To refresh your memory - or introduce the concept - I am going to explain what CRO or Conversion Rate Optimization is and it’s importance. Then we will take a look at a simple example that will help you understand the concept better
It is usually an iterative process. This implies that after the different phases into which we can divide a CRO project, the process reaches a point where it can be repeated over and over again. This is especially important because when proposing a conversion-oriented design, there is usually always room for improvement. For example:

Initial situation of a CRO project

We designed a page within our website in order to obtain the contact details of people interested in attending an event organized by our company. Then, we launched a paid campaign on social networks to attract traffic to this specific page. After a considerable period of time, we see that the conversion rate is on average 5%. However, if we analyze by device, we see that on tablets and mobile phones the figure is 1%. Seeing this significant difference, we decided to do something to improve this conversion rate.

Data analysis

We perform both, a traffic analysis and an analysis of user behavior. Specifically on devices, mobile phones, and tablets. We detected a couple of aspects that could have a significant influence on our mobile conversion rate. Firstly, the form is too low on the page, meaning, at a first glance, the user will not see it. It is necessary for the user to scroll down in order to access it. Secondly, certain information of interest that may encourage the user to leave their data to attend the event, such as the logos of the event sponsors, seems too small and practically goes unnoticed. Many of the CRO techniques go through giving users trustworthy arguments. You can visit our blog post to learn more about 101 conversion optimization techniques. Therefore, can this reduced conversion rate for mobile phones be due to these aspects? The answer is probably yes, but we must use the data to prove it.

The Action

How can we demonstrate the causes of a low mobile conversion rate that we have noted above? By launching an A / B test with a variant of the original design making the modifications that we considered necessary. We verified through testing that the variant has 80% more conversions than the original design. We have improved our conversion rate to 1.8% on mobile devices. At this point, we can consider that this process is iterative since we can propose new hypotheses to try to continue improving said conversion rate. If you want to know more about the phases of a CRO project follow the following link.

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