CRO, Conversion Rate Optimization, is defined as a continuous process which seeks to improve the conversion rates and processes of a website or eCommerce. This is a process divided into several phases that are repeated within a same cycle of which the beginning and end at the same time is the analysis.
Initial definition of objectives: Setting control KPIs that include both final objectives (a sale) and micro-Objectives (X pages seen in a session, for example).
Initial performance analysis: Both quantitative and qualitative. So we will analyze metrics such as sessions, page views, bounce rate, etc. As heat maps or even testing user groups that respond to the target.
Creation of initial hypotheses: That allow us to reach some preliminary conclusions and thus pass to the Testing phase.
Planning of the test: Where we will see how to carry out the tests, tools to use, general strategy, definition of metrics to measure later, etc … In this sense, it should be said that the Test does not only exist at the UX (User Experience) level on the website itself If not, it can also be tested from the traffic source, thus analyzing the performance of each type of campaign according to the target page.
Test execution: Phase in which we will apply and analyze what has been decided in the previous phase.
Analysis of the results: Once the test is finished, we will carry out the initial analysis but with the new results obtained, and from there return to the hypothesis phase and start again.
At Somos Sinapsis we are in charge of carrying out this whole process, but always with your close collaboration since nobody knows your business like you do, so your role, especially in the hypothesis phase, is essential.