Anthony Mcloughlin

CRO or conversion rate optimisation is becoming more mainstream, partly due to more coverage in digital marketing blogs and partly thanks to the selection of great CRO tools currently available. But CRO isn’t just about changing the colour of a few buttons and expecting to see massive improvements in your conversion rate. You can test any element of your site from text, imagery, colour and layout – in fact knowing what to test can be half the battle. We’ll be posting some more detailed posts about CRO with real results in the coming weeks.

In the meantime I thought it’d be cool to take a look at conversion rate optimisation using cinemagraphs. Just a light-hearted post inspired by Chris Dyson but I imagine this could be one of the early experiences many people have with CRO 🙂

 

It’s 9:00am and your boss asks why the site conversion rate is just 0.5%…

Chewing

 

 

You guess that’s bad so you head off to Google to find out what you can do about it…

 

 

It seems that CRO is the answer, tweaking and changing site elements to encourage more conversions…

Chopping

 

 

You try to choose something to test but there’s just too many elements…

Juggle

 

 

So you decide to use ‘scientific methodologies’ to select some changes…

Bottle spin

 

 

You ask the dev team to make the changes, but they…seem…busy…

Ball swat

 

 

So you try to make the changes yourself…the dev team notices this and are unhappy…

Pointing gun

 

 

However, you find a way to edit the code without them noticing…

jaybob

 

 

The change is live for a week. You check the conversion rate just a couple of times…

Peeking

 

 

But your boss appears less patient…

Angry chew

 

 

You tell the rest of the marketing team about the CRO test. They seem thrilled too…

Excited

 

 

Finally the conversion rate goes up a little. You’re expecting…

Clapping

 

 

But turns out the ‘under the radar’ change you made broke the site on iPad…the boss uses an iPad…

Raining

 

 

The boss, who now bears a striking resemblance to Jack Nicholson, doesn’t like it when the site breaks…

No way

 

 

So you return to your desk, looking for inspiration…

stapler

 

 

…and find someone willing to help – beardy Dave from the Design department…

Stroke

 

 

He tells you about software that lets’s you manage CRO tests easily – it comes with great reporting…

Happy dance

 

 

You suddenly feel in control, strangely powerful…

Powerful

 

 

You use the software and carefully monitor the results…

swiping

 

 

The software helps you run more tests and generate a load more orders, things are busy…

Orders

 

 

Happy with your efforts, you head to the bar for a well earned drink…

Drinking

 

 

The next day your boss, who now looks suspiciously like Clint Eastwood, seems happy…

Nodding

 

 

And now you’re a CRO legend – the one person people turn to when they want to squeeze more out of the website…

Legend

 

If you’re in this position and find yourself hunting for CRO software, we recommend and use Visual Website Optimizer and Optimizely🙂 Both top bits of software, just install one script then the CRO world is your oyster!

P.S Before a deluge of clever commentators notice, not all the gifs above are strictly cinemagraphs (the Jay and Silent Bob image is just a looping gif really) but hopefully it still made you smile!

Cinemgraphs credits: Tech Noir    Cinemgraph Collection    The Ultra Linx    Tripwire    Head Like an Orange    Buzzfeed    Superwhite    &    Hongkiat

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Anthony Mcloughlin

Posted By Anthony Mcloughlin

Anthony is a key member of the digital team at Tone, helping dig deep into stats to further understand user behaviours. Follow him on Twitter @anthony_mac85 and on Google+