funnel. Now, as we look at this funnel, we need to remember that revenue equals traffic times conversion rate. So if we want more revenue, while the solution is simple, as we've already seen, get more traffic and convert at a higher rate. So again, one last time, we will look at C. R. O first. That is our conversion rates because it's best to start converting the traffic you already have. Then, in the next session on s CEO, we will talk about getting more of the right kind of traffic. Which brings us to our conversion planner conversion rate optimization plan Now, As you can see, right off zero is not static. It's cyclical. Hence the Cerro loop. The conclusion should be secondly, that zero is never done right. If it's a loop, it should be repeating. Unless we're converting 99% of our visitors every single time, that's a cylinder instead of a funnel, there's going to be room for improvement. So here's the six steps of C R. O that we have put together. First off, you gotta measure. Secondly, analyze third strategize fourth Design, Fifth Implement and sixth Learn from this loop. Now we are going to take a detailed look at each one of the steps in the CR Ole Luk during this session. Now the reason we start with measure is because zero is a data informed process is very, very important. Please don't miss this. The core of Cerro is data, which is why I said it's a data informed process. Often when people think of CR oh, they think of a B tests that give small, incremental gains. There are definitely great benefits to a B testing that we will talk about shortly. But a B testing is only one form of gathering data. So the question remains what other forms of data exists? Well, let me answer that with three primary questions, I ask before I ever begin the c r O process. First off, what data do I already have? Right before you start to fine tune your website with a B testing and things like that, can you already tell with the data you presently have? If there are problems with your conversion rates using things like Google Analytics or crazy eh or, ah, Hajar, Are there some obvious feelings that you can tackle first before you dive into the micro testing of things like a B testing? Chances are the answer is yes. If you haven't set up these other forms of data gathering, that should be your priority one for right now. Secondly, are there some obvious things that should be changed now? I don't want to use the word best practices, but something along those lines is what I'm referring to. For instance, if your site look like this well, I think there are some obvious things that a good Web designer could do to help you out, right? Even looking at this website I get a headache. So priority number one for me if I was optimizing this website is create a non headache producing website. I could almost bet you that none of these images on this website are optimized. They clearly don't have all tags, and the image sizes are probably massive and their downsized in html. Probably a lot of really bad stuff there. So this is where I would look at some common e commerce designs and ask the question, Am I doing something that just doesn't work right now? Are all of these colors necessary? Do you need so many images in the initial real estate of the Web scream? Is that the best place for the menu? And my goodness, look at this size, that menu and the rainbow colors. Beautiful, right? Actually, my first question would be, How did someone even design this? There are some unique layouts with absolute positioning, So something's going on here. That's not normal right now. Your website might not look like this, but it could still be fairly wonky. So get a few legitimate opinions first about your site to see if there's some fairly low hanging fruit. The reality is you don't need to start a B testing to tell you something needs to be changed, make the obvious changes first and then come back to fine tuning with a B testing later on . Thirdly, in my set up, technically, to test and handle change now, this is important question. And let me answer this question with an illustration. I was working with an organization recently who had a different page for every state. Each page was a static state page that is not dynamically driven. The same was true of other sections of the website, meaning If I wanted to test or change anything, I would have to go through one page at a time and make the changes statically. Worse yet, there were several variations of their primary CT A across all these static pages, which one worked, which didn't. It was a total guessing game, so the result was I chose to spend eight weeks and redesign and rebuild the entire site from the ground up, using some common sense best practices, things like dynamic pages, uniform design, consistent messaging, including consistency. Tietz right? My belief was that eight weeks of a rebuild would conquer a lot more in a lot less amount of time than trying to finagle with this bloated, static site. It was after the rebuilding redesigned that I was then ready to gather data more effectively and be able to respond quickly with the changes we wanted to make based on the data, right. It was only at this point that we were able to then jump into the C R O feedback loop effectively and then begin to measure. And so to for you. Before you dive into your own Cerro plan, make sure that you effectively and honestly answer these three questions. And before we begin our discussion on developing your own Ciro plan in this session, we're gonna want through some homer to make sure that you are set up to accurately record data. That way, your site will be recording data while you go through this session. 6. STEP 1: MEASURE: all right. Now we come to step one in your conversion rate optimization plan and that is to measure specifically measuring key data points. Hopefully, during the homework session that you just went through, you were able to set up accurate data gathering tools so you can start to use the data that you gather in this session by making data informed decisions. Now, the first data point that you must have fine is your goal. Understandably, setting your business goals is the most important First step right? For example, which business goals will your legion program help you to attain? Do you even know? Have you even defined your top priority and goals Now? Generally speaking, top priority angles for most organisations is a conversion now. As we pointed out, earlier goals or conversions come in many shapes and sizes. For instance, if you use your website to sell products, the primary goal known as the macro conversion, is for the user to make a purchase. That is the end goal. Examples of macro conversions can also include things like purchasing a product from your website, requesting a demo or quote or consultation, right subscribing to a service or starting a free trial. These are all primary heavy hitting goals that you have on your website. However, it's also important to note there are smaller conversions that can happen before a user completes a macro conversion, such as signing up to receive emails or downloading an e book. These air called micro conversions examples of micro conversions. Like I said, I like sign up for email lists or creating an account subscribing to a blawg. Unless, of course, the block is your product. Then you sell subscriptions or adding a product to the cart. These are all steps that happened before the macro conversion, hence micro conversions. Now some common conversion goals can be organized by industry type. For instance, if you're in the media industry, then you measure page views or add views or newsletter. Subscriptions are recommended. Content engagement. If you're in the e commerce industry, then you measure things like product sales or added carts or a shopping cart. Completion rates e mail newsletter Sign ups. If you're in travel than you think of things like booking conversions are social shares. Those type of things be to be the common ones are like leads generated deals close or adults. Now, before you gather data for C R O testing, you need to know your main priorities. It's not simply a matter of increasing sales were increasing sales or increasing sales right? That's often put on repeat by the executive team over the loud speakers of organizations. Rather, it is knowing how to make your website the best platform for your target visitors to perform the things that you want them to do. Now. Once you've identified these macro conversions, you want to start thinking about what drives these conversions and how you plan on measuring success. A quick reminder, though in sorrow revenue is your primary angle. Ironically, conversion rate optimization is about revenue, not conversion, right? We're looking for full funnel optimization because the only good conversion optimization is the one that impacts and increases the end goal. The reason we focus on C. R. O is because we understand that the angle of revenue is manipulated and changed by every touch point along the journey. There's nothing worse, then a boss coming to you insane. We need to increase marketing, originated or influence revenue by 40% year over year, but we're not willing to invest in full funnel reporting or marketing. The end result in that direction from leadership is often chaos because members of the marketing team end up running around trying to doom or without an understanding of what is actually generating revenue and where in the funnel, there are opportunities to increase the conversion rate. So again, the end goal is mostly about revenue. Conversion rates simply increase the end goal. If we lose sight of this, then we run the risk of measuring and optimizing the wrong micro conversions. That is why C. R. O is more than just optimizing conversion rates. It's about revenue, average order, value, lifetime value. This is why data is the fundamental step of C r. O. I appreciate what Admiral Grace Hopper says here. One accurate measurement is worth more than 1000 expert opinions Now that may not fully agree with this, as experience can be very valuable in a new discipline like digital sorrow. But the point is still powerful. Everyone thinks they have an expert opinion. A true expert opinion is valuable. Someone who thinks they have an expert opinion but don't but have a higher pay grade than you that's not valuable. That's when a quote like this becomes very important because one accurate measurement is worth more than 1000 leadership opinions if they don't have the experience in this discipline. So when it comes to data, let's underscore an important point. And that is when we talk about data were not specifically focusing on the numbers alone as though it's black and white. Most people seem to think it's just about the data, but it's not. It's about behavior here is, you can see are some of the ways that conversion optimizers measure, adjust and optimize a website. For instance, As we look at this list, you will notice how much of its subjective and inferred persona user research is a powerful tool. But it's not perfectly accurate, right? We're pulling out the most important beliefs and behaviors that relate to our product. Market and industry were interpreting heat, not being software like crazy eager Hajar. Again, we are inferring the motive of the consumer by their suggested behaviors. Based on the data notice, I continue to say it is centered around the user. It's the user who is purchasing. It's a user who is clicking or bouncing or behaving. Therefore, it's the user we should be studying now. By 2020 Customer experience will overtake price and product is the key brand differentiator , according to Walker info dot com, meaning tangible numbers are important but not the most important. We have to focus on what the numbers represent. So let me ask you, do you have answers for these questions on this page? Now I apologize. There's way too much text on the slide. I'm breaking all these design rules, but these questions nonetheless are very important. I would says. You pause the video right here and just write these down or take a look at these and try to answer these things like Is your website offering what your visitors air looking for now again, Loaded question. I get it. But are you optimizing for the right kind of customers? Is your website easily navigable and appeal emotionally? Can visitors find what they're looking for without any difficulty, or are there obvious pain points? Is there any distraction on your landing page that might be a cause of high bounce rate? Remember, less is often more. You don't have to overload users with all your info on one page. Try to make it appealing and consumable. How about is your website persuasive enough to lead your visitors into the conversion funnel? Or do you just have a lot of marketing speak? How about the question? Are your SETI is clearly visible and facilitating conversions, that is, Do they actually stand out? Do you lead people in a certain direction by obvious cues and signs, or is it fairly vague? Or is your content adding enough value in 18 visitors in making decisions? Right content is supposed to help people. Now, do you notice how these questions are different than what most leaders today ask? Often, I will hear questions from leaders or marketing leaders or executives. Like how many page visits did we get last month? Okay, it's important, but completely different than the questions you see here. Or how many unique sessions do we get or how many people visited our pricing page. Your landing page as if any of these numbers actually put food on the table again. I'm sure you can add in a dozen more similar questions, and I'm not negating them. But the obvious point is this. The questions that you see here on this page are extremely important. Therefore, C R O is important because these air c r o questions right. A higher user satisfaction rate equals ah higher conversion rate because confused users don't make for happy users or customers for that matter. Chire conversion rate equals better r A y. This is more cost effective than finding Mawr visitors. Plus it defends against the limited patients of your visitors. Alright, customer loyalty is waning and is being replaced today by a good experience at every touch point. So the question is, where do we start with all the possible issues out there, what issues do you address and in what priority? Well, honestly, this euro opportunities can be overwhelmingly numerous. So for now, let me just make a few overarching suggestions for possible issues and areas to start measuring during this c r O stage. First off is your website difficult to use or certain information hard to find right? What you can do is install heat mapping software, check out the click through rates and school rates. How are they? Are our users even finding the pages you want them to? Or it could be that your copy is just confusing or boring. Maybe it's got too much marketing or business hype that is maybe meaningful to you, but not to your users. Maybe it's maybe it's heartless, or maybe it's simply flat out inappropriate because it's tapping on the wrong buyer motivations. Now we're gonna look at this later, but this is where you contest different copy. Using a B testing software like Optimized Lee or Google optimized to see the click through rates or interactions, it could be your website design may not look credible or trustworthy. This is probably the point. You want to set some time up with the designer and have them come for your sight and make some professional recommendations. Or it could be. Most of the traffic you're getting is just unqualified, or they're just research and windows shopping. At this point in time, that is your marketing to broadly or maybe even to the wrong audience. Or it could be that your visitors don't trust you or believe your claims, Do you? Do you need more research on your website or experts you linked to or that linked to you? It could even be that some of your visitors may think your offer is not the best one at this time. For them, this is where you focus on your unique selling proposition. What makes you unique for your target market better than the competitors? It may be that you're forcing your prospects to go through an unnecessarily frustrating process to get what they want, so they balance or the exit. So you gotta ask yourself, Can you short in the process? Can you do in three steps what you're doing right now in four, Or maybe doesn't require only two steps to request a demo or to purchase a product? Ask yourself that question is every step necessary. Or how about this last one? This one can happen often. Your ads and links lead users to believe you offer a product or service. You don't in fact offer or you tell them all about a product benefit, and then you lead them to the home page. Or there's a distance between the ad copy in the actual landing page. You would be surprised at how these simple possible issues that I just mentioned here are far more common than you can believe. Most of the C. R. O that I have tackled deals with one of these issues or a variation of it 7. 