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What are the best practices for transparent and honest CRO efforts?

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CRO, or conversion rate optimization, is the process of improving the performance of your website or landing page by testing different elements, such as headlines, images, copy, or calls to action. CRO can help you increase your conversions, leads, sales, or revenue, depending on your goals. However, CRO is not a magic bullet that can guarantee instant results. It requires a strategic and ethical approach that respects your visitors and their preferences. In this article, we will discuss some of the best practices for transparent and honest CRO efforts that can help you build trust and loyalty with your audience.

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Patrice Thiriez

Les sciences cognitives appliquées au business ?? Consulting, Formations & Conférences @Krakn Behavioural ??
Marcelo Calzabara

Autor del libro: Manifiesto ?Somos personas! Relaciones estratégicas . Comunicador . Escritor . Columnista de radio

1 Define your objectives and hypotheses

Before you start any CRO experiment, you need to have a clear idea of what you want to achieve and why. You should define your objectives in terms of measurable and relevant metrics, such as conversion rate, bounce rate, average order value, or customer lifetime value. You should also formulate your hypotheses based on data and insights from your analytics, user research, customer feedback, or industry best practices. Your hypotheses should state what you expect to happen, how you will test it, and why you think it will work.

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2 Follow the scientific method

CRO is not about randomly changing elements on your website or landing page and hoping for the best. It is a systematic and rigorous process that follows the scientific method. This means that you should design your experiments with a control and a variation, run them for a sufficient amount of time and traffic, and analyze the results with statistical significance and confidence. You should also document your findings and learnings, and use them to inform your next steps.

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Patrice Thiriez

Les sciences cognitives appliquées au business ?? Consulting, Formations & Conférences @Krakn Behavioural ??
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Lisez les auteurs de la psychologie sociale et cognitive, des sciences comportementales, les auteurs de références sur les mécanismes de l’infuence… les leviers comportementaux sont nombreux et méritent d’être bien étudiés pour être appliqués efficacement. Comme on le dit chez nous, ils sont à déployer ??avec éthique et tact??. D’ailleurs, de ma propre expérience, pas mal d’acteurs pensent convertir davantage en adoptant des parcours ??peu éthiques??. Je vous confirme que c’est une erreur à court terme et à long terme !

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3 Be ethical and respectful

CRO is not about tricking or manipulating your visitors into taking action. It is about providing them with the best possible user experience and value proposition that matches their needs and expectations. You should avoid using deceptive or misleading tactics, such as fake scarcity, false claims, or hidden fees, that can damage your reputation and credibility. You should also respect your visitors' privacy and consent, and comply with the relevant laws and regulations, such as GDPR or CCPA, that protect their data and rights.

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4 Communicate and collaborate

CRO is not a solo activity that you can do in isolation. It is a team effort that involves multiple stakeholders, such as designers, developers, copywriters, marketers, or managers. You should communicate and collaborate with your team members and other departments, and share your objectives, hypotheses, results, and learnings. You should also solicit feedback and input from your team members and other experts, and leverage their skills and knowledge to improve your CRO efforts.

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5 Test and iterate

CRO is not a one-time project that you can finish and forget. It is an ongoing process that requires constant testing and iteration. You should not rely on assumptions or opinions, but rather on data and evidence. You should not settle for the first positive result, but rather explore other opportunities and challenges. You should not stop at optimizing one element, but rather look at the bigger picture and the overall user journey. You should always test and iterate your CRO efforts to keep up with the changing needs and behaviors of your visitors.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Marcelo Calzabara

Autor del libro: Manifiesto ?Somos personas! Relaciones estratégicas . Comunicador . Escritor . Columnista de radio
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Más allá de la estética, la gráfica, las imágenes, los botones de acceso y enlaces, y la disposición en general del dise?o web, para lograr que los esfuerzos del CRO se consoliden como transparentes y honestos hay que tener en cuenta que la propia comunicación -tanto descriptiva como la persuasiva (llamadas a la acción / utilización de palabras SEO / otras)- incluya contenidos que los visitantes se sientan atraídos, tanto por la adaptabilidad y la facilidad de navegación, que influyan en su comportamiento, como también que se constaten con la realidad de la organización. Por eso hay que monitorear para, eventualmente, mejorar estas variables, a efectos de que el visitante decida volver, pero sobre todo, para poder convertirlo y fidelizarlo.

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What are the best practices for transparent and honest CRO efforts?

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1 Define your objectives and hypotheses

2 Follow the scientific method

3 Be ethical and respectful

4 Communicate and collaborate

5 Test and iterate

6 Here’s what else to consider

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