AMA: Conversion Rate Optimization (CRO) and A/B Testing Questions Answered

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What do you know about conversion rate optimization (CRO)? Would you like to do A/B or multi-variate testing, but haven’t figured out how?

Not sure where to start? Or, have specific questions you need answered? This is your opportunity to pick a marketer’s brain!

If you are not already a member, first join the BizSugar Mastermind Community by clicking the button below.

Once you’re a member, click the button below to go directly to this event in our Mastermind Community Forum.

Who is Deborah O’Malley?

Deborah O’Malley is a Google Analytics certified digital marketer, with a master’s of science degree, specialized in eye tracking technology. When not helping clients optimize their websites, she’s creating helpful digital marketing resources and A/B test case studies on the site she founded, GuessTheTest.com.

Top 10 Conversion Rate Principles You Need to Know

Deborah shared how important optimizing your site is and what is involved in the 3-part video series (below). These videos provide an excellent introduction to what is involved in doing conversion rate optimization (CRO).

What is CRO and Why is it Critical to Your Success?

This is the first question our members asked and Deborah’s very comprehensive response:

“CRO is a system that applies data analysis and modelling to maximize the rate, or percentage, of visitors who “convert” on a website.

Web visitors are said to “convert” when they move from one stage in your conversion funnel to the next.
Conversions are often measured by major actions like purchases, or newsletter sign-ups. But, that doesn’t always have to be the case.
Conversions can also be made through a series of smaller “micro-conversions.”
A micro-conversion can be seen, for example, when a customer moves on your website from the add-to-cart to Checkout page, but first decides to click and watch a product video.

The action of moving from the add-to-cart to Checkout page is the larger, more significant conversion. But, clicking and watching the video was the micro-conversion that facilitated the ultimate conversion.

Conversions can be most easily visualized through the analogy of a conversion funnel, also called a marketing, or sales funnel. The funnel depicts the journey users take as they move through your website towards acquiring your company’s product or service.

Optimizing your conversion funnel to increase the conversion rate — the percentage of visitors who convert — by making each step in the process as simple and easy as possible is how you can “lift”, or increase, conversions.”

Principles 1 to 4 of Deborah’s 10 principles for Good CRO

Principles 5 to 10 of Deborah’s 10 principles for Good CRO

CRO Challenges

Many sites may not have sufficient traffic to get statistically significant results from testing. But that doesn’t mean they should ignore improving your conversion rates. There is something you can do: make your decisions based on tests others have done.

That is where being a member of GuessTheTest comes in. Use it to see the results of many tests and select those that are most relevant to your own site to implement.

Start with their insights to do your own testing, or, if you don’t have enough traffic, at least you have some results to go on.

Weekly GuessTheTest Challenges

Head over to GuessTheTest.com if you love a good challenge. You can make your best guess on this week’s A/B test, see if you win, and apply the findings to optimize your own digital marketing success.

Join us to talk testing, discuss data, and create connections that convert. If you’ve done any A/B Testing, come share your experience.