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May 12, 2021

Kickstarting Your CRO Journey: A Guide to the Right Tools

Embarking on a Conversion Rate Optimization (CRO) journey can seem daunting, especially when you’re unsure of the right tools to use. This post aims to simplify this process, providing an overview of the tools crucial for effective CRO activity, with a spotlight on the more specific and lesser-known ones.

CRO process can be broadly segmented into two phases, each with a distinct goal and set of tools:

The first phase aims to gather comprehensive insights about user behavior: how they interact with your site, the challenges they face, and what works or doesn’t work for them. For this, we require tools that collect, compare, and organize data on user behavior.

The second phase is all about comparing the original with the proposed variations to assess the impact on the conversion rate. Here, we need tools that facilitate this comparison.

Phase One: Analysis

The analysis phase is dedicated to gathering information on user behavior. This information can be collected and organized using various tools based on the type of data we need.

Web Analytics: Quantitative Data

CRO

Web analytics data provide a snapshot of the user’s customer journey on our site. By dividing the user population into meaningful subgroups (such as new versus returning users, device type, etc.), we can observe differences and identify areas for improvement. Google Analytics is a popular web analytics tool.

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Behavioral Analytics: Quantitative and Qualitative Data

Behavioral Analytics tools allow the collection and management of different data sources. These tools differ based on the number of data sources they can collect, the number of observations managed, and the number of sites that can be monitored simultaneously.

Potential Data Sources Include:

  1. Heat map: This tool provides a heat map highlighting the most clicked areas of a page. It can consider the first click or the first 3 or 4 clicks per user, helping identify the most and least used elements on each page. Most tools offer the ability to filter by device type.
  2. Scroll map: A heat map that illustrates how much users scroll through individual pages. This helps determine what percentage of users see elements placed at the bottom of the page. CRO
  3. Funnel analysis: This involves collecting data on how users navigate the site. It’s useful for understanding where the biggest drop-offs occur and how the shopping experience generally unfolds. Many behavioral analytics tools have dedicated modules for this type of analysis.
  4. Video recording or mouse tracking: This allows observation of user behavior by viewing mouse movements or screen taps. Videos are used to identify specific problematic items for users from general analysis. By filtering by individual pages or actions, it’s possible to observe only necessary steps with different devices or operating systems.
  5. Poll: Administer questions directly to users while they’re browsing via a pop-up window when the user performs certain actions on the site.
  6. Survey: Administer a questionnaire to particular user categories, usually those who have registered or made a purchase. The survey is administered via email by inserting a link to a preset form.
  7. Chat: Some tools offer the ability to interact directly with users by opening live chats corresponding to particular events, enabling real-time user questioning.
  8. App analysis: Some tools offer the ability to perform analysis on apps. CRO
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The table below outlines the main behavioral analytics tools and the data sources managed by each. Other significant differences relate to the number of observations, the number of pages and sites that can be monitored, and the cost.

Phase Two: Testing

1. A/B Testing: This is the simplest type of testing, involving a comparison of the original version with an alternative where only one element is modified (e.g., the color of a CTA or how shipping costs are reported). This test is useful for monitoring simple changes and delivers meaningful results faster than other types.

2. Multivariate testing: This involves comparing the original version with a version that differs in two or more modifications. For example, the text and color of the CTA. In this case, the possible versions are 4 (or more):

3. This type of testing allows for monitoring different combinations of changes and is particularly useful in the case of distinct elements which, however, potentially act on the same KPI. The advantage is being able to test them simultaneously and in their different combinations, the disadvantage is that it requires longer times to obtain significant results.CRO

4. Muti-page testing: It involves testing the same element on different pages. The change made is the same but replicated on different pages, for example, changing the color of the CTA on the listing, the product page, and in the cart. This type of test is very useful for testing elements that occur on multiple pages and must be presented consistently throughout the purchasing process. The table below gives a general overview of the main testing tools, showing the types of tests that can be managed with each tool. Some of these integrate the testing part with an analysis part, such as Crazy eggs or VWO. Also, in this case, the main differences are related to the cost, the type of tests that can be managed, and the number of sites that can be monitored at the same time.

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Conclusion

CRO activities are pivotal for enhancing user experience and boosting conversion rates. Understanding user behavior through various analytics tools and testing different elements on your site can significantly improve your site’s performance and increase your revenues. Whether you’re just starting your CRO journey or looking to optimize it, the right tools can make a significant difference.

FAQs

1. What is CRO?
CRO (Conversion Rate Optimization) is a process of optimizing your site or landing page experience based on user behavior to help improve the conversion rates.

2. What is A/B testing?
A/B testing is a simple type of testing where you compare the original version of your site with an alternative version where only one element is modified to see which performs better.

3. What is multivariate testing?
Multivariate testing involves comparing the original version with a version that differs in two or more modifications. It allows monitoring different combinations of changes simultaneously.

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4. What is behavioral analytics?
Behavioral analytics involves collecting and analyzing data about how users interact with your website. It helps you understand user behavior and improve the user experience.

5. What is multi-page testing?
Multi-page testing involves testing the same element on different pages. It’s useful for testing elements that occur on multiple pages and must be presented consistently throughout the purchasing process.

Finally, let’s conclude with an inspiring SEO-related quote: “Good SEO work only gets better over time. It’s only search engine tricks that need to keep changing when the ranking algorithms change.” – Jill Whalen.


Tags

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