Chapter 4: Conversion Rate Optimization
Chapter 4 of 15
Chapter 4: Conversion Rate Optimization
4.1 CRO Strategies
Conversion Rate Optimization (CRO) systematically improves the percentage of visitors who take desired actions.
CRO Process:
- Research: Analyze data, user behavior, and feedback
- Hypothesis: Form hypotheses about improvements
- Test: Run A/B or multivariate tests
- Analyze: Evaluate results statistically
- Implement: Deploy winning variations
- Iterate: Continue testing and optimizing
4.2 Testing Elements
Test various elements to improve conversions:
- Headlines and copy
- Call-to-action buttons (color, text, placement)
- Forms (length, fields, validation)
- Page layout and design
- Images and videos
- Trust signals (reviews, badges, guarantees)
4.3 CRO Tools
- Google Optimize
- Optimizely
- VWO (Visual Website Optimizer)
- Hotjar (heatmaps and recordings)
- Crazy Egg