3 Primary Methods of Data Analysis: our goal is to simplify the entire experience by making it more pleasing and satisfying. Now, due to the sheer amount of information our senses process unconsciously, everybody has to what they call, delete or ignore things their senses take in. Now, as humans, we process about 10 million bits of information every single second or so I'm told. But we can consciously process only 5 to 7 pieces of it now. Example of this is your left foot in your shoe or in your sandal. Now you knew it was there, but until I said it, you didn't consciously feel it there. Now you dio or the shirt you're wearing or a picture on the wall or the aroma in your office, right, you get the picture that's called delish in. We identify things exactly like that on websites. We want visitors to focus on just the right information. While everything else provides that clean, satisfying experience. We don't want people to get attracted to the unnecessary parts in a bad way, such as things that annoy them or confused them. In other words, we pay attention to and improve the bits of information that everyone else unconsciously filters out so they can focus on just the right bits of information. Now, each one of these barriers and pain points also would require a solution unique to itself and CR Oh, there is no one size fits all solution available that tackles every hurdle in the buyers journey. Like it or not, the only time you be able to take the appropriate steps to improve your conversion rate is when you know exactly what's preventing your prospects from taking the desired action. Non si r o. There are three primary methods of data analysis in order to get at the bottom of the possible issues and that is quantitative, qualitative and for lack of better terminology, the bad method. Now, these three primary methods that we're gonna look at of data analysis will help equip you during the measure stage of C. R. O. That we're going to take a look out later. Now, we've already seen two of these methods in our previous session, quantitative and qualitative. But let's let's go over this quickly. In light of C. R. O. Now, quantitative data analysis gives you hard numbers. If you remember from our last session, it gives you hard numbers behind how people actually behave on your site. If you haven't already, please start with a solid Web analytics platform, such as Google Analytics, and then move on to the other software we have discussed like Crazy Egger, Hajar optimized the kiss metrics, bright funnel and so on. Now this quantitative information will let you know where to focus your efforts, because not only will you see which pages are most engaged with and valuable to your users , but you will also start to see pages and elements and content that are not engaged with. That is areas where you were hoping for. A ton of interaction may not be getting enough, or you may also see confused users. For instance, you may see people on the pricing page who continue to click on the pricing button in your main menu. They may not even know they're on their pricing page. It's this type of data that you're going to start to gather during the quantitative data analysis stage. Now doing this analysis first. This kind of numbers first analysis is especially valuable if you have a large site with diverse content as it lets you know from a numbers perspective. Where to focus your efforts, right? If you got a 500 page website, you don't want to be wasting your time on pages that aren't very valuable to you or your users. But now that you know how users interact with your site, generally speaking, you move into Step two and look into the why behind their behavior. And that's where qualitative data analysis comes in. Now. Qualitative data analysis is a people focused method that could be much more subjective. It's not just black and white. There's a lot of great area at this stage. Now. The quantitative data analysis will help you identify who you should be asking it and what you should be asking them. Remember, you can optimize for all users so optimized for your ideal users, your ideal personas that is, the user is most important to have is a customer now the easiest. The most effective way to find out with missing or broken are confusing to your users on your website is just by asking them use on site surveys or user testing or satisfaction surveys. You're just trying to figure out what makes them tick. Why aren't they requesting a demo. Why aren't they downloading that resource? Why aren't they finishing the purchase process now? Using basic survey tools like the ones I just mentioned can help you a lot. Basically, these tools will enable you to determine what your customers really want by just simply asking relevant questions or asking them about their experience on using your site. Now, three simple questions you should be asking Your visitors is number one. What's the purpose of your visit to our website? Why are you on this page? Why are you downloading this paper, right? You're trying to find their basic intention. Secondly, were you able to do what you came here to do? Were you able to complete your task? Did you find what you were looking for? And then thirdly, if you weren't able to complete your task, why not write threes? Very simple questions. What's the purpose of your visit? Were you able to complete your task? If not, why? This is where you can get some really good feedback on some maybe pain points or confusing points for your website. Now, this type of qualitative data analysis helps optimize for conversions by providing information about users such as Why did they engage? Why did they originally decide to visit your site or navigate to a specific page? What about the page or product appeal to them? Capitalize on their responses? Or what do they think about your site offers that that makes you different from competitors ? Is there a feature service offered by your company that makes buying from you a better experience? If so, again capitalize on that information now. Now this is key. What words do they use to describe your products, services and the pain points they address? How would they describe your product or service to a friend? In essence, how do they talk about what you do? There are certain things that raw data alone can't tell you about what brought a user to your site or how to make their experience better. But when you combine this information with your analytics data, you can get a much better understanding of the pages on your site that present the best opportunities toe optimize and engage the audience you like to target. Now that leaves number three the bad method. Now this comes in many, many forms. Some of the not so effective. CR Ole Methods include guesses, hunches and gut feelings. Or it could be doing something because your competitors are doing it. Learn from your competitors. Don't copy them. I seen this way too many times or executing changes based on the highest paid person's opinion. Right? The hippo. This happens all the time. Well, that CFO says this or this VP said that or that director, Really, this is their sacred cow. Not a good reason to make changes on your website. Bringing some data right. We're supposed to be consumer centric. How about about getting as many users as possible, regardless of the quality or engagement? I see this all the time. Yeah, let's run this campaign because we're going to get more people. Well, more isn't necessarily better. You want more of the right type of people. Examples like these have something in common. They're not data driven, and mine is won't just be random shots in the dark. It's better to spend the time gathering and analyzing the data so you can create meaningful tests based on clear insights. It's like painting a room. I tell my wife this all the time. 80% of the process is taping, wiping, cleaning. Getty think getting everything set up the last little 20% is actually throwing paint on the walls. So to a C R O. Most of what you're going to be doing is gathering the data, analyzing it and then responding to it because nobody loves running random test that continue to fail to provide meaningful results. So to sum up these three methods, your decisions must be data informed, not opinion driven. 8. Data Tools and Tags: all right. First things first. As you saw on the Google sheet, make sure you have the right tools installed. Remember, the importance of gathering data is to know how well you are meeting your conversion goals and what you could be doing better. Now it's a bit challenging to optimize the right pages of your site if you have lots of unnecessary pages. So here are tools you might want to check out to help you spot the non performing pages or leaks that your customers your visitors air simply finding unnecessary. Now these air the perfect tools to start gathering data. I use most of them in combination. The best thing they help you track is how your users are going through your site and if they're dropping off at any point in your supposed funnel pages, the purpose of this course again is not to teach you how to use each tool, but why and when to use each tool. However, let me say this about Google tag manager GTM. Google tag manager lets you do a couple things really well. Number one lets you manage the tags or snippets of Java script that sent information to third parties on your website or mobile app, for instance. Each of these tools listed here can be installed by hand in the back end of your website, or it can be installed through Google Tag Manager. It's just much easier and seamless. Using GTM it's not flawless is just more seamless because if you have to change any of those tags or add new tags or take off tags and you don't know how to get into the back end of your website, and you gotta pay some Web developer or contact them or wait for a week or two until they can get to it. Google Tag Manager is simple tool to use, and you can do it on your own. But secondly, our events. GTM lets you easily add triggers on your website that tracks interactions, such as how many people played a certain video on your home page or pricing page, or interacted with my slider or carousel or view different tabs on my product page. You can imagine how important this information can be now, having said that, Crazy Egg and Hajjar will also show you all user interactions on a page, and if you like to spend money. Kiss metrics is better, in my opinion, at tagging parts of a Web page in GTM. It's, however, having said that GTM is free and GTM gives you accurate analytics of user engagement on your website. Now to keep better track of traffic, you should be tagging everything using you. TM tags now to build your own euro with you. Tm parameters. I would suggest you use Google's own you Earl Builder. You can just google that Google, your URL builder. An example of what it looks like is there on the right of your screen. Now you would use a tool like this to create the euro parameters that you would then be able to track in Google analytics. Now, although, as you can see here, there are six items at the most. Generally you would use four. Sometimes you would use five. Rarely do I ever see people using all six those, but you can if you want. Now you can see an example You earl on the left of your screen here, where I've only used three of the U. T. M parameters now on that form on the right on Google's Your elbow There. You will see the first form field is the website. You, Earl, This is the full your l of where you want to drive traffic. Do you want to drive traffic to a landing page to a product page a pricing page? Blawg post. Wherever you're going to drive them, just copy and paste that you Earl, into that form field. Secondly, is campaign source. This is where they came from. This is the refer that is. Where did you place this link? Did you place it on Facebook? Did you place it on LinkedIn? Was it on a partner website? Was it in Google paid search? That's what you would put right there just as basic as possible. You just put Facebook all over a case. No spaces. If you place on Google, just say Google unlinked unjust, linked in because you want to be as uniformed as prop possible when you're doing you Tim tags. Thirdly is campaign medium again? It's pretty straightforward. But if this link is in an email than this value would be email. If it's a paid campaign than just enter CPC or PPC, you're paid or whatever your uniform naming convention is, you can infer that it was a Facebook page or a Google paid based on the campaign source and medium combined. And then, of course, there's campaign name. This is the actual name of the campaign. It might be a date for you. It might be an actual code name internally. Whatever it is, this is your campaign name. And again, you want to make sure that your campaign name is synonymous with all other links after driving traffic using the same campaign. So let's say you have a spring launch. Well, this should all be one word. You can use an underscore for spacing, but you could say spring launch. But just make sure every link has this same spelling of the word spring lunch. Otherwise, your date is not gonna be accurate now. As I said before, there's two more fields you can see at the bottom form or granularity, especially when it comes to paid advertising. So my suggestion absolutely use the top four fields and only use more if you really need to parse the data better. Now if you are not tagging every girl on every campaign than this is an immediate fix toe have better data from here on out. That means before you write your next email, make sure you go to Google's Euro builder and just use this as your link. That way you can start tracking accurately now. If you're using something like Mail chimp or Hubs Spot or any one of these other tools, they will build a lot of this stuff already in. But if you don't think they are or you don't know if they are, just do this best practice. The reality is that we can all the better at gathering accurate data. In fact, Crazy EG, the number one heat mapping tool who should be a master at this kind of data gathering, realized that they, too, needed better information tracking. Here's what they had to say in a recent case study. We discovered long ago that our recommendations can never be better than our fax. Obviously, that's why they created this software. So it's critical to begin by gathering substantial visitor intelligence. And you can do this by using the right tools and implementing U T M codes on every link leading to your website. Suffice it to say the goal is to tag measure and then be able to analyze all user events both on your website and that come into your website. If you are not tagging everything accurately, then you're not going to have accurate data, and then your recommendations are not going to be accurate as well. This should be priority number one for you and your organization. 