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Tactical vs Strategic CRO: Know the Difference

Duration - 40 minutes

Key Takeaways

  • Improve mobile user engagement by optimizing the homepage layout. The speaker suggests displaying more than one product per tile to give a perception of variety and increase user engagement.
  • Implement a 2x2 product layout on the homepage. This change led to a 10% increase in transactions and improved engagement on the homepage.
  • Use UX research tools to understand why customers are not converting. Set up an exit intent poll with the question, "What, if anything, prevented you from converting today?" to gather valuable insights.
  • Target exit intent polls to specific conversion pages and primarily on desktop devices. This is to avoid disrupting the user experience on smaller mobile screens.
  • Collect and analyze a sample size of at least 100 responses from the exit intent poll. Categorize the issues in a spreadsheet and create a graph with percentages to better understand the main reasons for site abandonment.

Summary of the session

The webinar, led by Simon from Conversion Advocates, focused on strategic conversion rate optimization (CRO) and the importance of understanding customer motivations. Simon discussed the process of identifying reasons for site abandonment, emphasizing the value of qualitative over quantitative research. He stressed the importance of reading and understanding customer feedback to identify common themes and issues.

Simon shared a case study where they identified 4-5 main objections preventing conversions, ranging from product selection to delivery times. He highlighted the importance of understanding the customer journey stages and addressing specific concerns at each stage.

He also discussed the process of formulating hypotheses to solve identified problems and shared an example of how they reworked a client’s site based on customer feedback. The changes included guiding customers towards pre-designed or custom options and addressing misconceptions about product size and pricing.

The webinar concluded with a Q&A session, where Simon answered questions from attendees. The host thanked Simon for his insightful presentation and expressed his intention to implement some of the shared insights. Attendees were also thanked for their participation and wished a good day and happy week ahead.

Webinar Video

Webinar Deck


Disclaimer- Please be aware that the content below is computer-generated, so kindly disregard any potential errors or shortcomings.

Hello. Hello. Hi, everyone. Thank you so much for joining the VWW webinar, where we always try to upgrade and inspire you with everything around experimentation and conversion rate optimization. I’m your host, and I’m a marketing manager at VW, a full funnel website experimenta ...