Day 30: The finish line…never comes

Congrats, you’ve made it to the end of this course!

It was hard work I know, but as you’ll see it was all worth it. Especially because most of your competitors don’t even bother looking into this stuff. The way we’ve packaged it was planned specifically for business owners like you, who don’t have the time or the resources that CRO agencies and experts have.

We wanted you to go through the posts one at a time so you could absorb the material and actually implement it.

Now that you’re done, here’s the full course to download in pdf format. Download it, print it out or just keep it on your computer, whatever is best for you, but most importantly, refer back to it anytime you need a refresh.

Let’s do a quick recap to remind you of how much you’ve learned.

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We’ve started looking at how you lay the groundwork.

In the first series of posts we talked about the importance of conversion research as the secret that stands between an ordinary business and one that dominates its niche. You’ve learned about key performance indicators and the most important of all, your North Star metric, to guide you along the way.

And we’ve seen how to shortcut the time you spend setting up your analytics and heatmaps, to get the quantitative data you need to grow.

Next, we dove deep into learning about your customers.

We’ve looked at what it means to understand and use your customer’s language, and what kind of results you can get by using it. Then we started collecting real data from the people who bought from you, so you could start getting a clear picture of who they are and reflect it in your strategy.

By this point you should have aligned your business goals with your customer goals. Meaning you should know where you need to make a change and why. In the next modules we looked at the how

We’ve introduced a couple of principles for structuring and prioritizing your pages and content.

You learned how important it is to stick with one goal for each page, how to organize the content you write based on what your visitors need to know to convert, and how to know what they want even before they land on your site.

Once you’ve matched their expectations, it’s time to show them what you’re about. We’ve learned how to craft a compelling value proposition starting from the real customer data you collected earlier, and you updated it on your site.

Then, we spent some time refining your copy.

Copywriting is vital if you want to persuade people to buy from you. In this module, we’ve looked at various techniques and principles for writing powerful and compelling sales copy. We’ve talked about benefits and features, conversational writing, illustrating the process, social proof and countering objections.

Then we finished off with some secret sauce editing and proofreading tips you can go back to whenever you need it, to spruce up your copy.

Finally, we entered the world of design and branding and combined it with user experience.

We’ve learned how important is visual hierarchy in helping visitors reach their (and your) goal on the site, and how color, white space and typography all play critical roles in it. And you also learned how to differentiate your calls to action to both help users find more information and to send them straight to conversion.

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You made it this far, now what? you might wonder… We’ve got good and bad news for you.

The good news is that, if you’ve followed these strategies, the page you’ve been working on and optimized has the potential to be 10x more effective than before in your conversion efforts.

The bad news is that this process never ends. CRO is about continuous improvement and iteration. That’s why whenever we finish going through our process (which this course is based on), we always rinse and repeat, building upon the latest findings and results.

This ensures that your work leads to compounding returns.

Compounding happens when your number grows over and over by a percentage, not by a fixed amount. Which, combined with the side benefits of CRO work like decreased costs, increased traffic and engagement, leads to exponential returns.

For example:

  1. Say we have 100 visitors, a 1% conversion rate and a $50 profit per sale. Our total is $50
  2. After some initial CRO/SEO work we double the traffic to 200. If conversions and profits stay the same, we double our total to $100 (100% lift)
  3. Next, if we also double the conversion rate to 2%, then we get a total $200 outcome (300% lift)
  4. And finally, now that you’re making more, and spending less in support for example, let’s say you double the profit to $100 per sale. The end result is a $400 outcome, without increasing conversions or traffic. That’s a 700% lift!

This is pure magic once you experience it.

You see why it’s important to keep improving and testing. To help you with this, you’ll use the Priority Matrix. This is where we jot down and prioritize the findings and action steps we gather from our research.

In the Priority Matrix you’ll take note of the issues you find as we’ve seen in the course, by interviewing customers, taking a look at analytics/heatmaps and running user tests. Each description of the issues will be accompanied by the location (where on the site you encountered it), any relevant notes/links and most importantly, by its priority score.

The priority score will be the result (calculated automatically) of 3 separate metrics you’ll set for each issue discovered.

  • Severity level: how bad/sevre is the issue?
  • Potential impact: what’s the potential ROI of solving this issue?
  • Effort required: how many resources does it take to fix it?

By listing your findings this way, you’ll get a crystal clear roadmap of what you need to work on next.

This leads us to your last homework for the course:

Your homework

Run a user testing on the page you optimized (or the entire site) to see if the changes worked or what you will need to do to further improve it. You can use https://conversioncrimes.com/ or similar.

Once you get your results back, fill in your priority matrix with the findings. You should come up with a few changes you can do immediately and others you will do in the next couple of months. The most important thing is that you make this work consistent. We recommend it quarterly or every 6 months.

Write us back with your priority matrix at chris@zedalabs.com. We’d love to take a look!