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5 tips to elevate your CRO practices

This year on the 15th and 16th of May, Google held an event centered around everything to do with conversion rate optimisation (CRO), aptly named Conversions@Google 2018. iProspectNL (part of Dentsu Aegis Network) was there together with our clients Transavia and Foot Locker. In just under 2 days, we were treated to a wide array of speakers on all sorts of topics ranging from confirmation bias, data validity, user interaction, mobile- and webtrends. As well as new technologies and techniques to implement in order to further enhance user experience.

The audience comprised agencies and companies alike, the aim being to elevate everyone's CRO practices to a higher level. A good portion of the talks centered around having a critical look at your own current way of working, what direction the industry is headed towards and how to adjust your processes to accommodate for this future.

We've listed some of our favorite speakers and what you could take away from their talk.

  1. Your Brain Is Lying To You – By Michael Aagaard
    Michael Aagaard the Conversion Viking kicked off the event with a talk about confirmation bias. In an industry in which persuasion plays such a giant role, submitting yourself to a critical look is something we often forget. Confirmation bias, stating that you tend to look for confirmation of your own beliefs and therefore steering away from possible contradictions, is something that's very easy to fall into when you're the one setting up the experiments. Keeping in mind to have an open view and accepting the possibility of you being wrong is a healthy way to approach your testing setup.
  2. Meaningful Data – By Simon Ahava

    Even though it's generally one of the more dreadful subjects to talk about, Simon Ahava took on the challenge of talking about data. More specifically, what is your data? We are very keen to report on metrics, KPI's and otherwise measurable insights, but will very quickly overlook just exactly what it is we're looking at. What exactly is a "session"? How is it defined to its deepest level? And what repercussions does that have on the conclusions we're drawing from it? It's great to be able to report an uplift in any arbitrary metric, but is your data actually telling you what you think it is?

    As George Canning mentioned: "I can prove anything by statistics, except the truth."

  3. How to improve Sign Up, Sign In and Payments – By Andrej Lippatsev

    Google's own Andrej Lippatsev talked about 2 interesting solutions Google is offering themselves: The Google Single Sign On and Pay With Google. The technologies have been around for a while now, and they're not the only ones of their kind. What they offer however is a way to think outside the box. How often do you see it that we're optimising log-in forms, or payment funnels, by testing copy, layout, autofill / -correct, placeholders etc., without ever considering changing the whole process? Rather than having these forms and monotonous forms, why not implement a single button? Single Sign On and Pay With Google allow you to do this, and surprisingly it's very accessible for testing through client-side testing tools.

  4. Optimizing Device Experience – By Craig Sullivan

    The first day was closed by the ever-eloquent Craig Sullivan, Optimiser of Everything. Demonstrating how the true complexity of conversion rate optimisation lies in its simplicity, he prepared a ready-to-use way of working for everyone in order to kick start their own optimisation efforts. Using actual cases as well as a good dose of humor makes the talk both informative, interesting as well as eye-opening. Too often will we look at what's new and cool, instead of asking the question "Can people even use what we currently have?".

  5. What has mobile to offer – By Luke Wroblewski
    A lot of Craig's focus was on mobile user experience, which was a sentiment echoed in Luke Wroblewski's talk. Presenting trends in a very clear, data-backed story, he reiterated how much focus there is currently on mobile, and that this will only exponentially grow in the coming years. As a marketer, this means that your efforts on mobile will only become more crucial. It is no longer acceptable to scale down your desktop experience to mobile. Take advantage of what mobile has to offer, and take its limitations into consideration. Work with alternatives to clunky forms and big menu's, take into account physicalities (where is someone's finger? How far can they reach? Where is the Android/iOS menu bar?) and keep in mind all the hardware options and challenges that mobile has to offer as well. Differing internet speeds, camera's, GPS, notifications, microphone, etc. Designing for mobile from the ground up, rather than translating from desktop, will see a large spectrum of solutions otherwise not thought of.

All in all the event was more than helpful, providing us with valuable insights towards the future of CRO. We've already started putting several of the take-aways into practice, and would like to encourage you to do the same.

Happy testing!

Davy Schuyt,
CRO Developer @ iProspectNL