Creating an Effective CRO Strategy
Chris Dayley is the owner of Dayley Conversions, which provides full-service A/B testing for businesses, including design, development, and test execution to help businesses learn more about their users and improve on-site conversion rates. Chris is passionate about helping businesses improve website design through data-driven testing. A lot of people don’t start doing A/B testing because it seems too overwhelming, so Chris decided to talk about some of those initial steps. CRO is a long-term strategy with a very defined purpose—to find out what users want. A/B testing is really one of the best ways to find out what the user intent is. You can start to discover what types of things your users are looking for. To begin A/B testing, you need strategy, design, and development resources. It's worth the investment in these resources to be able to find user intent. Once you have the resources set, then it’s time to start looking at your tools. Chris recommended the following tools:
- Adobe Target
- Google Analytics
- Crazy Egg
Before you start testing, think about what you are going to test and why. Mobile testing is a great example. If you get a lot of mobile users, great. Focus on that. But that’s not the right first step for everyone. Many people mistakenly invest their resources in testing mobile when that investment could have been better used elsewhere. Run the test cycles every 6 months, as best practices change so frequently. Research and strategy, radical redesign and testing, test analytics, iterative testing, and test cycle review should happen every 6 months. As you do this, you’ll find the highest impact elements on your site. Chris also recommended running your tests for at least 2 weeks in order to get statistically accurate and actionable data. Chris ended his presentation with a few encouraging words: "Don't give up! Experiment until you win. You’re leaving money on the table if you don’t stick with it." Thanks to Chris for sharing his tips and tricks.