From the course: Marketing: Conversion Rate Optimization
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Running a prioritization framework
From the course: Marketing: Conversion Rate Optimization
Running a prioritization framework
- [Narrator] After conducting research studies and analyzing data, you should have lots of test ideas, but where do you start testing? When kicking off CRO, it can be helpful to start with the 30,000 foot view of the entire user journey to help determine where to dive in and focus. Using the pirate metrics framework, you can isolate the areas of the funnel based on the perspective of the customer journey. Pirate metrics breaks down your user journey into the following five categories. Acquisition, how are your customers finding your website? Activation, how do you activate visitors once they're on your website? Retention, how do you retain customers and get them to come back and engage with your platform? Referral, how do you turn customers or visitors into marketers? And then finally, revenue. How do you turn visitors and the customers that actually do a transaction with you and become a paying client. Now that…
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