9. HOMEWORK: INSTALLING TOOLS: in this homework section, we're going to take a look at some common C R O and analytics tools that I personally use. But also, I suggest for you to use as well, some because many of these are free and offer free trials. Now there are thousands and thousands of technologies in the marketing stack. Today, however, I just whittled this down into these various categories just for your ease of understanding and use your not living to this by any means. You can spend a lot of money on software, and so I try to take the more free approach on DSO. If that's more your style than you're going to be inclined to some of this technology because remember the first thing that you have to do in C. R. O. And really your business, you general, is are you set up to gather data? So in this homework section, we're going to make sure you are set up to track and analyze any data coming into your website or other marketing channels. Now, first off is analytics. Every website should be running at least Google analytics. This is a software you actually install on your website with just a piece of Java script snippet. It literally is a copy and paste. Google Search Consul is something that you register for. You log into Google Search Council and then you attach your website, and this is the data that Google will give you based upon what they see in the service. And so when you marry these two together, Google Analytics what happens on your website and Google Search Council? What happens on the surface or the search engine Result Page Google Search engine. Then you're gonna have a wider view, a larger vision of what's happening with your website and how users air finding you and engaging with you. Full funnel tracking is really a pet peeve of mine. It's one of those absolutely necessary elements in the modern marketing world, but it's so difficult to set up accurately to track someone all the way from any channel. Be it social or email, or what have you tracked him all the way through? Let's say organic traffic. You track a user from Google search engine, they come to your site, they start engaging, they start downloading collateral. They request a demo and then they're passed off to sales, and generally that's where it ends for marketing. We don't see how many dollars are earned from a certain channels, right? You may remember this from session one. How important full funnel tracking is. Well, these three do it really well. A hub spot is hands down my favorite, simply because there are mile wide and kind of an inch deep there. Reporting isn't the greatest, the website technologies not the greatest, but they do everything it is social and email and form lead capture. They do it all, which means their technology speaks really well with itself, right? It's all done in house, and you can get some adults for as well. But full funnel tracking is something that I would suggest you aim for and maybe not Start off with, but at least aim for user behavior. This is great software because it can tell you how users air. Engaging with your website, you can track mouse movements. You can see there scroll rate average score, which you can see where on the page people are clicking. It will generate heat maps for you. And so it's just a great way to figure out. Are people clicking on elements like an image that's not clickable. We'll add a hyperlink to it and see what people are hoping to find. You're going to see where the score weight drops off. You might have a section on your website that just doesn't resonate and people don't stop there. We'll try changing that out, right? It's this idea of measuring user behavior and then a be tested and kind of creating this cycle where you see how users engage. Then you test something. Test 234 variations of it using some like optimized Lee or Google optimized website optimizer. There's so many of these. But again, I'm trying to keep it simple for you. But the end result is that you're constantly in this iterative process of optimization. Hence C R. O. And we're going to talk about that a lot more during this session now usability and UX testing. This is a nice way. Ah, nice tool. Really. I should say to have people tell you what they think of your website and you can ask different questions. You sign up, it doesn't cost very much money. But you could say What do you think? This page is supposed to communicate. What product do you think I'm selling? What do you think I want people to do? What actually do you think I want them to take? You can ask certain questions, and they'll give honest feedback. These air riel humans giving actual user testing feedback, thirdly, is surveys 36 leas surveys, and we've talked about this a lot. Right surveys is a great way to have your customers give candid feedback. It's also a good way to kind of invoke in them or evoke a sense of fear. So, such as Let's say, you have a software that your customers need. And if they don't have a software like yours, then they could face lean legal ramifications. So you prompt questions. Do you know the laws in your country or your state surrounding fill in the blank right here ? You're asking a question with a simple yes, no. But those people who don't know there may be legal ramifications or that really, is that important. It may invoke in them a bit of a sense of emergency. So again, a great way to have little toaster actions it would pop up in the general. The bottom right corner. You can have them fly in or just fade in whatever. But it's usually just a little questionnaire. A little box. Andi. Once they click a little down arrow, like on the toaster action, it just won't pop up again. But it will. It will hover down there. We'll stay in the bottom right section of your website, and lastly, is data tracking. We're going to look at this much more in depth later, but this is the ghoul. You are L builder. This is where you can do you tm parameters, for instance. And it's just at nice little tool that Google has built for you to create you RL's that you would then paste onto things like e mails or partnership websites or social. And that way you can simply track in much greater detail what these clicks about, where they coming from, what campaign is it for? And it's simply going to help your analysis. So again, there is a lot more analytical tools and Siara total tools out there on the market s CEO tools, for instance. But these are the ones I would start with at least have these up and running on your Web site. Like a couple of these, you can double up like Hajjar. You've taken care of user behavior and surveys. Definitely, obviously have Google analytics and right away Start using the Google. You are all builder, and then you can start adding these over time. When you get to this stage of wanting to a B test, maybe you've created a new site and you want to see what people think. So take this in stride, start with a few of these right off, and then I add overtime because you can definitely pay for a lot more than just what you see here. 10. Important KPIs: So after installing the right tools and gathering accurate data finally, secondly, as we looked at earlier, you should have a primary measurable goal in place for your business. Overall, let's call it total conversions and goals. Now your total conversions is the number of people who did. Whatever it is you have defined is converting that has made a purchase, subscribe, joined or whatever. Now most of you will have this information on hand. Make sure it is readily available for everyone to see and comprehend, because without this baseline, you're unable to define future success. That's why it is, and it should be a main priority for organizations. But there are many more KP eyes that we should be analyzing other than just total conversions. As important as that is, there are things like conversion rate now to get your conversion rate, this should be a review, and this should be fairly obvious. You simply divide the total number of conversions by the number of visitors to your site, right. For example, a site with 5000 visitors and 50 conversions has a conversion rate of 1%. Now your balance rate is another great metric, and that is the percentage of people who leave after viewing a single page. Ah, high bounce rate is not a good thing. For whatever reason, people aren't finding what they're looking for, so they leave almost immediately. You can see why this is an important KP I to be measuring specifically on a page by page basis. Another metric, like bounce rate is one called exit rate. Now, exit rate is different. Exit rate is the percentage of people who leave after viewing the page. Your exit rate lets you know the last page that users view before they move on. Now, a very high exit rate on a specific page can be a red flag for that specific page, that is, people were really turned off by this or they were confused or this was exactly what they were looking for. And it confirmed they don't want to buy from you or it could be. I'm gonna come back tomorrow in and purchase from self. Make sure you don't read too much into these numbers, but make sure you do know the numbers nonetheless. Now there are other engagement metrics just is valuable, such as average time on site now every time a side of users gives you a general idea of how long people are sticking around. Ah, high bounce rate means a low average time on site. Visitors aren't sticking around long enough to do whatever it is you want them to do again . You got to keep them on. You can't read into this too much. Make sure you block your internal I P because chances are you're going to spending a lot of time on your website and really throwing this metric out the window. Similarly, average page views is another engagement metric that tells you how many pages the average visitor went through before leaving your site. More page views can mean more engagement, but also convene a lack of clarity in your conversion funnel if there is no conversion. So again, make sure you analyze this data accurately. If you go from to average page views per user up to five or six, then chances are people are confused. But if you go from three down to one, then chances are people have just aren't interested in you now last but by far not least on this list that I have before you is CTR or click through a now click through rate like events are the actual interactions a user takes on a website. A button click is a click again. Your goal is understand. The motive behind the behavior is behind the clicks behind the engagements that we see in the data. We want to understand what delights and deters the user from taking the required action. So if you don't know where to start with KP eyes, just use these that I have listed before you. These air the generic overarching ones. You can obviously bring in some of your own and maybe even dismiss a few of these on the list. But if you have no idea where to start, start with these. Start measuring them, analyzing them and reporting on these metrics to see improvements or changes in trends over time. 11. Funnel Pages: now, before we wrap up the measure section in C r. O. I want to answer this question, and that is what's a funnel page? You may have heard that term thrown around. We throw it around this course quite a bit, so I want to take just a second and define a funnel page. Now, simply put, a funnel pages a Web page in your site that is necessary for a user to go through in order to hit a goal. For example, at payments page is necessary for a user to finally be able to complete a check out so the payments page is part of the check out funnel. It is therefore considered a funnel page, right Rocket science. Once you're able to gather your websites user behavior data, there's no reason for you not to find out which pages need improvement, preferably funnel pages first. Now a helpful tip is check out the exit rate of the funnel pages on your site. People who are leaving your site and accelerated rate on a certain page. Well, that's definitely a leak, and so was I have heard many, many times before in his eye shares. Well, fix leaks immediately, especially if it's in a funnel page. You don't need any more data to tell you that there's a problem. Try to see if there's some may be obvious issues to the page that are important to you in the buyers journey. It may be that you have a broken link and they just can't get through. I have seen this before, and it's happened to me before. I get so involved with the content in the layout and how beautiful it looks and the messaging that I forget Does the link even work? Can people even get to the destination that I'm trying to send them to remember? Links happened when a visitor wasn't really satisfied in their experience using your site or couldn't even get to where they want to be. So, to be fair, kind of covers a broad spectrum of reasons not being able to find what they thought they would. Finding themselves stuck in your software with a broken link being led to a broken page from a broken link, and the list goes on, that could be a host of reasons. So you want to analyzes data through Google analytics or whatever software you have and then start to analyze the pages in order of priority. That is figure out. Why aren't people going through? Can you? Can you? When you go through your own process, work through it, Does it make sense? Sit your grandmother down or your mother down. Oh, our friend down and say, Hey, I know you may never seen this section of my site, but I would like to see how you interact with it. He would be surprised at the amount of information you get from family members. They just don't seem to hold anything back, especially if they think you're site sucks. So you see the link of the bottom here, you can find the exit rate of your pages using Google Analytics. It's just under the behavior section. So pull your report. You can do it in 30 seconds and just start analyzing. Maybe there are some funnel pages that are leaking. So again, the recommendation is fix leaks immediately. 