From the course: Marketing: Conversion Rate Optimization

Introducing a framework for CRO

From the course: Marketing: Conversion Rate Optimization

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Introducing a framework for CRO

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- [Narrator] As a business leader, you're busy. You wear lots of hats. You get pulled in multiple directions. How do you continue to push your main objectives forward while juggling the million items on your to do list? That's where framework thinking comes into play. A framework is a basic structure underlying a system, concept, or text. Frameworks help provide a proven and streamlined system to use to help drive your team and goals forward without losing focus. Here are two popular frameworks within the conversion rate optimization community. Pirate Metrics is a customer life cycle framework. The ICE scoring system is a prioritization framework. Both of these frameworks are used by the testing project management tool Experiments. Pirate Metrics was actually invented by Dave McClure of the startup accelerator 500 startups. And the name is based off of the acronym AARRR. The framework includes the five phases of a user journey. First is acquisition. How do you get people to your website? The second is activation. How do you activate those visitors once they're on your platform? Third, retention. How do you get a member to come back to your site to reengage? Fourth, revenue. How do you turn a visitor into an actual customer that does a transaction? And finally, referrals. How do you turn users or customers into people that will advocate for your product or service essentially turning your customers into marketers? For running onsite experiments along the customer journey Sean Ellis, the founder of growthhackers.com champions the ICE framework to prioritize and rank his team's ideas. ICE stands for impact confidence and ease. With impact, you score an idea based on the question, what will the impact be if this experiment works? With confidence, you score an idea based on how confident am I that this test will prove to be successful. And third is ease, you score an idea based on what is the ease of implementation based on my resources and bandwidth, then you average the numbers of the three categories to get your ICE score. This helps quantify your team's test ideas based on your main goals and resources. This will allow the data to drive your team's actions as opposed to the person with the loudest voice in the room or the person with the most seniority. So before you take on a big project or try and tackle a complicated problem you want to ask yourself one question, what is the right framework for guiding my thinking? With CRO, these are two frameworks that have been adopted by some of the most innovative brands and products. The right framework can be the difference between running an effective process that hits your goals or one that fails to get meaningful results.

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