Introduction
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Why Did We Write This Guide?Conversion rate optimization (CRO) provides a significant opportunity for businesses of any size. It takes a scientific approach to optimizing websites and enables businesses (and organizations) to convert more visitors into subscribers or customers. We wrote this guide to help anyone interested in conversion rate optimization learn how to get started and how to get the best possible results with their testing program.
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Who This Guide Is For?This guide is for entrepreneurs, founders, marketers, bloggers, and anyone else who would like to improve conversion rates on their website. You’ll find the guide useful for many different types of organizations, including eCommerce stores, SaaS businesses, non-profit organizations, political campaigns, and more.
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How Should You Use This Guide?Each chapter can be read individually, but to get the most out of the guide, you should read it from start to finish, take notes, and apply what you’re learning as you go. You can also bookmark the guide and come back to it for reference as needed.
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Chapter One An Introduction To Conversion Rate Optimization:
What It Is & Why It’s So Valuable
In this chapter you’ll learn exactly what conversion rate
optimization is and why it’s so valuable to organizations. You’ll also
learn how the 2008 Obama Presidential Campaign generated 2,880,000
million additional e-mail supporters, 288,000 more volunteers, and $60
million in additional revenue with a 40.6% increase in conversions.
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Chapter Two Getting Started: Why You Should Begin By Gathering Data
Chapter two explains why gathering data should be the first step
for any conversion rate optimization project because without it, you can
end up wasting time and losing money. The chapter continues by
presenting some of the best ways to gather data and concludes with a
case study about how Switch Video increased conversions 221% with a
one-word-button-copy change.
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Chapter Three How To Mine Your Data For Actionable Conversion Insights
Once you gather data, you need to know what to do with it. This
chapter discusses how to mine your data for actionable conversion
insights. You’ll learn how to evaluate customer surveys and user tests
to learn more about your site visitors and customers.
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Chapter Four How To
Run Your First A/B Test To Find A Winning Variation
The next step after gathering data is to come up with a
hypothesis and to run your first A/B test. This chapter walks you
through step by step how to set up your first test in order to find a
winning variation and to improve your sites conversion rates.
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Chapter Five How To Interpret Your A/B Test Results
The final step for A/B testing is to interpret the results and
select a winning variation. This chapter discusses how to do so and
presents the key factors you need to consider when choosing a winner.
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Chapter Six What Should You Be Testing?
Now that you have a better idea of what conversion rate
optimization is and how to carry about an A/B test, it’s time to talk
about what you should be testing. The final answer will depend on what
you learn from the data gathering stage, but this chapter provides 20
ideas as a starting point for your testing plan.
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Chapter Seven 30 Expert Tips
For Better Conversion Rate Optimization Results
This chapter provides 30 expert tips to provide you with better
CRO results. You’ll learn why you should run A/B tests instead of
multivariate tests (especially in the beginning), why you need to optimize for revenue not just conversions, and much, much more.
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Chapter Eight A/B Testing Mistakes Even The Experts Make
The guide concludes with a list of common A/B testing mistakes
even the experts make. Reading this chapter will help you avoid some of
the common pitfalls that can sabotage results for beginners and pros
alike.
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