12. HOMEWORK: DASHBOARD & REPORTS: in this homework section. I want to go over the Google Analytics dashboards and the Google Analytics reports that we have generated for you. Now you can click on these and you can attach them to your specific Google Analytics account. And so these dashboards are already pre built. We have used these for years. We've optimized them, continue to improve upon them as well as custom reports. Now, as you can see here, let's let's start with dashboards. Actually, let me use this as an example. This is a typical dashboard. I got this from analytics. This is just emulated is a great website. If you haven't been there, please go there. They've got a lot of great tools for you to use, but this is just a great image of a typical dashboard you can start seeing right now. Real time. Who's on your website? Riel? Time page views real time active users where they coming from in the U. S. Revenue by metro. Right, because there's is this revenue section here. So this is this is a really nice just quick overview. What are the device categories people are using mobile versus tablet and desktop. This is what a Google Analytics dashboard is like. Now we've created custom ones for you over across all these different categories. There's the typical overview, which is your quick snapshot. So maybe you look at this once a day or once a week, but you know that you have a bookmark somewhere in your browser that you can just click to and then see this custom dashboard. But we've also included all these others, and you can. You can include all these in your own Google analytics account or just a few of them. Let's say you're really running on social media and Google AdWords. This is really valuable information to see just a general snapshot. How is your Google AdWords performing? Where are people clicking? What's their engagement like, What's the bounce rate? Like some, like Seo is great for organic. We're gonna go over s CEO in the next session, but I want to include all these dashboards here for you to install now so you can start taking a look at and giving familiar with what a leader should be looking at. I'm not having you go in. I'm teaching you Google analytics and all the intricacies of segments and filters and all the admin features. But what you should have are just basic reports. Plus, it makes you look good as a leader to say, I've got my own dashboard reports and built out in Google analytics, where you can dive in a little bit deeper and generate custom reports. Now Google Analytics is really a set of hundreds of different reports that you can then analyze in tweak a little bit. Well, that's what we've done here. We found the most important reports, the most valuable, at least to me, and then we've included them here. For you. They are even tweet. They've already been edited such things. Like all traffic sources, this is a fun one hour and day. What is the most popular hour in the day for your website? How about day of the week Internal site search If you have something like that. Popular pages versus popular landing pages. These air the pages people landed on when they came to your website versus just pages in general. So include each of these. All you have to do is click here, click on each one of these reports and each one of these dashboards and they will be included right into your Google Analytics account. Or you can just come to the solution gallery and you'll see actually all the dashboards right here. So have fun with this again. It can be overwhelming. So I would suggest you and stole all of these. First see which ones you would use. Maybe you don't use all of them. You can still keep them in your account. It's not gonna hurt anything, but just take a look at him. See if you can't start understanding that comprehending the data enough to start making informed C r o decisions. 13. HOMEWORK: SEGMENTS: I wanted to share with you another tab here in the homework section for sorrow. And this is the Google Analytics segments Now, just like the custom dashboards and the custom reports, we've also included Google Analytics segments. Now, remember, when you're looking at a typical report in Google analytics, you can look at it for all visitors or specific visitors that have certain attributes about them, such as converters. One visit versus two visits versus three visits. I find this valuable to figure out how many visits does it take before people convert, you could do something like customer versus prospect, right? If you have a log in page on your home page or log in button on your home page. Well, you want to exclude all this traffic because it's just going to ruin your numbers for C. R. O and all your testing down the road. So you want to remove customers when you're taking a look at your prospect traffic. This is just a browser one. I find this one fascinating. Who's using a really old browser? I work with an organization that sells to government agencies, and you would be surprised how many people are on i e nine. Yes, this is from the many, many years ago I e. Nine or less. And so this is just important. Nonetheless, uh, this is a good one. This is based upon the demographics, and this is just millennials. So based upon the age, you can dive down further. You can change us up. Uses as just a baseline, right Uses has a baseline for generating more segments. So you say, Well, I'm not interested in this. I'm interested in people 65 older or maybe 49 to 59 or whatever the case may be. Use this segment as a template to build out more. Same thing with this. Who's on Chrome browser versus safari. Or you can even go the country route or the regional route. So uses Install all of these just by clicking on them again, installed them into your own Google Analytics account, but then start generating more. Take a look at what I've done in here and in my Google Analytics account, I have about 101 120 different segments for different organizations. But just because I like to dive in different angles depending upon what I'm testing what I'm looking at, and so take this as just a baseline. You can find a lot more custom segments online for free. Just type in best Google analytics segments or suggested a CEO, Google analytics segments whatever the case may be, and you will find a whole bunch of these that you can just add to your account again. If you add too many, you don't really know what. Therefore chances are it's gonna be to overwhelming, and you're not going to use him. So start off with something simple like this. You don't even have to have all of this, right. Let's say you want to figure out who converts after three or four visits on Lee. Keep it simple, use them, get rid of the ones you don't use and then search for ones that you think you might be able to use down the road with future testing 14. STEP 2: ANALYZE: So now that you have measured and analyzed the most important interactions in KP eyes on your website, what specifically are we looking for? Well, let's jump right into the punch line. Here are the five most important areas to analyze when it comes to sorrow. Now quick, let's do a high level overview. First off, set up and review your goals. As we said before, if you've you have not set up define goals and are measuring them, then there is no way for you to define success. That should be fairly obvious by now. Secondly, look at your traffic sources and enlist them by gold conversion. Since you already have your goal conversions. Next step is to divide them by channel. This allows you to see which channels are working, which are not. Thirdly, look at your top entry and exit pages as you just saw a couple lessons ago. Fourthly, look at balance rates on your top entry exit pages. This will help you understand which pages air successful in which ones are disappointing again. You will have to infer motive from the user behavior, for instance, just because a block post receives a high bounce rate does not mean that's failing. Blogged post in general have very high bounce rates. People are looking for an answer on a search engine. They find it on your blawg, and then they go back to look for something else. However, if you're pricing pages, ah, high exit rate. This may be something you want to dive into. More number five set up in study your gold funnels. Now, as we saw in Session one, setting up your gold funnels will help you to start to identify areas of weakness that can be optimized in the funnel. Now here's the why. Behind the Web at a top level, you're trying to find out what parts of your site work the best and what parts don't work at all. For example, do more than 10% of people in your funnel drop out on a particular page? Are the bounce rates on your top landing pages over 40%? Do you do any of your pages? Have exit rates over 20% or what? Traffic sources are performing well and which ones are not performing well now there's a lot of great areas in here is well right. Some work really well, some don't work at all, and there's a lot of in between you have to prioritize based upon the value of the pages. Now there's a lot more you can learn from your analytics. But these were just some excellent starting points on the road to improved conversions now , although we have already defined balance rated exit rate from kind of a high level in the last session of C R. O. During the measure session, I want to spend some more time just diving in deep here because there is a distinct difference between exit rate and in bounce rate, and it is important when you're analyzing data. Now an exit rate is specific to each page Is the percentage of people who leave after viewing the page. Your exit rate lets you know the last page it users view before they move on from your site . Now very high exit rate on his business page can be a red flag. For example, if your product tour page that details the benefits of what you sell has one of the highest exit rates, you are likely not connecting the true value of your product with your visitors. Now you're bounce rate is different. Your balance. Rated the number of visitors who leave your website after visiting a single page on your site. That's the primary difference. Exit rate is where they left your site after viewing pages. Plural, that is, they were on a journey theory website. They visited 234 or more pages, and then they left. Exit rate is the rate at which they left. That last page bounce rate is where they landed on your website and then left your website on the same page without going anywhere else without visiting any other pages. Now the higher your bounce rate, the lower your percentage of engaged users. Your bounce make can be affected by your page, such as blawg, but also by the quality of the traffic coming to your site. Now you can see the different ways that a user leave Your sight constitutes a bounce here on your screen, for instance, they hit the back button obvious or they type in a different girl. They close the window or tab, or they click on an external link or even a time out. Now remember, any time a user lands and leaves on the same page is a bounce. Your goal is to keep them engaged and entertained across your site. So if you got them to land on your page, how can you keep them there? How can you entertain them? Where do they want to go from there? Where can you send them from there? Now, each page has its own bounce rate. But when it comes to C. R. O, initially, you probably want to look at the bounce rates for three main pages. First off our landing pages that you're sending paid traffic to through ads, you need to know if your landing pages are resonating right, especially that you're spending money on them. Secondly, our pages where you're attempting to make conversions happen Since these pages are where major conversions happen, you just want to make sure they're helpful and useful. And thirdly, high traffic pages. That is pages at most of your visitors. See now high traffic pages are important because they often answer questions and declare benefits and engage users. If this is not happening, then you've found a leak in your funnel. But if you do come across high bounce rates, there may be a few common reasons. Why now? As you can see, this is not an exhaustive list, but hopefully this gets some creative juices flowing in your mind so you can start to think about. Maybe this is the reason why people are bouncing. Now, if you do have users that are bouncing, one of the primary culprits could be that your website is just visually unappealing. It could just be kind of disgusting colors or a really poor layout and just is confusing people. It could be that your website's difficulty use you might have too many menu button items or too many images, or just too much text and really bad flow through your site. Or it could be that your website doesn't meet user expectations. For instance, if your target audience is a group of engineers, but you've decided to put some really cute see artsy effect on the home page, it might just turn them off and think, Oh, I'm on the wrong site or this doesn't make sense to me. It could be that the people coming to your website aren't the right people. Remember, Getting more people is not what you're after. It's more the right kind of people and you may be spending a lot of money on ads or on boosting Facebook posts. But if it's bringing in the wrong people, then that's going to be translated in the high bounce rate. It could be that there's no called the action. You send people to a really great piece of content on your website and then what? You leave him hanging? You don't direct them to the next step, the next stage in the journey in the process and where we spent ah lot of time looking at that during the belief framework, and we're going to be spending more time during the content lesson later on, it could be that there's just too many called the actions. Maybe you got C t a happy, he said. I'm going to appeal to every persona and every target person that comes onto my website and that just confuses people. Remember, each of these issues has a unique fix, so the primary point I want you to take away is we simply need to be asking the right questions so we can start providing the right solutions and increase our c r. O. We need to move away from the scorecard lagging metric mentality that says, If we have low numbers than we need to do more wrong, we need to be asking smart questions that answer. Why are the numbers low and how can we improve these numbers So again, Not an exhaustive list, but hopefully you can start seeing that these air the questions you need to start asking when you see a high bounce rate or even a high exit rate on any one of your primary Web pages. 15. Funnel Touchpoints: another area to analyze the data are the touch points in the funnel Now? We discussed this briefly in session one, so let's go over again. If this is an actual funnel on your site, what challenges do you see? How about the low conversion rate from sees? Add two clicks on add. This may be an obvious area to ask questions like Are my ads targeting the right audience? Do my ads resonate with the right audience? Do these ads work on the platform that I'm putting them on? Remember, each platform has its own unique style, so played to the strengths. How about all the touchpoints? Do your users have to interact with every page, every touch point in order to convert? Sometimes? Yes, sometimes no. If this funnel is for mobile visitors, then remember the golden rule of mobile. Calls to business are worth three times than a visit to a website. You can do away with a leaky landing page by simply directing mobile users to a phone number. Or can you bypass some touchpoints with Google? AdWords calls extensions. Phone number on ads, Facebook lead ads linked in lead at mobile forms. Remember their smaller so do the forms need to be shrunk down on mobile? The goal here when you take a look and start to analyze the touch points of your funnel is to reduce the friction for the user. So when it comes to touch points, the two primary questions are. Is it necessary? And are each of my touch points delightful? Now delightful isn't a word I usually have in my vocabulary. But please, please ask yourself this question. None the less. If this next page in the funnels unnecessary, Is it delightful? Are you bringing a delightful experience to your users? Are they engaged? Do they enjoy themselves? I have cancelled out of more shopping carts than I can count, simply because it has been such a bad experience. Even if it's been just a poor experience, I will cancel out of it because it says a lot about the company Number one. It says they're not willing to invest a lot in me by designing a better check out experience, but to if they're not willing to invest, how can I trust them with my credit card information, right? It speaks a lot to their trustworthiness Now, Please don't forget Internet users are becoming increasingly discerning and picky. Therefore, this remains one of the most important questions today. We simply cannot neglect user experience anymore. Let me illustrate. Now, let me ask you, what do you think of this Web page with all the wonderful colors and font sizes and check marks and buttons and whatever else is going on on this page? I love this part. You found it. You're right. I absolutely did find it by searching for the worst landing page ever. You see if everyone hippo included that his highest paid person's opinion has input all on your landing pages air on your website design, then your pages will be a Frankenstein of everybody's input, just like this. Now this is your landing page, then take heart. There is a way