Leveraging the three components of CRO

[Reyed Mia (Apprentice, DIU)]

Leveraging the three components of CRO

True conversion optimization lies in the intersection of three areas. One is persuasion marketing. Then there is experience design. And third is the scientific method. Conversion optimization is a unique area, because there's such a wide range of skills, you need to do it well. In persuasion marketing, a skilled conversion strategist knows how to develop and communicate a strong value proposition and build desire in their prospects. This is where you create motivation for completing your call to action. It involves communicating the right message to the right people at the right time with clarity.

Now once you've created that motivation to act within your prospects you need to facilitate that action. That's where experience design comes into play. Experience design is the secondary. It's focused on the transactional elements of your marketing. Once you've created motivation your prospects need a seamless painless and even enjoyable way to complete the action. Now a third area is the scientific method. That's how you test your hypotheses you've created within the first two areas. This requires using a rigorous process of continuous testing, iteration and improvement done with controlled testing.

Often people approach CRO from the perspective of their own experience and miss other important opportunities. So marketers, for example, might assume that CRO is all about communicating a persuasive message or using persuasional tactics. User experience practitioners may think it's all about perfecting forms and shopping carts or creating just the right types of error messages. A web analyst often gets stuck thinking the answers are all in the click path data. And researchers think it's only about surveys and user experience testing and you know understanding the voice of customer.

And most importantly, most of these people aren't testing nearly enough in any discipline. But by looking holistically at all areas, a skilled CRO strategist will find opportunities to build great persuasive experiences that couldn't be accomplished through a more narrow focus. Conversion optimization truly is a Renaissance skill, mixing the art and science of many disciplines all in one. So think deeply about your customer's experience. Look for opportunities to test in all areas, in your copywriting, in your design, you interaction, your product, psychology, pricing, and anything else that comes to mind.

It's all on the table for testing. And thinking outside your own traditional discipline will open up new ideas and help make you a better conversion optimization strategist.

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