I always start with lots of questions.
One of the difficulties of my job is being able to quickly enter into the dynamics of your business. Know the context, absorb as much information about your history, your offer and know the needs of your potential customers.
This is why it is very important to answer many questions and have patience and the desire to make me “join your team”. The sooner it happens, the sooner the results arrive.
Objectives and KPIs
Basically why we do it. What are the “numbers” we want to improve? Having a track record for at least 6 months or a year is very important.
Data and research with people
Once you have defined the why, plan the research plan useful for your case. I collect and analyze quantitative and qualitative data to understand what the site’s critical points are, why they are critical and how to improve the browsing or purchasing experience.
With insights in hand, I define an activity plan with the aim of improving the results: sales, commercial contacts, registrations or other strategic interactions.
Experiments and validation of hypotheses
To learn which hypotheses can lead to a better result and to minimize the risk of a change on the site, validate the hypothesis before developing it. In this way, the expected result of the modification is verified and it is evaluated whether to invest further resources or not.
I do this through AB tests, mainly, usability tests or via survey to a sample of people targeted with respect to your typical customer.
No, I almost never do multivariate tests because many, many, many conversions and visits are needed and most of the average sites cannot “afford” it. If you don’t have the numbers, doing multivariate tests is a mistake. You waste time and money because the results may not be statistically valid.
This is a systematic CRO process, to optimize conversions, improve the browsing and purchasing experience, and reduce marketing costs.
Chances are you’ll have a lot of questions right now.