to improve this Look, try this segment. Your visitors survey them and ask them questions like what would make you more likely to sign up? Or what are your biggest objections? Or or how about this? What made you take the free trial or what caused you to cancel your subscription? What's been most valuable to you? The point is, get into their brain not your brain. If you internally say we're going to be the design experts and we're not gonna ask our consumers, then you're gonna have a Web page just like this. You have to get into the brain of your consumer because you're not the consumer. Your the product owner. There is no replacement for qualitative data direct from your target audience. Now at its most basic level conversion rate, optimization is simply finding why visitors aren't converting and fixing it rather than a series of guesses and hunches. C r O is to be a process of diagnosis, hypothesis and testing. Now, all those this example that you see here is obvious. There can be lots of barriers to conversion that we simply do not see or think about. Here are some of the typical conversion barriers that I see on a regular basis. To start with is your C T a. Your called the action clear and easy to fund. Does it answer the question the user has? Are you trying to force them to do something that they're simply not ready to do yet how your graphics are the relevant? Are they well placed on a clean and are the unique or are they distracting an overwhelming in number? I've seen this way too many times. People get graphic happy and it's just a noise. It's a sea of graphics. Do you have a lot of unnecessary or maybe misplaced or not yet necessary? Text? How about usability? Can users easily search your site for what they're looking for? If you're in e commerce, is it easy to complete your check out process? How many pages and clicks does it take to complete the key conversions you're measuring? Is there a mobile version of your website or is your responsive version beautiful? Remember, keep your navigation, registration, contact, payment. All of these things keep them Uncluttered and easy to find in operate. Or is it clear to your visitors that their security is your top priority? Is it easy to trust your website at the most basic level? Have you even secured your you Earl or search engine optimization seo. Are your seo efforts up to date? Accurate? Relevant? Are you Are you using accurate titles? Relevant keywords. Improper made a data that resonates with your surging audience. Images should have correct names and keywords should be used properly, right? I mean, this is basic S CEO, but it can be a big turn off. Such things like titles title should be clear and descriptive. If these items are not relevant, people may be coming to your site looking for something you don't offer, while those who seek your services are unable to find you. Now, these techniques work back in the nineties when we used to keywords stuff every area of our pages, including the Medic keywords. But gang, that doesn't work any more. That goal is to make sure every element is necessary, beneficial and to the best of your ability, perfectly implemented. How about customer testimonials? Customer testimonies simply lets visitors know how happy others are with your services. Testimonial show that you have other customers and that they are happy that they have enjoyed your service or your product. People love to read reviews today, and that trend is only increasing, so make sure you give them simple, short and powerful reviews. It's always better to have someone else brag about you. Then you've blowing your own horn. So implement customer testimonials. People may be looking for them on your website. They don't see them on your website so they bounce from your website. How is social proof? Social proof is a powerful conversion rate driver. Social proof is key if you don't have social proof than you may be missing out on a huge swath of your market, especially with the early and late majority groups. Well, you may be asking, What is social proof? Isn't that customer testimonials? No, not necessarily. It's stuff saying we have 3000 happy customers are we service 45 cities or this is how many employees we have. It's a way to simply show to your audience were popular. People love us and you will love us to now, as you can imagine again, there are many, many more barriers to conversion. But these are just some of the ones that I constantly come up against again and again. People using really poor stock photography that just looks cheap and it's misplaced. And it's not the target audience in the stock photo or I see things with unsecured girls or poor CEO. These are just some things again to get your juices flowing when it comes to conversion barriers, you just got to go through at least this list, if not more, and start making just a checklist. Do I have the proper CTS? Is my usability in place? Do people actually trust me? Am I a trustworthy looking website, or would I not by from my own website again? Once you've gone through these lists of barriers to conversion that maybe start coming up with a few of your own to help identify possible barriers to conversion. Remember, the goal of analyzing the data in this stage of sorrow is to find the leaks in your funnel and then ask these important questions. Is it helpful or even necessary? Is this stage necessary in the funnel journey? Secondly, is it a delightful experience? Is it beautiful? Does it make sense or is it confusing? Is it frustrating? Is it not entering the right questions? And if that's the case, how can I improve it right? If you continue to ask these three questions about every stage, every element and every piece of content in your funneling on your website, then you're going to naturally start to draw your own and correct conclusions. Keep in mind you can't do this isolated from your consumers. You have to bring them into this process. Ask them. Did you find what you're looking for? Was it nice? Did it make sense? Did you understand it? Did we lead you to the next stage? Appropriately? So get asked these three questions of your consumers about everything you're producing and you will start to draw the right conclusions. This is why both qualitative and quantitative data play a big role during this stage. Now, although you can dive much deeper, answering these three questions will set you up for the next stage of the C R. O feedback loop, and that is strategize. 16. STEP 3: STRATEGIZE: The third step in the C. R. O. Feedback loop is strategized Now that you have gathered data in the measure stage and it started to outline the large list of areas to optimize in the analyse stage, we now come to the strategize the third stage of C R. O. Now consuming CR Oh, there are two primary stages of strategy. The first stage is hypothesis, and the second is prioritized. 17. Hypothesize: Since you have already analyzed the data and insights and have learned how customers behave on your site, it's time to brainstorm a variety of different testable hypotheses with the help of these questions. In light of the data, what does your website appear to be lacking? Secondly, what key pages of your conversion funnel on your site have the highest exit rate? And thirdly, what ideas are you going to implement to improve this certain page? This is the brainstorming phase. Now there are two ways to arrive a testable C R O hypothesis by using deductive thinking or inductive thinking. Now I don't want to get too heady, but let me let me just dive into the definition of these two really quickly with deducted thinking you were starting with observing your visitors. You start to see a pattern that's common among them. This usually comes out of the analysis stage and then riding down some questions based on what you observe, that you conform into a testable hypothesis. So when you think of deductive, think of these four things observation, looking for patterns, developing a tentative hypothesis, and then you develop your theory in that order. This is how we have modeled the C R O feedback loop, but it's important to note it's not the only way to arrive at a hypothesis. The second method, The other method, is inductive thinking now with inductive thinking. And you're starting with the theory up front, usually from intuition or an already solid understanding of the customer and some of you and your industries. You you have a really good understanding of your customers, and you could develop theories right away. They're fairly sound theories. Then, using observation, you confirm that your theory is worth testing, which you'll finally form into a hypothesis to test. And so the four stages in inductive thinking is theory first, then I pop Asus, then observation, then confirmation. Now you can see the obvious downfall of this method. If you start with the theory than sometimes we try to find the numbers that substantiate our theory. Now I have been involved in more than one team that loves is cherry picking methodology. In order to prove our opinion, that is, we put our opinion a reputation at stake, and we have to somehow prove it. And so we find the numbers that substantiate our own theory. However, if you're working with a team that you trust, then this could be a great way to brainstorm some ideas that help narrow down your sorrow before you begin the process. In either case, deductive or inductive, the question comes first. That is, before you make a hypothesis, you have to clearly identify the question you're trying to answer. Remember, C R. O is a discipline that is scientific but not perfect. You're trying to solve a question that you probably don't immediately know the answer to write. If we knew what was immediately wrong and how to fix it perfectly every time, then we would be operating as autonomous beings who build websites for robots. The reality, though, is that the combination of your audience, your website and your company are unique. The hypothesis stages you simply making the best possible educated guess at what can be improved in your conversion funnel. Now, if you remember from your school days in science class, you may remember that a good hypothesis is made up of certain elements, and those primary elements are the independent, variable dependent variable and control. Now the independent variable is the one that you are going to alter or change throughout your experiment. Identified usually after the word. If, in a typical hypothesis, for instance, this come refer to a title, a paragraph of text or a CT A. We're going to expound on this more. But let me go through these definitions quickly. Secondly, is the dependent variable. That's the variable you are measuring identified after the word. Then, in a typical hypothesis, it also includes the operational definition of how you will measure your dependent variable . Think of things like click through rate, scroll rate, time on page bounce rate. Those aren't things you're changing. Those are things you are measuring, and so these are dependent variables. Third is control, and that is kind of baseline. This is what you're using for a comparison. It's often referred to as the original. Now the control condition could be thought of as the normal or current condition that you want to improve from. So let's take a look at a sample hypothesis to see how this works again. If you're familiar with your old middle school or high school days, you probably have seen this, at least in this version or some similar version many, many times now there are a few things you need to know when developing the hypothesis. The hypothesis suggests an answer to the experimental questions. That is, it's an educated, scientific guess, taking into consideration the background information you already have through experience and or research. Remember, you are industry experts. You have a product, you have a service, you know your customers. And so you take all of that background experience into account when you develop your hypothesis. Secondly, a hypothesis is a proposed statement. It's not a fact. It's just a proposition. Thirdly, it's made on the basis of limited evidence. That is, yes, you do have some knowledge, but it's not perfect, which is why you are going through this process the C R O feedback loop and you're developing this hypothesis. Fourthly, it can be proved or disproved. That is, a hypothesis has to be something that you can like a B test, for instance, and you can say yes. The hypothesis proved to be true or not, or we need further testing. And so number five is usually I had. Apotheosis is usually used as a starting point for further investigation because you may lose or win the A B test. That's okay, because the primary purpose is to learn and to constantly improve. Remember, the reason we call it a C R O feedback loop is because it's a loop. It should never be ending. You should always be improving upon your content upon your design upon your campaigns in your delivery in your tactics, because your customers and constantly changing your markets constantly changing. There are constantly new competitors that are being introduced. So as you see here again, sample hypothesis. If independent, variable, then dependent variable because, well, your reason what? That's the summation of a hypothesis. A simple one but a hypothesis nonetheless. And you can actually refine this simple hypothesis a bit more. This is one that I use. Often I am going to be changing this element. Fill in the blank from blank to blank will increase or decrease a conversion metric. Very, very simple. So a sample hypothesis would be this If I add a demo request form on the footer of every page than the conversion rate will increase by 20% because of the improved user experience through reduced friction. Do you see do you see what I did there? I talked about a conversion metric. I was gonna change from one thing to the other. I was gonna introduce a new element, and there was going to be an increase in that stated conversion metric. So when you begin to write hypotheses such as this, here's a helpful checklist to go through Number one. Make sure the hypothesis you are developing that your writing is riel. Does your hypothesis focus on something that you could actually test? For instance, in that example, I just gave I can test adding a demo request form in the footer. That's something that's logical. It's practical. It's riel. Secondly, though, make sure it's something that's gonna have a really impact. What impact will this recommendation have on the business? If the answer is, you can't tell that it's probably not a good idea to test find something that is going to have a really impact or how many things will change if we tested this idea. If the answer is a lot, then you have a lot of hypothesis toe work through. Make it simple, but make sure that simply hypothesis has riel impact. Number three make sure it's testable. Is there enough traffic to test your A B test or this hypothesis? You contest low traffic pages, but the approaches generally different. Number four. Make sure it's measurable. How are you going to measure the results? If the answer is, I don't know, then you probably should do some more research and find a conversion metric or any sort of metric that you can have as a baseline in order to see if your hypothesis is successful or not. Fifthly evidence. Is there evidence to support this idea? If not, choose another thing to test that you do have evidence for meaning. Just don't make something up, because the highest paid person's opinion says you should be testing this. Your job may be on the line, and so you probably should. But is there something that you do have evidence to say? Yeah, here's a drop off point. We have a high bounce rate or high exit rate. We have a low conversion rate on these final pages, and so we need to test some things here. In orderto have the greatest amount of impact. Number six learn. Will