CRO to a Specific Page
Questions to Ask
Does this page have high traffic but low conversions?
Is the average duration low compared to word count or video length?
How expensive is the organic traffic coming to this page?
How easy is it to implement CRO changes to this page?
How much financially would it cost to implement CRO changes to this page?
How much effort would it take to implement the CRO changes to this page?
Data to Gather
Highest bounce rate pages
Highest abandonment pages in funnel
Top most valuable pages to the website
(1) Understand the Visitor
Why did they come to your website in the first place?
What stopped them from converting?
Did they find what they were looking for?
If they did convert, what almost stopped them?
(2) Plan
Who are we trying to persuade?
What action do they want to take?
What action do we want them to take?
(3) Measure
What action do we want them to take and how do we measure it?
What pages do we test?
Where/how do we judge the success?