Conversion Rate Optimization and Applied UX Research

In the Conversion Rate Optimisation (CRO) world, data-driven decisions usually originate from web analytics and SaaS tools such as heatmaps and session replays. While these are helpful tools, overly relying on analytics and underutilizing other research methods means many optimizers only see a partial picture, and might not uncover the deeper reasons why website visitors don’t convert into customers. Similarly, relying only on qualitative methods can sometimes lead to a skewed understanding of how severe certain design problems are.

In this online seminar, we’ll discuss the common quantitative conversion research tools and methods, plus how to effectively leverage additional qualitative UX research methods—such as moderated usability testing and digital diary studies-- to form a richer understanding of visitors’ conversion blockers. With examples and case studies, we’ll showcase how to triangulate tools and chain methods as well as how to log and prioritize observations to feed the experimentation backlog as part of an ‘always-on’ conversion research program.

Topics Covered

• Introduction
  • Conversion Rate Optimisation (CRO)
  • Why conversion research matters
  • Understanding barriers to conversion
• Research methods
  • Common conversion research tools and methods
    • Web Analytics
    • Click Maps
    • Session Replays
    • Polls
    • Unmoderated Remote Usability Testing
  • Underutilized and unconventional methods
    • Moderated Usability Testing
    • Digital Diary Studies
    • Device Opportunity Audits
    • Field Studies
    • Performance Audits
  • Tool triangulation and method chaining
• Conversion research management
  • Atomic research
  • Observation logging
  • Prioritization frameworks
• Conversion research strategy
  • Where to start
  • Gaining buy-in
  • Stakeholder engagement