you learn something even if your hypothesis is in correct, right, because if your hypothesis incorrect will, hopefully you have learned something, you learned what not to do or what to avoid, not just there but across your website. So some quick, simple tips is. Make sure you always write down your hypothesis, and when you do make it clear, use simple language. This should be something you share not just with yourself, but with your entire team or the people you're working with. It should also be something that you can look at a year later and know exactly what the purpose of this hypothesis was. Four. Remember the point is that you clarify to yourself and others your thought process and the why behind what you are doing. In other words, if if someone was to ask you why you are testing, changing or updating, you have a simple, clear answer based on at least some sort of data. Plus, it simply makes this process that much more scientific, which is always good. So then, once you've come up with a series of hypotheses based on data and experience, then it's time to prioritize your optimization efforts 18. Prioritize: As we said at the outset of this stage of the C. R. O feedback loop, prioritized is the second step of the strategize stage of the feedback loop. A lot of words, a lot of complication. I get it. But strategize has two primary stages. First off hypothesized, which we just looked at, and secondly, prioritize now, as you understand, the reality is you cannot optimize every area of your side of the same time, right? So when you develop your hypotheses, you then have to prioritize the hypotheses. Now the four tips you see here show the most important elements for filtering and prioritizing. Firstly, you will typically want to begin optimizing the portion of your conversion funnel that was Steve's the greatest amount of traffic or generates the greatest number of conversions. Other potential places to start prioritizing include your highest value pages. For instance, if you have multiple products, will start with your Maurin important products first, right? It's kind of common sense or pages that are significantly and obviously underperforming compared to the rest of your site. For instance, if you have four primary pages on your website and the pricing page is way under performing well. Biological reason. That's an important page, and therefore you should probably start with that one Now. During the prioritize stage, you will want to, firstly, think of key website pages or your funnel pages. They should be fairly obvious, as you probably spend most of your time editing these pages Don't probably, I would say, avoid things like the blonde pages or certain resource pages that just don't get a lot of hits started. Start with the most important ones. It is important to remember that even though your about us page may need a lot of optimization, it probably doesn't play a large role in convergence Now, an example of primary pages that fits within one or both of the 1st 2 keys listed. Here are your home page pricing page or your requested demo or similar landing pages. Optimizing these key primary pages first will often yield the greatest return on investment , but also think outside of your website as well. For instance, if your Facebook pages where you garner the highest quality leads, then this may be the top priority for optimization. Your goal is to research and study how to gather the right data and implement the highest value changes for each specific platform. Again, the point of prioritization is improving the areas that can have the greatest immediate impact on your conversion goals. 19. HOMEWORK: CRO WORKLOG: in this homework section, we are going to build out your C R. O tests. Now, whenever you create a test, it is important to keep a backlog of your tests because you want to see if things are getting better or worse. You also want to keep a record of what you've already done through. Maybe you don't repeat tests or you learn from them over time. It's also a great thing for a leader tohave you should have this. So if someone comes up to you, says what are you doing or what tests are you running? Or for someone on your team who is actually running the tests? You can have them fill out this information so you can look at it as a leader and say, Yeah, things are going well and we're on a regular cadence of running the C R. O tests. Now, let me just run through this for you again. You can create more columns in here. You can delete some if you find them unhelpful. But I've really pared this down to the fewest amount of columns that are still gonna be helpful for you as an organization. Obviously, the date When is this test going to start? And so you would prioritize by the date. The status of the test is simply what's going on here. So you put the date out here most of no, not gonna be started, but then you can launch them complete. Maybe some are pause because you said no, Another one took importance. Let's see your running a test on the home page. You started it. You're running it for three or four days. You don't have statistical significance yet, but then you realize while there's something else, I need a test that's much more important, posits one That way. You know what's paused? What's launch? What's completed. Still on now these three columns here are really a way for you in your own words. They don't have to be super fancy, but just in your own words, to answer these three questions, Number one. What are the questions? Prompting the test. What's going on? Do you? Do you think that you could get a higher conversion rate? Do you think people are dropping off the bounce straight to high? The exit rate is too high that the messaging needs to change that. The images are too ugly. Whatever it is, put it in here in your own words. Here's the hypothesis. Now, as we just went through the hypothesis, I created a sample. One appear for you. This is from the video, of course, and you can copy and paste sister to create your own. But basically what you're trying to do is create a hypothesis here that says we're gonna change this element. There's one thing on this one page. It is originally this, but we're going to change it to look like this or be like this, or the messaging is going to change whatever it might be. And it will increase or decrease, um, and then throwing your conversion metric. We're going to see a 15% game again. You're not gonna nail this first time, but hopefully over time, as you run more more of these, you're gonna be able to create more, more accurate hypothesis, especially if you start to understand your target audience and their behavior. Now, this is just the proposed test description. This is where you say on this page I'm going to change this button text to say this instead of that, or I'm gonna introduce a whole new section on this page because I don't believe people are being satisfied by the current content. Whatever it is again, in your own words, keep it simple, but make it explicit. Now, these three is simply a way for you to prioritize your sorrow tests. First off is the impact. Is it going to have a low medium or high impact on your conversion and on your business as a whole? Is this really a game changer or is this just one of those nice to have? I don't like the way this thing looks, so I'm gonna change it and it might have some impact, so I'm gonna measure it. Nonetheless, here is confidence. Now, this is your confidence of understanding your target audience. Yes. What I'm about to change is going to have a huge impact or I don't really know. I'm just gonna kind of wing it. It's gonna have a huge impact, but my confidence is low. That actually chose the right test or the right image or the right messaging. Now the ease again. Just an easy way to prioritize. If you say I don't have a lot of time I'm gonna choose one of these easy ones. Then you can do so or a medium or difficult. No. When we get into these fancy color codes, then you know this is where the actual testing goes on. First off are the variables. This is pull from your hypothesis. And if you remember, the independent variable is the variable that you are going to alter or change throughout your experiment. Identified after the word. If right in your hypothesis, for instance, this can refer to a title, ah, paragraph of text or even a C T A. That's the independent variable. The dependent variable is the variable that you are measuring identified after the word, then in your hypothesis. And it also includes the operational definition of how you'll measure your dependent variable. Is that the click through rate? Is it the scroll rate? Is that the time on page? Is it the bounce rate? Right? This is often Maura number that can go up and down. These are all dependent variables that you are measuring. No, you want to put both of these in here? Let's say the conversion rate 10% Um, and the independent Variables, A C t a. Just a button. Well, we get into a little bit more detail here, and this is where we have the control or the benchmark of your test. And then the experiment, This is your hypothesis is what you're gonna change. And so we only have 1 to 1 here if you have. If you're using optimized Lee is going to do this for you. You can actually run them 50 50. You can run for experience, 10 experience all at the same time. And it's gonna divide it evenly between them all. And you're going to see the numbers for all these. So you can put the control here and then just run the experiments down here again. I would just keep them in here as well as optimized Lee, because there's gonna be a lot of tests that you just don't use. Optimized Lee for meaning. You would say, I need a quote on this page. Well, that's not a kind of before and after that, I want to see if the squirrel rate increases, and that's not something you would usually use Optimized Lee for. That's something you would just use on your website and then measure in Google Analytics are crazy egg or what have you. So let me run through this really quickly. You have the dates of the control. How long did this control run was? That two weeks was at three weeks, was at a month. Now the value and gold completions is a relationship set of numbers, gold completions, Let's say form fill outs on your landing page. This would be 1000 visitors to your landing page. That's the value, and 15 of them filled out the form. That's a 1.5% conversion rate. Hence, you can see the very basic formula here. Gold completions divided by value. That's the formula. Now the experiment is saying, I'm going to take the same amount of time as the control, or at least a relationship. So if this ran for four weeks on the run, this for two weeks, but preferably it would be over the same amount of time. You can generally get this information from one of the tools that you use, maybe even Google analytics. If you've installed Google tag manager and you have events running and you know exactly how many form fill outs, you can just look historically and they just make a swap. I'm just gonna make this swap. I'm just going to see what's gonna happen over the same two week time, period. How many people landed on the landing page? How many people filled out the form? You're gonna get your conversion rate automatically with this very basic formula. Now, the end of this, you're going to have an even fancier formula. Not really. Is simply going to say what is the improvement from this conversion rate to this conversion rate? Did I improve? Did I not improve now? Statistical significance. You can go online and there's some online statistical, significant calculators where you enter in some of this information. How many total visitors Gold completions for the controlled in the experiment. And they will tell you if it's statistical significance. But you should also be able to take a look at this and say, Yeah, I had a 3% conversion right here and now I have a 6%. Well, that's definitely statistically significant. There's a huge 100% improvement, but if you see like a 1% improvement or maybe a 2% improvement on huge numbers that maybe, maybe not so much again. I would use the calculators online because they're often able to deduce a lot more information from the numbers. And we would and we would say, all that doesn't mean anything. But statistically, it actually, maybe something. So my goal free you is to start to think about all the changes that you're going to make on your website or in your campaigns based upon a form like this. You want to think of it as conversions. You have a set of conversions already. If you have a business with different channels in website, your goal is to simply increase those conversions. So make sure that you're measuring the before and after of each one of the changes. Otherwise, you don't know what worked. You have no metrics to back it up. You have no historical log of what worked and what didn't. It's gonna just be the Wild Wild West on your website and hippo. The highest paid person's opinion is going to be the one who always wins. And so, if you run something like this as a leader, then you're gonna have something that you can point to and say, Hey, you know, we've tried this. Look at the result. It actually took away from some of the conversion rate that we had or people didn't appreciate it. And over time, you can look back through these and you could start seeing Wow, I'm getting better on my hypothesis of my target audience. So no matter what, you're changing Bigger, small. Try to run a C r O. Test. Just entering this basic information, it will take you literally about two minutes. Max, you're just filling out some of these basic elements selecting some of these drop downs. Maybe looking at some historical numbers, That's it. But you will find over time it's actually fun to go back through and show off your excellent zero test to your colleagues, co workers, boss, whoever it may be. So have fun with this again. Be very detailed with this. Don't neglect this, and you will thank me for it later. 