DTC+: Atomized CRO

Hey everyone,

Most CRO content is weak.

Arbitrary before and afters, moving things around that might look “better”, but lack the following:

• Why are changes made (data vs opinion)

• What are the real world results (how was a business impacted)

• Losing tests and what can we learn from them (coming soon)

I was guilty of it myself, but that’s what happens when you follow trends vs putting in original work to carve your own niche.

It’s also damn boring creating the same content as everyone else is.

My goal with this newsletter is to take insights a step further and really dig into data and changes that were needle movers based on our real world testing data from the agency and present those in just a few minutes here.

Time to atomize website components and understand what’s actually driving change.

I will share how we think about data-backed optimizations and reveal what has actually moved the needle for businesses and why.

What we often find is that small, educated and precise changes have a bigger impact revenue-wise vs doing a navigation overhaul, for example.

The good old 80/20 principle, valid for CRO and life in general.

So, deep into CRO land we go with one of the most fascinating tests we’ve ran:

2 words changed, +$102,588 /y gained.

If you’re not surveying/talking to/asking your customers about your product, you’re leaving money on the table, big time.

Here’s what the top survey responses were for this client:

Price is often the biggest objection people have to purchasing, but the actual monetary value is not the real stopper.

The real worry is whether they will get the value they expect in return for that price and also if they don’t, is there a way to get their money (value) back, easily.

Having the above in mind, we looked at a high-impact area around the CTA where we could handle that objection and this was the test:

And these were the results with a 94.1% statistical significance:

Told ya, changes don’t need to be huge to yield huge returns, they just need to be laser focused and based on real world data.

Have a great one and till next Monday in the AM,

Julian

PS - How we try to navigate CRO

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