## What is _Conversion_ When users perform the intended action. ![[Untitled 174.png|Untitled 174.png]] ## Conversion Rate Optimization ![[Untitled 1 1.png|Untitled 1 1.png]] 1. Discover 2. Prioritise 3. Hypothesize 4. Design 5. Experiment 6. Learn --- # Barriers to conversion Why don’t they convert? ## Friction They could be mainly physical or visual. ![[Untitled 2 1.png|Untitled 2 1.png]] ## Anxieties They’re basically their thoughts or doubts ![[Untitled 3 1.png|Untitled 3 1.png]] ## Motivation They got to do with their feelings ![[Untitled 4 1.png|Untitled 4 1.png]] ## The solutions Optimize research and actions for: ![[Untitled 5 1.png|Untitled 5 1.png]] --- # ==CRO meets UX research== ![[Untitled 6 1.png|Untitled 6 1.png]] Start to think on people, their needs. Once you fix those the numbers will come. We have Web analytics (ie. GA, Adobe) than UX analytics (ie. heatmaps). ![[Untitled 7 1.png|Untitled 7 1.png]] ![[Untitled 8 1.png|Untitled 8 1.png]] ![[Untitled 9 1.png|Untitled 9 1.png]] ![[Untitled 10 1.png|Untitled 10 1.png]] ![[Untitled 11 1.png|Untitled 11 1.png]] ![[Untitled 12 1.png|Untitled 12 1.png]] ![[Untitled 13 1.png|Untitled 13 1.png]] ![[Untitled 14 1.png|Untitled 14 1.png]] ### ==Evaluative methods have a ceiling== You still need to interpret and guess ![[Untitled 15 1.png|Untitled 15 1.png]] ![[Untitled 16 1.png|Untitled 16 1.png]] ![[Untitled 17 1.png|Untitled 17 1.png]] ## Other methods used by optimisers ![[Untitled 18 1.png|Untitled 18 1.png]] ![[Untitled 19 1.png|Untitled 19 1.png]] > _Usability testing is top-3 effective but used by less than 50% of companies_ ![[Untitled 20 1.png|Untitled 20 1.png]] ![[Untitled 21 1.png|Untitled 21 1.png]] ![[Untitled 22 1.png|Untitled 22 1.png]] ![[Untitled 23 1.png|Untitled 23 1.png]] ![[Untitled 24 1.png|Untitled 24 1.png]] ### ==Generative methods go further== ![[Untitled 25 1.png|Untitled 25 1.png]] ![[Untitled 26 1.png|Untitled 26 1.png]] ![[Untitled 27 1.png|Untitled 27 1.png]] ## Unconventional methods ![[Untitled 28 1.png|Untitled 28 1.png]] ![[Untitled 29 1.png|Untitled 29 1.png]] ![[Untitled 30 1.png|Untitled 30 1.png]] ![[Untitled 31 1.png|Untitled 31 1.png]] ![[Untitled 32 1.png|Untitled 32 1.png]] --- ## Tool triangulation and method chaining ![[Untitled 33 1.png|Untitled 33 1.png]] ### ==Examples== - The usability of the core user journey search - Moderated usability lab + Click maps ![[Untitled 34 1.png|Untitled 34 1.png]] - The buying journey, credit options and packaging - Moderated usability lab + Digital diary study ![[Untitled 35 1.png|Untitled 35 1.png]] - The customer acquisition journey and account sign-up - Moderated usability lab + Customer service logs ![[Untitled 36 1.png|Untitled 36 1.png]] - The assumptions around the website’s audience - Field studies + Polls ![[Untitled 37 1.png|Untitled 37 1.png]] --- # ==Conversion Research Management== Using _Atomic research_ ![[Untitled 38 1.png|Untitled 38 1.png]] ![[Untitled 39 1.png|Untitled 39 1.png]] ![[Untitled 40 1.png|Untitled 40 1.png]] ## Insights to hypothesis ![[Untitled 41 1.png|Untitled 41 1.png]] # ==Prioritization methods== ## PIE ![[Untitled 42 1.png|Untitled 42 1.png]] ## ICE ![[Untitled 43 1.png|Untitled 43 1.png]] ## RICE ![[Untitled 44 1.png|Untitled 44 1.png]] ## Objective frameworks ![[Untitled 45 1.png|Untitled 45 1.png]] ## Stakeholder buy-in ![[Untitled 46 1.png|Untitled 46 1.png]] - Encourage stakeholders exposure hours to gain buy-in. As Inviting stakeholders to research platforms. - Get stakeholder engagement through shared ownership. Observation, ideation or prioritisation workshops. # ==Learning points== ![[Untitled 47 1.png|Untitled 47 1.png]] --- #todo/someday-maybe - [ ] Fix images to text to improve readability ---