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- Ensures that the change you want to make to your website is Analytically driven i.e. Data-Driven decision making to ensure we have facts. Data allows us to be sure we are not just making a decision on a gut feeling nor based on the HIPPO (Highest Paid Person\u2019s Opinion) that many organizations have.<\/span><\/li>\n<\/ul>\n
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- Ensures that our team steps into the shoes of the user to see how they feel i.e. User Experience (UX) is a key part of the change.<\/span><\/li>\n<\/ul>\n
Once we understand the above 2 key areas, we can start to generate ideas about what to experiment with. These strategic ideas help us present recommendations for improving certain elements on your website, on your mobile site, or in your app. When we start experimenting, <\/span>conversion rate optimization<\/b> takes place.<\/span><\/p>\n
Experimentation within Conversion Rate Optimization<\/span><\/h1>\n
As explained CRO involves generating ideas or recommendations for elements on your site. These are validated through <\/span>hypotheses<\/span>. I know what you\u2019re thinking\u2026 That seems more related to science than marketing. But we\u2019re here to tell you otherwise!<\/span><\/p>\n
Hypothesis<\/b> = A suggested solution for the possibility, the potential problem, or challenge found. It’s an opportunity to improve.\u00a0<\/span><\/p>\n
The formula we use for creating a hypothesis is: \u201cIf ____, then ____, because ____.\u201d<\/span><\/p>\n
Here\u2019s an example of a hypothesis we might form, based on data:<\/span><\/p>\n
Opportunity Identified<\/b><\/h3>\n
\u200b\u200bThere is a <\/span>25% bounce rate<\/b> on the search results page.\u00a0<\/span><\/p>\n
Hypothesis<\/b><\/h3>\n
If we change the color of the \u201cBook Now\u201d button to one that stands out more, then people will be more likely to click it, because it is more visible.<\/span><\/p>\n
Methodology<\/b><\/h3>\n
Within our testing tools, we create a Test to see if our hypothesis improves the KPIs we are tracking. <\/span>For example, based on the above hypothesis, we updated the color of the book now button to green to draw more attention to it. <\/b>Our main metric to track was \u201cclicks on book now\u201d compared to the control (see example below).\u00a0<\/span><\/p>\n
![\"\"](\"https:\/\/www.makingscience.com\/wp-content\/uploads\/1\/2022\/04\/Control-Variant-300x137.png\")
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- Ensures that our team steps into the shoes of the user to see how they feel i.e. User Experience (UX) is a key part of the change.<\/span><\/li>\n<\/ul>\n