In this series of articles, I write about what I have learned from participating in the CRO mini degree of CXL. This mini degree is totally about how to increase conversion rate optimization and is consisted of many courses to cover every aspect of this field of digital marketing.
So, stay with me on this exciting journey if you are curious about CRO.
Intro to CRO
the first course is about introduction to CRO, what it is and why it is important presented by Brian Massey.
So, what is CRO?
It’s a term that describes a way of approaching your website in which you collect data to understand how changes to your website are going to impact your visitors and thus their willingness to sign up, subscribe, or buy from you.
We want to use this approach to make our marketing funnels, ad campaigns, websites, and our marketing performance improve, leading to more leads, more sales, and less acquisition cost.
The most exciting thing that I learned from this course is how various biases dominate us, significantly affecting our results in this field. So we should treat this field as a scientist. Decisions should be made by data, not by our beliefs or clients’.
So how to approach CRO as a scientist? There is one thing that should be considered: scientists are constantly dealing with making hypotheses. As CRO specialists, it’s our job to make a hypothesis and then find a way to test it.
Hypotheses can be found everywhere. Whenever you think by yourself that the copywriting on your first page can improve or your boss tells you the image on your landing page is not appealing enough, there is a hypothesis in your mind.
The critical question here is how to run this hypothesis through a well-established method that makes us more like a scientist?
One great way to handle this is putting all these hypotheses in a spreadsheet and prioritize them by three criteria called ICE framework, which stands by Impact, confidence (proof), and effort to test. By this method, no idea is lost in the process, and all of them are ranked.
The ideas that go through this process should be in a specific style to be testable. The style could be like this:
If I do (blank)
I expect (blank)
to happen, as measured by: (blank)
This provides specificity for our ideas and clarifies the purpose of every test and how it is proved if it was successful.
There are many sources that these ideas can come from, such as researches done before, Analytics, user testings, focus groups, online heatmaps, etc.
In the second part, I want to write about sales copywriting and product messaging presented by Momoko Price. This course is literally the best resource for copywriting I’ve seen online. She has a particular data-driven approach to copywriting which is very different from what you have ever seen. copywritng seems to be an artistic part of marketing which is usually delegated to copywriters to do that on their own. The process is all away from any data. But the process laid out by Momoko can be used by any team and is really straightforward.
Momoko’s method of copywriting is based on three models. MEClab’s conversion sequence heuristic, Cialdini’s principles of persuasion, and Claude Hopkin’s scientific advertising.
MEClab’s conversion formula is like this:
C = 4M +3V + 2(I-F) -2A
C represents conversion, V is the value proposition, I is the incentive, F is friction, and A is anxiety.
This is not a formula but something to show the importance of every element in conversion. It seems that motivation has a significant effect on the conversion, but it’s not under our control.
The next element is the value proposition which is entirely generated by us. Anxiety, incentive, and friction are also things that we can change to affect conversion.
The persuasion principles of Cialdini are the other thing that is presented in this course which you may be familiar with. Social proof, authority, liking, scarcity, reciprocity, and commitment/consistency.
The other rules belong to Claude Hopkins, a great copywriter before the digital era and one of the pioneers of performance advertising.
his rules are:
1- be specific
3-tell the full story
4- be a salesman
All these three theories mentioned create a framework that can be used to assess copywriting of a web page.
As I said earlier, copywriting is kind of an artistic activity. So. if you want to assess copywriting, everyone might have different ideas and can’t help the copywriter make his work better at last. But by approaching the activity with a systematic mindset, these problems can be solved.
Another tool that can be helpful is marketing funnel. Combining the marketing funnel with the earlier framework, we have a list of yes/no questions in marketing funnel order. By answering these questions, we have assessed our copywriting in every aspect.
This method is used to evaluate copywriting and improve it. What if we want to do this activity from scratch?
That’s when we have to do message-mining. Message-mining is the process of searching the internet or other sources available for instances of our target customer voicing.
For example, you sell a special kind of shoes. You can search for reviews of your products or the competitors’ to see the real descriptions of customers using your products in their own way, solving their particular problems.
The key themes of this customer’s voice are motivation, value, and anxiety. Every sentence that might be useful for us can be listed in one of the three categories. after collecting these sentences, we can use them in our copywriting. Customers speak their own language and this way we can earn their trust.
We saw that the main element of conversion is the value proposition. So what precisely a value proposition is?
There are lots of definitions for it but to make it simple the reason that customer buys from us and choose us over the competitors.
The best way to find our value proposition is to look at it as the intersection of what our customer wants, what our product does, and what is unique about our product.
We should find these from customers and people that come to our website. Again we can have the best value proposition by research and data-driven method.
In this part, I tried to explain what I’ve learned until now by taking part in the CRO course of CXL. I hope you have enjoyed it.