20. STEP 4: DESIGN: the fourth stage of the C R. O. Feedback loop is designed now. When we say design, we mean the design of any C R O test, including a B testing multi, very a testing optimization or any other test where you are measuring the results from a defined hypothesis. As you can see from this chart by Rand Fishkin from Oz. There are so many inputs in a conversion decision and therefore many opportunities for designing tests. As we have covered in the last session. Before beginning any optimization strategy, you have to know what you're measuring and attempting to optimize its got to be defined. It's also important understand what drives these conversions for testing purposes? Is it testimonials from satisfied customers? Ads on specific social networks, high quality video on the home page headline or C T. A Fewer form fields on landing pages. Remember, no matter what you're designing, whether it's the C t A. The content interactions landing pages forms add social post. Whatever it is, it should be based on the analysis stage. Your users are unique. So take small doses of the so called best practice pill, for example, copying the competition and design your own test based on what you have prioritised based on the data. However, having said that, let's take a look at some good places to start. But first, let's look at an obvious example of how negligent weaken be of data. Do you remember this chart from 2014 and the endless discussions of the mobile revolution? Well, if you spend any time around marketers or conferences, you will have heard all about this many times. Well, the mobile revolution, thankfully came and went and did basically what experts said it would do. Although I do understand that each website has unique visitors, here's the point. Even though the mobile revolution has come and gone and that now their arm or mole users than there are desktop users, I am still amazed at how many people and organizations still leave mobile to the end of a project as a must have checklist item. Let me let me make this point by asking if you were getting your Web site redesigned. How are the designs delivered to you now for 95% of you, if not more, you would probably say in desktop format. There are some understandable reasons behind this, but it's still underscores this incredible inability and myself included to change based on trending data. I started designing websites back in the mid nineties 96 to be specific on a really old cruddy desktop and laptop with some sort of dial up connection that made a screeching noise . Yeah, it was like the old a well, stuff We're always paying for every megabyte downloaded now, For nearly 20 years, I designed and developed on a desktop for a desktop. However, things have changed, and this old dog has to learn new tricks. Now I design on a desktop or laptop for all devices. This is a fundamental change in my thinking, but it's based on the data meaning now we are designing for today's audience based on today's data, if we neglect relevant information like this because we think we know better than we will be spinning our wheels, not just with C R O, but with our entire business. Here is the point. Always be willing to set aside what you think you know for actual reality. So since we are already looking at mobile, let's use this topic as a launching platform for great places to begin. Arciero testing 21. Mobile Design: So since we are already looking at mobile, let's use this topic as a launching platform for great places to begin Arciero testing First off, and this is really an important c R O point balance. Rates on landing pages are often much higher on Mobile van on desktop. Why? Well, space is limited and designs can look awful on mobile. Did you know Google Research showed that 96% of smartphone users have encountered sites that weren't designed for mobile devices? Obviously, you're gonna balance, and people don't like to type on a mobile phone. So if you have any sort of forms or any sort of data entry, minimize it, reduce it as much as possible. Some common mistakes I see with Mobile is having one landing page for all devices, even though it doesn't fit all devices. I've also seen slow loading or heavy imagery. Remember, mobile users are often outside of WiFi using data. Think about this small screen sized to you've got to be careful below the fold called toe actions. How about being too wordy or even using the same font sizes? Desktop? Remember, people don't read, they scan, and so you have to take that into account when developing content or file downloads, File downloads can often be to larger forms or too long. There's so many of these common mistakes that we make when we don't take into account the size of the small mobile screen. There was a hub Spot case study while ago, where they minimize their landing page form from six fields down to one field with a simple they'll. And just because of that, they got five times the submissions with smaller form, and the bounce rate was cut in half. Now, obviously one form field versus six. But that's the point. How many do you absolutely desperately need to have? So here are 10 quick tips for mobile CR Oh, that you can analyze and test with your new C R O design. And, of course, like all the list that I've been sharing with you, it's not definitive. It's not the be all end all of lettuce, but this comes from years and years of experience and working in these environments. Make sure it's accessible, make sure people can access every part of it, and it all works. Make sure it's fast remembers I said before people are often outside of WiFi and so reduce the size of imagery and downloads and stuff. Be orderly, right? You want to have some sort of order to your formatting. Make sure your brief people love this scroll. It's true, but people don't love to read. So not just being briefed, but be ledge a ble be called friendly. People love to call on the more fun. I mean, they're on a phone, remember? And so if you have your phone number there, make sure it's it's front and center, and people can easily click on it. Also, be thumb friendly. Think about the way you hold the phone. Your thumb is 72 pixels wide, and so people want some big buttons that are accessible with their big scrolling thumb. Also, be local, be formed simple, the action compelling and add on a bunch of your own list here. But but here is why this is so important. Because of content is not optimized on mobile devices, 79% of users will search for another side to complete the same task. Plus, look at this mobile users are five times more likely to abandon the task at the site isn't optimized from mobile, right? I've also heard stats. About 48% of users say they feel frustrated and annoyed went on sites that are poorly optimized for mobile. Let me ask you, how likely will you convert Ah, frustrated or annoyed visitor? Would you convert if you were frustrated or annoyed by an experience on mobile? Because it doesn't work or you can click through or the images are too big or the form is too long? I've also heard this debt. 52% of users said that a bad mobile experience made them less likely to engage with a company as a whole. Now, this is important because 60% of consumers use mobile exclusively to make purchase decisions, and that is only going to increase. In other words, this is not something we can ignore. The numbers show US Mobile is the most important device, and yet so many businesses and business decisions neglect this. So let's not make the same mistake when designing c r o tests. Here's another area that we can start with when it comes to potentially low hanging fruit 22. Buzzword Compliance: buzzwords are you buzzword compliant? Meaning is your messaging and content loaded with meaningless buzzwords. Now this list is from fact, even shows the most used buzzwords in press citations. Now, does this look like any of your content? For instance, on your home page, do you have a robust, world class, easy use product that is groundbreaking and cutting edge? Well, the point is that we could be talking about any product in any industry. The reality is, if we use these words, it shows that we don't know how to communicate about our product with our target market. This is where the belief framework from session to is the necessary groundwork. Let me ask you, does this look or sound familiar? We just have to amplify digital, experiential, transformational social influence or engagement if we want. Teoh dot, dot, dot wait, what do we do again? Because in tight, I love this because when we use vague and meaningless buzzwords like this, then we take the cowardly approach of never having to think about how our product actually benefits the target market. Another area that would be ah, good starting point for C. R. O tests is you X 23. User Experience: Now when we talk about user experience or you X, we're referring to the totality of visitors experience within your sight. That is, it's more than just how it looks. User experience includes how easy your site is to use or how fast it is and how little friction there is when visitors try to complete whatever action it is they're trying to complete now, as it applies to funnel optimization, the importance of you X cannot be overstated by carefully crafting your user experience. You could ensure the user stays on task and keeps moving through the funnel, having been given just enough information and options at each step. Now a couple quick and easy ways to test this is number one. Use an easy service like usability hub dot com to get immediate feedback. Generally, the information that comes back from these anonymous visitors is fairly accurate. Secondly, have a few people you know with good design skills who have not use your website to go through your website and provide authentic truthful feedback. You would be surprised how brutally on his friends and family can be and how much you can learn just by watching someone else use your website for the first time. Now, in your funnel optimization efforts, you'll be focusing primarily on two aspects of user experience. First Stop is reducing friction in the form of wasted clicks or excess pages. False. Start going to the wrong page. Slow page loads in other friction points that causes users to simply just give up. Secondly, though, is reducing cognitive overhead, another version of friction right that puts doubt and indecision into the mind of the user , causing them toe waver over whether to convert. Now, if you begin by looking at the objectives of the user and the business, you can begin to sketch out the various flows that need to be designed in order to achieve both parties goals. Here's what I mean. The user might be looking to find a fact. Order a product. Learn a skill downloaded document, right? Whatever, whatever your major objectives or goals are for the user now, the business objects ISO could be anything from getting a lead a like a subscriber, a buyer and so on. Ideally, you'll design your phone away. That means both user and business objectives. Now, in addition to an awareness of user objective. It's important to account for the different traffic sources and levels of knowledge and engagement in your user base. Right. You must map those in down user flows to conversion funnels that provide value to the user , obviously without neglecting those business objectives. Remember, in each of these cases, the user comes with his or her own needs, expectations and level of knowledge, and they need to be treated accordingly. So the plan is simply get to know your user and give them a delightful experience tailored for them, specifically to the point that they were actually glad they visited your website. 24. Consumer Focus: for the next couple of minutes, I want to take a look at the difference between being a product focus versus a consumer focus brand. Now, as we discussed earlier, it's easy to be product focus because we're so excited about our product and rightfully so right. We built it or we're selling it. And so we should be stoked about telling people about our product. The challenge, though, is in applying the benefits of using our product to a target market. Remember, the purpose of the analysis stage we looked at earlier is the focus on the consumer's wants needs and pain points with the goal of marketing your product or service to the consumer in a way that is beneficial and meaningful to them and for them. For instance, take these two ads on your screen here. Coca Cola, obviously the marketing master is staying true to its very first tagline in 18 86. Delicious and refreshing. This is a great example of a consumer centric ad, right? The consumer comes first. You can tell because the consumer can see themselves in this situation. How about though this ad I found on the right I'm actually not sure what it's about. Is it for the blast sewed at the top of the cartoon of delight on the bottom is delight a liquid that I can use like sugar. This is almost entirely product. Focus at the reality is I can't see myself using it because it just looks like your typical marketing collateral. Now I want you to note this. Just because you strive to be consumer focus does not mean you don't talk about the product . In fact, it is actually more real, relatable and trustworthy. And it's more consumer centric to stop telling customers how your product changes the world but rather tell them how much they're going to love your product. And why make every effort to figure out what keeps the customer up at night? What are their desires? Wants passions, needs and pain points. Once you figure that out, then you're able to design for the customer and not your product. 25. What's Missing?: as we're in the design stage of the C R O feedback loop. One of the questions I often need to ask is What's missing? That is what element during the buyers journey may need to be introduced in order to satisfy a customer's needs. You see, as people in marketers were experts at making content, and often that content is described is just noise. And so when we talk about C R. O, it's often about removing noise, refining journeys and optimizing elements, right? It's what we've been going through this entire lesson. However, we rarely stopped to ask if there is something missing that could help optimize a journey for a user. Let's start with this basic example. Let's say you have a website with some great resource is on it now. In a given month, you have 10,000 visitors to your website. Of those 10,000 visitors, 5% or 500 end up downloading your primary lead generator. It's a beautiful thought leadership, peace in your industry, whether it's a A PdF or a white paper e book. Whatever it is, it is your primary lead generator. However, you notice that only 1% of those that consume this great content and converting leader on now. As you can imagine, this is a very low conversion rate. At this point, I have seen many, many organizations try to optimize the C T A changing button colors, upgrading the C T A text and improving the location of the C T. A. Because the philosophy is that we can somehow strong arm consumers into clicking on the c t . A. But here's the reality you have to catch. If consumers are not ready to buy, then they're not going to buy, no matter how bright or big or simple your C t A may be. So your primary questions should be at it at a point like this. With a scenario like this, what do we need to do to get the buyer ready for the purchase decision? Well, one idea would be to create a piece of content that will do two things. First, it will be content that supplements your primary content piece. That is, it will move beyond just addressing that consumers needs, which is still important, right, in order to establish yourself as a trusted authority. But secondly, it has the goal it has the purpose of getting the consumer ready to purchase by positioning your brand and your product as the solution to their need. Now, in a scenario like this you see on your screen, then you're much more likely to see numbers like 10,000 visitors to your home page. 500 or 5% of visitors. Air downloading content A. But now, because you have tailored another content piece for consumers of content A. You could have upto 70% of consumers who downloaded content A to be interested in content be it's along the same lines. But because content be is getting consumers ready for a purchase When you offer the C t A. On content be, you now have the possibility of consumers who are much more ready and willing to purchase and engage. Instead of five original dumber requests. You have now the possibility of something like 35. Now I have seen this take place more times than I can count. Chances are, what's happening in your conversion rate is a lack of the right type of content rather than just the button color needs to change. That's why developing the belief framework is so important because if you know the consumers needs, then you'll be able to develop content that satisfies their needs at each stage of the buyers journey. And as you reduce the confusion in their mind by providing solutions to their needs, you'll have positioned yourself in their minds as the go to authority and solution when it comes time for them to make a purchase decision. 