November 22, 2024
Thinking a happy thought. It’s the CRO Roundtable Roundup!
Thanks to Matt Beischel, Iqbal Ali, Veronika Morozová, and Craig Sullivan for joining us. Want to get in on the action and talk with cool CRO people like this? Then join us this Friday, November 29.
One Sentence Takeaway
This Time We Discussed:
User Journey Contexts
- Importance of mapping the journey from trigger to conversion
- The role of relevance and user intent
- Tracing user behavior from ads, emails, or organic links to the landing page
Form Optimization
- Analyzing re-edits and drop-off points using session replays
- Mandatory fields and abandonment rates
- Balancing early versus late price disclosure to maintain conversions
- Testing toggles for optional fields
- Small explanatory elements (e.g., form helper text) significantly reduce friction
- Understanding cognitive load in form completion
CRO Tools and Platforms
- Form behavior analysis tools like Zuko Analytics and Exatom
- Microsoft Clarity and other alternatives for heatmaps
Challenges with Vendor Pricing
- Content Square’s cost-effectiveness
- Overpricing trends in CRO tools targeting enterprise clients
- Tensions with service vendors like Optimizely and VWO providing consulting in addition to software
- Maintaining client trust amidst vendor strategies
UX in Education Websites
- Prioritizing key user needs, such as price transparency, on university sites
- Iterative testing to align content with prospective students’ priorities
Quotes of the Week
Standout quips from this week’s roundtable
“If the dog had a wallet and you needed it, he would give you everything that he had.” – Craig Sullivan
CRO Link Digest
Links to interesting, amusing, thought-provoking, or downright silly content shared at this week’s roundtable
- GA4 Device Mining – Looker Studio template
- Zuko Analytics – form analytics software
- Exatom – form analytics software
- Microsoft Clarity – free heatmaping and session replay software
- Mouseflow – digital experience analytics, including heatmaps, session replays, user feedback, etc.
Off-Topic Sidebars
Experimentation isn’t the only thing we talk about at the CRO Roundtable. There’s often a healthy dose of discussion on shared interests, personal passions, and hobbies. This week we had some sidebars about:
- Pet care challenges, from diet to medical operations for pugs
- Dog-friendly workplaces and their impact on productivity and morale
- Brexit’s economic consequences, especially for small businesses
- Cultural and historical tensions between Scotland and England
Off-Topic Shareables
- No off-topic shareables this week, sorry!