How to Overcome CRO Challenges

let me start by saying this Clarity.
beats persuasion at any given day.
and this is the main issue with this.
client but before we understood that we.
struggled to increase the conversion.
rates but and um you see that conversion.
our problem it's not the problem but our.
challenge because we were running with.
80 percent of clients from Europe and.
North America where the market is way.
more mature than back home.
we made some rookie mistakes.
rookie mistake number one we assume that.
people would know that the brand sells.
online rookie mistake number two we.
assume that people know how to order.
online and this is the basic principle.
when doing anything like anything when.
it comes to cro whether in into your ads.
all your page or anything in between.
never assume anything.
here is what we did to fix the cro.
challenge we started collecting data.
collecting the qualitative data we run.
surveys exit survey trying to understand.
one thing which is why people didn't buy.
from us if you only look at heat maps.
and recording you won't get the full.
picture.
a heat map or a recording will show you.
that the customer didn't know what to do.
and then you come up with a unique.
hypothesis that you need to make your.
CTR bigger.
but.
the reality was that the client didn't.
know how to order and that's due to the.
market immaturity.
in order to come up with this.
breakthrough we run surveys we asked two.
simple questions why didn't you buy from.
us today and how can we do to serve you.
better this two-sample question let's.
ask to discover that it wasn't a.
punctuation problem but rather a Clarity.
one and we decided to make everything.
clearer and improve.
we created videos on how to order.
FAQs answering all and every simple.
questions we converted them to videos.
and we run ads to blog posts showing how.
to order from our websites we overcome.
the clarity challenge people started to.
understand how to add products to the.
cart how to order how to buy what to.
expect when the delivery is out when.
like um how what happens after they buy.
all of that was fixed and the cro tests.
started making results.
we have run experiments to increase.
every micro conversion through the whole.
funnel getting more micro assets from.
the moment they see an app to placing an.
order and Beyond like headline split.
tests product images product.
descriptions call to action text and.
buttons card Pages checkout Pages.
pricing shipping pricings hero sections.
landing pages and messenger messaging.
and so on.
and here is how our cro process looks.
like we built the landing page with the.
best practices in mind.
imported info above the fold.
clear value proposition clear ctis.
social proof Authority proof we install.
hojer and all Clarity Clarity is a free.
tool from Microsoft.
so we can get all the recordings.
but how jar became a little more.
expensive recently but the extra or the.
bonus it's a it's like it does all in.
White in one place heat Maps recordings.
and surveys so we start pushing traffic.
we collect the data from heat Maps.
recording and surveys and we start.
analyzing all the data like combining.
the qualitative data plus the.
quantitative data we keep the winning.
test and we redo the whole process over.
and over again for each section for each.
section and each part of the site and.
each source of traffic.
after going through the cro process.
we improved many parts and this is how.
it looks the home page we added the.
research and filters all type of filters.
like it's super crucial when the markets.
when the marketplace or shop offers many.
skus many Brands and many categories.
like hair lips and so on highlighting.
the ctas using a different color.
then the brand caller you don't want.
your CTA to blend in.
making the home page longer different.
sliders scrolling to tell stories we.
added different product product sections.
best sellers new releases products in.
promo and each section has a unique.
color while respecting the guide the.
guideline and the brand book of beauty.
store.
for the product page or the money page.
this is what we did we added more.
picture.
more variety and goals how to use it.
ugc picture lifestyle picture we.
highlighted the call to action we.
simplified the product description.
because you know people don't read text.
they skim through the coffee so through.
the copy so we need to make it easier.
through bullet points.
and we highlighted the unique selling.
points of beauty store.