we have a framework for deciding what to test, why, and when
Feb 18, 2024 23:22:53 GMT -6
Post by account_disabled on Feb 18, 2024 23:22:53 GMT -6
The general advice is to just test whatever random impulse comes to mind if best practices aren’t working. We don’t have a model that tells us why best practices might not be working. At least, most of us don’t. Experiences – The Missing Half After analyzing academic papers on CRO from 2004 to 2012, the researchers concluded that the buying funnel model was missing one thing: web experiences. Here’s the thing. The online marketplace just can’t be compared with physical retail. People experience the web differently than they experience “the real world.
After interviewing a CRO agency called Clixo, who’s worked with companies Buy TG Database like Nissan, Samsung, and Hasbro, they uncovered five elements of web experience that play a crucial role in conversions: Catalyst: What is the user’s motivation and traffic source? Value – How unique, specific, and relevant is the solution for the user? Usability: How intuitive is the user experience? Persuasion: How clear is the value proposition, and what is the incentive to act on it? Confidence: How much anxiety does the user have, and can they trust the brand? And the peer-reviewed literature had two more elements to add to the mix: Aesthetics: How does the appearance of the site impact their decisions? Interactivity: How much does the site and the company respond to the user’s actions and individual needs? So, what’s the point of adding these seven experiences to the mix? Are we just trading in one arbitrary set of “steps” for a different set of “web experiences?” Not quite.
First off, in the three case studies, applying just 5 of these web experiences was enough to double conversion rates 2 out of 3 times (and make some serious cash in the third). But the breakthrough comes from combining these two ways of looking at user behavior into one unified framework. At each stage in the buying funnel, the user is experiencing one or more of these elements. This helps us pinpoint which kinds of changes are worth testing during each phase in the buying funnel. Here’s how they fit together: conversion rate optimization testing framework Write this down or print it out now. Tape it to your computer monitor. Seriously. Now, at each step in the buying funnel, we know which elements are most important to test. We don’t need to address interactivity during the need, information, and evaluation phases. We can ignore the catalyst when the user is making the actual purchase, and afterward. By combining these models.
After interviewing a CRO agency called Clixo, who’s worked with companies Buy TG Database like Nissan, Samsung, and Hasbro, they uncovered five elements of web experience that play a crucial role in conversions: Catalyst: What is the user’s motivation and traffic source? Value – How unique, specific, and relevant is the solution for the user? Usability: How intuitive is the user experience? Persuasion: How clear is the value proposition, and what is the incentive to act on it? Confidence: How much anxiety does the user have, and can they trust the brand? And the peer-reviewed literature had two more elements to add to the mix: Aesthetics: How does the appearance of the site impact their decisions? Interactivity: How much does the site and the company respond to the user’s actions and individual needs? So, what’s the point of adding these seven experiences to the mix? Are we just trading in one arbitrary set of “steps” for a different set of “web experiences?” Not quite.
First off, in the three case studies, applying just 5 of these web experiences was enough to double conversion rates 2 out of 3 times (and make some serious cash in the third). But the breakthrough comes from combining these two ways of looking at user behavior into one unified framework. At each stage in the buying funnel, the user is experiencing one or more of these elements. This helps us pinpoint which kinds of changes are worth testing during each phase in the buying funnel. Here’s how they fit together: conversion rate optimization testing framework Write this down or print it out now. Tape it to your computer monitor. Seriously. Now, at each step in the buying funnel, we know which elements are most important to test. We don’t need to address interactivity during the need, information, and evaluation phases. We can ignore the catalyst when the user is making the actual purchase, and afterward. By combining these models.