From the course: Marketing: Conversion Rate Optimization
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Gaining insights from experiments
From the course: Marketing: Conversion Rate Optimization
Gaining insights from experiments
- [Instructor] Yes, there's no doubt that the top priority for a CRO program is to increase conversions. But the truth is that the insights you gain from testing become the most important aspect of CRO. Those insights can transform your entire business strategy. From a performance perspective, every test will have one of three outcomes, it'll win, it'll be a flat test, or it'll lose, but you should always learn something from every test. It's the advanced CRO teams that always focus on uncovering those key insights that get the best results. Here are the key items to focus on when looking to gain learnings from test. First, can you trust the data? Did we reach statistical significance? Was the testing duration long enough to ensure true confidence? Next, take a deeper look at the winners and losers by segments, look at mobile verus non-mobile, paid versus unpaid traffic sources, new visitors versus returning, buyers…
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