26. STEP 5: IMPLEMENT: we have just spent a fair amount of time talking about C R. O measuring, analyzing, strategizing and designing. Now we come to the fifth stage of the C R. O feedback loop and one of the most crucial steps and that is implementing. Remember that a fundamental element of Ciro is data. We create tests based on the data that we already have or are gathering. But we also implement C R O tests in order to gather MAWR data. The goal. The angle, The primary purpose is to learn. However, when it comes to marketing, I have noticed one of two primary methodologies. First off is implement and leave, and secondly, implement and optimize now implement and leave is the farm or common methodology that I have seen way too many times across organizations of all sizes, that is. Take, for example, you write a block post, you push publish, and you move on to the next block post. And then maybe if you're lucky once a month, you view your most popular bog posting Google Analytics and you report on it and you all a plot on how well you did, and that's about it, or you post a social several times a day and then repeat from day to day, week to week, month, the month. And then, of course, at the end of the month, you then generate a report of your most popular social post, and you all applauded for one didn't really. Well, now, if you're really dialed, and then you will schedule out your repetitious post because quantity is the key to success for this methodology. And often if you're in a position where you don't need to get the higher powers to sign off on new test designs or wire frames, then you can make flippant changes to your website directly without any substantiated care to the effects. That is, you have a gut feeling that something is gonna work. So you make the change. You implement your great design idea based off of gut instincts or best practices, or the CEO said so and then you move on. The implementation is done with without much care or purpose to the end results, that is, you implement and leave and again, as I said before, I see this again and again of organizations of every size. Let's right the block post let's publish that resource. Let's create that new website or that new design or that social post for that email and what we got it move onto the next one because it's all about the numbers, how many emails we send, how many resource is we produce every month? Well, there is a better methodology, thank goodness. And that is the implement and optimize methodology. This is the belief that all implementations across all channels should be done with specific purposes and goals in mind as part of the optimization process and with established tests that determine if it was a success or not again. The goal of this methodology is to learn and improve its not the methodology that, says Mawr is more eight Blood Post is better than seven. That's the implement and leave philosophy. The implement, an optimized philosophy says we need to find the right resource is the right Web pages, and once we find them, well, let's invest into it. Let's optimize them over and over and see if we cannot improve upon it. Every optimization test should set out to answer a research question based on the hypothesis, before any tests are implemented as we begin to take a look at implementing C. R O designs. I wanted to share just a few kind of common industry standard terms that you're going to hear thrown around in kind of c r O. World. Things like treatment are variable or value. You may not enjoy using these words fine words or terms that you can agree with. But I wanted you just be educated nonetheless treatment Now. Each zero test that we design is called a treatment and consists of both variables and values. A variable is a general element that you intend to test. For example, a headline, an image page layout form. Copy the words on the page of button, etcetera. So this is the variable. If you remember from the hypothesis stage is the independent variable is the one that you intend to change. Value is the specific version of the variable that you intend to test it. The variable is a headline than your values would be. Different versions of the headline value a value Be value, See right. Those air your independent tests. A treatment is the display of your new values for the variable you are testing in other words. Each treatment is, quite simply, the unique version of the element you're testing looks like. Ideally, each treatment would consist of multiple values for a single variable. Let's take a look at an example to make this more practical. In this illustration. There is one control page and one test pager, one treatment page. But a typical C R O treatment would be something like testing four different headline values on a landing page for six different text values of the primary home paid CT, The benefit of separate and C R O. Test or treatment out in this way is in order to separate out the results into distinguishable data columns with appropriate conversion rates right, something like Value A resulted in a 1.2% conversion rate. Value be resulted in a 1% conversion rate, and value see resulted in a 1.6 conversion rate. Now you know what worked and what didn't and you are able to sort and prioritize the results. So here are the steps again as just a reminder of what this sort of a B test looks like. Number one. Identify the test and define how success will be measured. Secondly, created hypothesis on the outcome. Thirdly, used this hypothesis to determine the input needed to achieve statistical significance using like a calculator resource tool, for instance. What does success look like? Fourthly established a time span for testing based on the numbers needed for statistical significance. Generally, a weak willed A two will do the trick. But if you have low traffic on your home page or whatever paid you are testing, then you might have to build it out to three or four weeks long and then, fifthly, always maintain a control group that's the original as a baseline to measure against I Like Toe. Always have the original displayed at the same time. Is the treatment because of seasonality? Let's say you're testing over the holidays or during a slump or during summer time or high point or low point during your typical selling period, you want to make sure that you have the original baseline measuring at the exact same time as your treatment. Now, to make this easier, there are some great A B testing tools on the market. I've used a couple of these religiously, especially like optimized Lee and visual website Optimizer But I've also used Google optimized even Google analytics with kind that split page testing. No matter what platform you use, though, just make sure that once the split testing platform is in place, run through and verify that everything is set up properly. Then for each split test following basic procedure that ensures that all team members understand what the test is, why you're running it, how it fits into the overall site, how it aligns with the business goals and objectives and how you'll measure success. Right? The goals to get everybody on board and excited to see the outcomes of the treatments. You should be getting a lot of input for these treatments, and therefore you should have a lot of people invested in interested to see the results of him. Now, over time, these experiment plans and treatments create a valuable archive of your businesses evolution. You're going to start to find a best practice for your company Now. I would never suggest saying, OK, we're done testing. We've done enough. We've we've learned enough. We never need to do this again, but over time you're going to start to figure out what works and what doesn't work for your target market now, once a test is started. This is where the software takes over all of split testing software automatically calculates when one version, the page has generated significantly more conversions from a statistics perspective than the other pages or the other treatments. At this point, you can end the test and implement that changes by promoting the winning version to be your new control or baseline. Let's look at how simple this could be in this basic test. Michael Agar, the conversion copywriter of Content verb, conducted a series of tests on his client's websites. He learned that even when the word spam with negative connotation is used in a positive context, it still reduces conversions for his client. This is a powerful lesson learned right, All of the control one this test on the rest of the site. This lesson ca NBI applied avoid the use of the word spin even in a positive context. So the test, if you could tell here, is just done in one environment. But the results are spread across the entire brand. However, there may still be something that needs to be said on this form in order to reduce a visitor's concern so that testing goes on. And that's the goal you're testing should never be done. Looking at this form, you can say, Is this too many? Field? Do I need more fields? Is this the right call to action at the top or on the button? Should I put Mawr text around this form field? How about the landing page in entirety? Should I be putting in there some really great photography that resonates with the user? How about the color scheme of the overall layout of the Web page and maybe the header and footer right? You can carry this on and on and on, which is why we call it a C R O feedback loop. You should never be done. And because of the implementation stage, you're going to gather more data that will then feed back into the C R. O feedback loop, generating more tests and more results over time. 27. STEP 6: LEARN: As I said at the beginning of this session, C. R O. Is built on the foundation of data because without data, you're just guessing, right. But great c R. O is based on the data you already have and the data you are able to gather by running a number of different tests. After a period of time and multiple tests, you should begin to learn about your users motivations, concerns and pain points that will then inform future tests. Remember your prospects and customers, the Internet and technology, even your own company. It's all changing and developing and involving. So to be successful, you will have to be committed to also constantly learning a good rule of thumb when it comes to C. R. O is this phrase you see here. And that is, you can learn just as much, if not more, from a failed test, as you can from a successful one. As long as you understand that the resulting data is an opportunity. Remember, the goal of the test is not just to get a lift, although that is nice, but rather it's primarily to get a learning when it comes to CR Oh, why is the most important thing to learn about Web visitors. Why did they search? Why did they buy? Why don't they buy? Why are they bouncing or clicking? Why are they filling out this form versus at form? Figure out the why and you will begin to develop an experience that is satisfying to the right customer on the right platform at the right time. Now here's some important questions to ask at the end of a c R O test in order to learn and gain some more enlightenment, things like, How did this work with your hypothesis was successful? Yes or no? Learn from that. How about your end goals? Did this actually improve the end goal? Which, by the way, is the true measure of success, Right? Getting more clicks isn't necessarily the measure of success. The one thing you want to look at is, did those clicks earn me more money? And why, or was there something that didn't make the zero test? In other words, are there some other areas that you would like to test? I'm a huge fan of a B testing, but not so much of multi vary it testing because in a multi very test. It's difficult to know which element was the most successful. Save each variable for its own treatment. Or how about this. What will you measure next? You would be surprised at how many tests will reveal other areas or variables or values that you want to test. So learn your lesson and then repeat, which is why it is a C R O feedback loop. Or how about this? Inform and repeat. Can this be applied across your site to different pages? For instance? Is there a certain terminology that doesn't seem to rev. Is it resonate with your users and certain terminology that does learn from one test and see if it applies site wide? You may be pleasantly surprised at how much you can learn from these simple tests. Now, an example of this would be personal pronounce. I was working on a website recently where we found using the word my in front of certain main titles and navigation elements. Spike the click through rates. We ended up implementing these personal pronouns across the entire site because this seemed to resonate more with this target market. It's my account. It's my industry, remember if implementation is part of the optimization cycle than the results will inform future changes in tests. This is why, see arose considered an ongoing, never ending cycle. As we've said many times, C r O should be nutritive. Subsequent experimental plans were based on the outcomes of the previous experiment. Each improvement build upon the success of the previous ones. Each time your conversion rate is increasing becomes increasingly difficult for competitors to and compete also, as your conversion rate grows, more opportunities present themselves because after each split test, it's important to zoom out and look at the whole conversion funnel again to determine which part of the business you should focus on. Next, C r o creates his virtuous cycle that accelerate your business's growth through smart measuring, analyzing, strategizing, design, implementation and learning. 28. Key CRO Takeaways: and that brings us to the conclusion of the C R. O. Feedback loop. Now, before we go, let's draw out some of the most important points and a few things to remember as you embark on your optimization journey. Number one you're never done Testing. This is called a C R O feedback loop for a reason. So is you. Cycle through each stage, you will gain mawr experience and learn mawr lessons about the motivation and behaviors of your target audience. Secondly, guesses and hunches are great starting places. But to create tests without knowing what the real problems are is like a plumber trying to unclog pipes without knowing which pipes are blocked in the first place. I hope you've learned to stop guessing and operating from myths, but rather start investigating. What exactly are the reasons why visitors are not converting so you can start implementing the correct solution, and that goes for each of these points you see here. I have them up here because these are often common business and marketing practices from most organizations. Unfortunately so, like data rules don't let opinions get in the way of facts, right? This is falls under the reality that the most important person's opinion hippo is all that really matters. And this is still the way many organizations run their marketing campaigns. Or let's just post daily in and hope for the best. That's that spray and pray philosophy we've talked about before, which mind you is still extremely popular. Worse yet, is spending money on advertising without a game plan from measuring, successor, even optimizing. And lastly, don't take anything for granted. Be willing to admit that you don't know everything and therefore everything, including the sacred cows in your organization, are on the chopping block. If they simply don't measure up, there's a lot more sorrow than what we can quickly go through here. So as we wrap up this session, just remember to place your visitor at the center of your CR Oh plan. You need to know your customers and your visitors objections, their motivations, their personality, their communication style. So you know that your messaging is going to resonate with them, their stage in the buying cycle. If they're ready to buy, they don't speak to them as though they don't know your product. Yet their goals and expectations, which they do have them. In other words, the more you know your custom, the more you are able to knowledgeably satisfy them. Conversion rate optimization C R O needs to be an ongoing process in your organization because there are always things that could be improved upon across your business. Look for the opportunities to test everything. Follow this process and you will make a big difference to your top priority and goal.