Tactics, replicating case studies, lists of “things to test”…
That’s for amateurs.
Seriously, if you’re serious about achieving results through conversion optimization, you can’t apply anything you read and expect it to work because it worked for someone else.
Your website, audience, content, and company… they’re all unique. What worked for another company won’t necessarily work for you.
This is why it’s so important to leave tactics behind and focus on strategies, and you guessed it, the process.
This framework is what’s currently being used by some of the world’s best conversion rate optimization experts.
And with it’s 5 simple steps, you’ll finally get a clearer path to increasing your paid user conversions.
This is what leads my clients’ optimization projects.
Follow this framework step by step, one after another, and you will gain clarity and efficiency in your optimization efforts.
(Hint: Step #4 is used by very few conversion experts, but it works EVERY TIME and drove some of the biggest wins for the SaaS companies I work with. Let’s just say it’s my secret sauce…)
Step 1: The Magnifier
The Magnifier stage is where you should begin. Never skip it! Here, you’ll analyze all of your past data & experiments and document your existing data.
- Analyze your analytics and find your lowest performing pages
- Analyze your funnel and determine its weak spots
- Analyze your existing / previous tests. What are the biggest learnings?
- Map out your features rollout plan. Do any require extensive marketing efforts that need to be taken into consideration for future experiments?
- Determine your goals, KPIs, and metrics you’ll use to measure your optimization efforts.
Step 2: Gathering
The Gathering stage is crucial. It’s the strongest foundation to build for what’s coming next. This is where you will gather qualitative and quantitative data for data-driven optimization.
- Perform usability & accessibility tests
- Perform a complete heuristic analysis
- Perform a complete quantitative analysis
- Gather & analyze qualitative data with methods such as surveys, polls, phone interviews and similar
- Set up and analyze mouse tracking tools
Step 3. Prioritization
With the insights you’ve gained from the Gathering stage, it’s time to create hypotheses and launch tests. But first, you need to prioritize your findings to determine what to test first!
- Prioritize pages that are getting the most traffic .
- Focus on optimizing the end of the funnel before tackling its top layers.
- Determine the ease of implementation for each hypotheses. Focus on those with the greatest ease of implementation & biggest potential impact.
- Begin with accessibility & usability issues before diving into persuasion.
Step 4. Warming Up