Review: CXL Institute Mini-degree in Growth Marketing 3/12
Things got complicated! 10 days ago I started my 3rd week at CXL Institute Mini-degree in Growth Marketing. I also started working full-time on my new project, there were some new major COVID-19 restrictions coming on in Slovenia and consequentially I was struggling with the motivation BIG TIME!
I made myself to go through few lessons from the course Conversion Reasearch, taught by Peep Laja, but I didn’t manage to finish the whole course. I was also running late on my blog post and I was feeling seriously bad about it. I promised myself, I will make it up this week!
Anyway, I still made it to go through the first three lessons of the Conversion Research course. In the first lesson: For Brand New Businesses: Customer Development Peep gives some valuable insights to new business owners/start-ups. I found this lesson increadibly useful and very practical.
I won’t go into the details of the lesson, but I would like to share with my readers three book recommendations by Peep Laja.
These three book are:
All three books are very well known and are considered as a “classic” read for new business owners. I didn’t have a chance to read any of them yet, but I will try to use my time in lockdown wisely and read all of them. :)
And, of course, the last thought by Peep is just pure gold…
If you try to get your business going without having read these books, you’re just shooting yourself in the foot and make hundreds of stupid mistakes.
The second lesson of the course is focusing on The ResearchXL Model, which consists of a six step framework:
Step 1: Heuristic Analysis
Step 2: Technical Analysis
Step 3: Web Analytics Analysis
Step 4: Mouse Tracking Analysis
Step 5: Qualitative Surveys
Step 6: User Testing
Step 1: Heuristic Analysis
This step is vital to understand the user’s experience on the website. You can either use your intuitive approach tailored to your business needs or keep in mind the four features to audit the site for analysis. Your custom-tailored plan should at least have four elements that are vital in verifying the website:
Step 2: Technical Analysis
It’s time to conduct a technical analysis after the website audit with heuristic analysis is completed in an attention-to-detail manner, ensuring that the website features and functionality are working in conform to the updated requirements — optimization of the features and functionality that can be improved. According to the business requirements, and a website you own, the technical analysis can vary to a great extent.
Step 3: Digital Analytics
The power of data and analytics is preferred when making decisions because a business could perform much better in combination with the intuition involved in business decision-making. Data and Analytics provide a better current state of your site conversions and point out where’s clarity, friction, anxiety, and distraction in the customer’s user journey process. All of the analytical techniques is to help better the experience of your site users. Setting up metrics and tracking them to realize what area would need improvement is essential.
For example, Google Optimize does a great job of integrating Google Analytics to track the analytics, and that creates a whole experience in tracking conversions.
Step 4: Qualitative Research
Qualitative Research is another essential component of the ResearchXL Model. Surveys and polls would be a way to conduct qualitative Research on-site.
For instance, a well-known clothing retailer’s e-commerce store removed the suggested products in the checkout page; hence, resulting in a higher conversion rate. It wasn’t necessarily other factors such as product quality, checkout page design, or top product price. Still, because their suggested products were so appealing to the users, they ended up exploring them and ended up getting distracted, and eventually, no conversions. Therefore, analytics is essential to find out if any part of the process in the user’s customer journey your business should be focusing on, whether it is the friction, anxiety, and distraction.
Step 5: User Testing
User Testing is perhaps the most critical step in identifying if the above Research should have any additions or deletions to ensure the integrity of the model is intact. Just like a plumber checks for leaks after changing the pipes to ensure their correct installation, testing is essential to ensure everything your conversion research works harmoniously to bring desired results.
Step 6: Mouse Tracking Analysis
The tracking of online behavior helps understand how a user goes through a user journey on your website. That means all the hard work you or your team put into Conversion Research; a CRO software can record website navigation by a user. For instance, VWO — a large CRO software company provides the videos of a user-session, i.e., how a user navigates through your website. For an e-commerce store, it can be helpful to determine if a user could accomplish what they were looking to achieve.
The last lesson I go through last week was a lesson on a Site Walkthroughs. I found this lesson very useful also at the project I’m currently working on. I have to agree that the poor cross-browser and cross-device compatibility issues are highly impacting the conversion rate. I run a check in Google Analytics for an E-commerce store and I found out, there are some major compatibility issues every time Woocommerce is releasing an update.
I have to say this little “hack” really helped me to achieve my first“quick-win” at my new project and I’m really thankful for this insight. :)
In the next days I’m planning to conduct the whole Site Walkthrough for this new project (and I will take tons of notes). If everything works out well I’ll write more about this in my next blog post on Sunday.