~/topics/cro
CRO & Conversion
The cheapest way to grow a site’s results — sales or leads — isn’t buying more traffic: it’s converting better what you already have. That’s what CRO means, and it holds identically for an ecommerce store, B2B lead generation or a B2C quote request: data, hypotheses, tests, UX.
How I got here
Conversion is the single thread of my career. Ecommerce since 2008 — Magento, product and category pages, the same topics I brought to #SEOCMS — and then increasingly CRO beyond ecommerce: B2C and B2B lead generation, funnels, forms, landing pages, lead qualification. Two worlds, same laws: understand why someone postpones a decision and remove that reason.
What I believe
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A conversion is a decision: your job is to remove the reasons to postpone it.
True for a cart and for a contact form alike.
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An A/B test without a hypothesis is a lottery.
If you don’t know what you expect and why, the result teaches you nothing.
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In B2B, conversion doesn’t end at the form: a wrong lead is a cost, not a result.
Optimising for lead volume without looking at quality moves the problem, it doesn’t solve it.
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The product page is the most underrated page on the web.
Its lead-gen equivalent is the landing page that talks about you instead of the customer’s problem.
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Speed is a sales feature, not a technicality.
Every second of wait on mobile is a cart going cold.