The State Of Conversion Optimization (CRO) – 2015 Edition

1. Conversion rate optimization, (CRO) is hard work

The role of an optimizer is a combination of a lot of disciplines all rolled into one.

• Data scientist
• Psychology expert
• Online Marketer
• Web Designer
• User Experience Designer (UX)

 

This makes finding a good conversion rate specialist difficult because they need to understand motivation and buying from many different perspectives. Adding to the complexity.

 

2. CRO Is A Process

Conversion rate optimization is not a random act of throwing ideas up to see what works. Good CRO is based on research grounded in context of your visitor’s buying journey. It’s not about selling more but rather helping people buy. Too many practitioners are not following a standard optimization process because we’re in the early stage of growth in the industry.

 

3. It’s Not About Testing

It’s not about testing. It’s about a revenue lift. Practitioners of CRO are not running scientific experiments, we’re increasing the bottom line. We have to make adjustments accordingly that scientists are not willing to make.

 

4. We Need To Test More

The ugly truth is that no one really know what will work or not. Not even people within a company who get paid to make these decisions or even the owners of a company. The more you test the more you get. Including, good insights into the behavior of your buyers, innovation, learnings and revenue lifts.

 

5. It’s The CEO’s Responsibility

Conversion optimization belongs at the highest level of an organization, in the C-suite, (CEO) all the way down. Because, business are persuasive systems and conversion breaks because of the system not the people or tests. What’s needed is a business philosophy where optimization is a journey not the destination. Which is only achieved at the highest level by focusing obsessively on the customer.

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