Gabe Wahhab - Demystifying CRO

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DEMYSTIFYING CROA Beginner’s Guide To CRO For Low-Traffic B2B Websites

Gabe Wahhab, Square 2 Marketing


HI, I’M GABE. NICE TO MEET YOU!Director of Interactive Services – Square 2 Marketing


1. What CRO is and what it’s not

2. Why use CRO

3. How to choose what to optimize

4. Why it’s different on low-traffic websites

5. How to execute the CRO process for low traffic

OUR AGENDA


Other Tests Work For All?


BE ALL END ALL OF LEAD GEN?


CRO Is All About Testing?


WHAT IS CRO?A structured approach to

improving website performance.


1. A/B or multivariate testing

2. Making small changes that have big rewards

3. Based on best practices, copying other tests, guesses, hunches

or the HiPPO

4. The end all, be all for conversion

CRO Is Not…


1. Higher ROI vs. paid and organic traffic

2. Make better use of the traffic you already have

3. Focuses on quality, not quantity

4. Helps you understand your users better

5. Typical CRO metrics are also SERPs signals

Why CRO


1. Form fill

2. CTA click-through

3. SERP click-through

4. Clicking through to another page

5. Scrolling down a page to a specific point

6. Spending a certain amount of time on a page

7. Email open/link click

8. Any desired measurable performance event can be a conversion

What Is A Conversion?


THE CRO PROCESS


What Should I Optimize

1. Evaluate existing data

2. Collect new data

3. Set baseline

4. Hypothesis

The CRO ProcessBuilding

4. Build challenger

Testing & Learning

6. Run and monitor test

7. Evaluate, learn and

implement

8. Repeat


What Should I Optimize?


Quantitative

• HubSpot

• Google Analytics

• Google Search Console

• Google Tag Manager

Qualitative

• Surveys

• User testing

• Interviews int./ext.

• Heuristic frameworks

• Heat maps

• Complaints/questions

Start with Existing And New Data


Heuristic Framework


Target Ranges:

1. On-site landing pages – 25% to 65%

2. Paid landing pages – 3% to 10%

3. CTAs – 2% to 20%

4. SERP click-through – 3% to 35%

5. Time on site – 1:30 to 3:30

6. Bounce rate – 35% to 55%

* Industry can make a big difference

Snapshot Your Benchmarks


Low Hanging Fruit


Scoring – PIE Analysis

Potential Importance Ease Score

Landing Page Overhaul 6 8 4 18

Meta and Title on Service Page 5 9 9 23

Blog #21 CTAs 1 1 8 10

Lightbox Form vs. Landing Page 7 8 5 20

Home Page Value Prop 5 8 8 21

Offer on Menu 8 8 8 24

Sequential Test Landing Page 1 1 5 7

See Effect of Pricing on Website 1 1 5 7


Common B2B Optimization

Areas


The Format

Changing _______ into ______ will

increase / decrease [conversion goal]

because [reason].

Creating A Hypothesis


OK

• Improving the clarity of Page X will reduce confusion and improve CTA click throughs.

Better

• Changing the wording of the CTA on Page X to set expectations for users (from

“submit” to “send demo request”) will reduce confusion about the next steps on the

page and improve click throughs.

Creating A Hypothesis


Building


Time To Test


The Low-Traffic CRO Problem


1. Review test results – determine winner or loser

2. Document what was learned

3. Notify appropriate parties with lessons learned

4. Determine next steps

Analyze And Learn


1. Test larger changes that will have a greater impact

2. Data will likely be more weighted on qualitative data

3. Multivariate testing won’t work and A/B testing may or may not work

4. You may need longer testing periods or lower statistical significance

5. Testing multiple things at a time is an unwanted reality

CRO Low-Traffic Recap


Text CRO To 66866

Download The Slides + Bonus Slides


QUESTIONS?


THANK YOU!


1. HubSpot

2. Optimizely

3. Visual Web Optimizer (VWO)

4. Google Analytics, Tag Manager, Webmaster Tools

5. Hotjar

6. UserTesting.com

7. UsabilityHub

My Favorite Tools


1. ConversionXL

2. Conversion Sciences

3. Qualaroo

4. WiderFunnel

5. Unbounce

Sources And Recommended Reading

Gabe Wahhab - Demystifying CRO

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