Where to start when running an optimisation program
Like public speaking, running a CRO program can be daunting at the beginning, when you are not quite sure where to start. You may have access to the client’s data, they have shared with you their main competitors and expressed what the required conversion targets are. You are set to start working on helping them increase conversions. However after 3 hours reviewing their site and competitors you may feel somewhat lost as you start breaking down the infinite number of possible targeted segments.
It is easy to fall down the “rabbit hole” of data, or get lost down the path of obsession about micro conversions and fail to tie it back into a logical and systematical testing plan. At Conversion Kings we work through a high velocity of test every single day, so efficiency is only second to quality. Being able to uncover the conversion blockers with pace is essential.
We have a two step process to get a project started after all the planning and project management has been complete. Our first step is to run a usable discovery session with a client and second is to truly understand the primary market, persona or marketing segment. (Yes there is a difference between all three, however use what you are most comfortable with based on time, information and budget available)
Run a useful discovery meeting.
The first discovery session I ever ran was back in 2004 was when I was developing websites. I had a very impressive briefing document, and a detailed questionnaire. This process failed in a glorious fashion one day, when delivering the first round of designs to a client who was upset that they felt the design did not represent the answers given in the discovery.
Embarrassed, I needed to think bigger “Is what I am asking helpful in delivering a better product?” I then became obsessed with ensuring that;
1. Only ask great questions
The better the question, the better the answer
2. Tie all questions back to delivery
If an answer would not give me an actionable outcome, then it is not needed
With these two points in mind, 12 years and hundreds of discovery meetings later, I feel my information gathering sessions are fast, sufficienct and most importantly usable. To help guide you here are my top 5 tips for a great discovery session.
1. Send an agenda
2. Run introduction the same way you run your daily stand ups
3. Keep within 30 minutes
4. Have someone take notes, another mediate and another time track
5. Circulate notes
Understanding the clients market
If you are reading this article, I would assume that you have a higher than average curiosity for all things digital which would put you in the top percentile of digital achievers. This being said, as we ascend to increased knowledge we can get lazy in truly understanding a client’s market. Simply rest on our growing knowledge and experience is just not enough.
No matter how intelligent we are, no matter how much experience we have, there is no possible way we can know the thoughts, feeling and desires of every client’s target market. So to understand them, you need be empathetic. The most effective way I have found to become closer to a target market is to listen, ask questions, listen some more, ask more questions and keep listening.
When you truly focus on what the market is saying, really giving them the respect of your attention, you will be amazed how enlightening and passionate you become about their problems.
Whenever we start a CRO program, the first two places we start are at discovery and understanding the market intimately. Try holding back from jumping straight into conversion tactics and try and see the world from the eyes of your customers and clients. The difference will be amazing.
If you are struggling to get a project off the ground or would like to discuss how we can help, feel free to reach out. We love to help.