CRO is not about what you believe; it's about data

Estimated reading time: 3 minutes

Trying out new ideas on the site is extremely complex. Finding opportunities seems very easy, as we all have an area that "we know could be improved". But this can lead to a path of changes that, in the end, have no added value and bring no concrete results.

And, as we said, CRO techniques are not about what you believe is essential; CRO is about data. The process is about diagnostics, hypotheses, and tests that consider, among other things, visitor behavior. That's why you need tools that help you analyze your results and, with those tools, plan some basic actions.

The secret of CRO is to study the data you have and use it to test; only by experimenting with your options can you improve and optimize conversions. But where to start?

1. Always have an objective

If you've read our previous articles, you may have noticed that the first is to figure out what business metrics you want to impact. Is it lead generation? Increase sales opportunities? Scheduling requests? And so on. This step is crucial as it defines your entire strategy and how your results are varied, and therefore how you are measured. So, it should impact all your decisions.

2. What is your persona?

With this in mind, you must understand who the people interested in your product are. It would be best to establish a persona; this should be a crucial step in establishing a strategy. Mapping the consumer journey helps you understand why they are consuming your product.

3. Do you fully understand your sales funnel?

It would help if you intensely studied your sales funnel. With that, observe and understand which pages or sections have the highest rejection rate. With this information, you can optimize the bottlenecks.

4. Research is the key to human understanding

It is always essential to research with questionnaires, phone calls, and emails. With this, you understand human behavior better and get ideas of usability. Maybe your website is too confusing, and you didn't know it.

5. A/B test on your hypotheses

If we have a lot of hypotheses, A/B testing is key to testing them. It makes your life easier by making it simpler to understand what your audience likes best. Is it better if the button is blue or red? Should the form be at the bottom of the page or in the top right-hand corner? With the right technology, you can test these hypotheses and choose the one that performs best.

CRO is directly related to good sales. It's not about traffic; it's about doing a good job with the traffic you already have.