Chris Goward – Conversion Rate Optimization Fundamentals

Conversion Rate Optimization Fundamentals

Presenter: Chris Goward
Duration: 1h 31m
Level: Beginner
Release Date: Sep 30, 2014

Conversion rate optimization (CRO) is one of the most profitable marketing strategies for businesses. But it can also be unnecessarily complicated and intimidating. Now, marketers, small business owners, and designers can learn the best way to approach CRO. Expert author Chris Goward reveals proven methods, frameworks, and tips for maximizing your website goals. Learn how to use data, surveys, and testing to better understand your target audience and your current customers. Plus, see how to prioritize testing opportunities, create great test hypotheses, and then set up and run the tests themselves. Finally, learn how to analyze the test results to draw actionable insights that have immediate impact on the bottom line. This is a great course for anyone who wants to bolster lead generation, boost ecommerce sales, and improve an existing website.

Topics include:

• Understanding the two levers of website revenue
• Debunking CRO myths
• Identifying goals and mistakes
• Leveraging user testing and A/B testing
• Prioritizing pages for optimization
• Testing your value proposition
• Comparing testing tools
• Measuring results

Table of Contents

Introduction 2m 39s
Welcome 1m 26s
What you should know before watching this course 48s
Using the exercise files 25s

1. Understanding Conversion Rate Optimization (CRO) 13m 41s
Understanding best practices vs. testing 3m 48s
Debunking CRO myths 4m 37s
Leveraging the three components of CRO 2m 24s
Using a structured process 2m 52s

2. Setting CRO Goals 13m 14s
Identifying goals 3m 54s
Using micro conversions vs. macro conversions 2m 34s
Ranking your goals 3m 55s
Case study: Unique goals for the Tourism BC Thank You page 2m 51s

3. Understanding Your Target Audience 16m 11s
Understanding your prospect’s perception filters 3m 3s
Using the top five research methods: Part one 3m 29s
Using the top five research methods: Part two 3m 5s
Understanding how qualitative and quantitative data work together 3m 40s
Using segmentation to create relevance 2m 54s

4. Prioritizing Testing Opportunities 11m 7s
Understanding and prioritizing funnel stages 2m 13s
Prioritizing high-potential pages 3m 28s
Prioritizing high-importance pages 2m 24s
Prioritizing high-ease pages 1m 37s
Creating your PIE table 1m 25s

5. Creating Test Hypotheses 11m 42s
Using the LIFT model 2m 13s
Understanding the hypothesis structure 2m 15s
Case study: Iron Mountain test 3m 11s
Testing your value proposition: The PODs, POPs, and POIs framework 1m 49s
Case study: Value proposition test wireframes 2m 14s

6. Setting Up Your Test 12m 35s
Understanding testing technology 1m 42s
Selecting your test type: A/B vs. MVT vs. split-path vs. site-wide tests 2m 59s
Selecting a testing tool 3m 23s
Creating test variations 1m 28s
Combining CRO with SEO 3m 3s

7. Analyzing Your Test Results 6m 51s
Understanding testing-tool statistics 3m 14s
Gaining insights from tests 1m 54s
Understanding losing tests 1m 43s

8. Be an Optimization Champion 3m 9s
Be a champion 3m 9s

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