Build resilient systems at scale
May 27–29, 2015 • Santa Clara, CA

Applying CRO concepts to your entire organization

Jon Correll (Conversion Voodoo / VoodooAlerts / Maxly)
2:15pm–2:35pm Wednesday, 05/27/2015
Location: Ballroom GH
Average rating: *****
(5.00, 2 ratings)
Slides:   1-PPTX 

Prerequisite Knowledge

Understanding of the basic concepts of CRO (conversion rate optimization) and A/B testing will be beneficial, but this talk will strive to expand those core concepts and apply them to all levels of your organization.


Conversion rate optimization (CRO) has become a well-known term in recent years, and is most likely a focus of most businesses. However, many businesses still fail to develop the culture within their organization to support true CRO, often leaving departments at odds with each other and optimization ideas left on the drawing board.

We’ll dive into ideas to bridge the gap between the CRO drivers in your organization, and to bring your team’s goals and focus into alignment. Drawing on real-world examples and reviewing tools and techniques available, we’ll present ideas to help improve the end-to-end user experience by making CRO a key tenet of each department in your organization.

• Applying CRO concepts to your entire organization:
o Fundamentals of CRO
 Track metrics reliably – come up with a way to track data points over time
 Pick a metric and focus on optimizing it
 Statistical confidence – knowing when to end a test
o Areas of your organization that can be optimized
 Marketing
• The typical ‘CRO’ area – optimizing conversions by testing your marketing message.
• Metrics: conversion rate, revenue/visitor
 Usability
• Make things simple for the user – UI optimizations, device (mobile) optimizations, prefilling data
• Metrics: time to complete goal, page views/visit, support requests
 Speed
• Making things fast for the user – optimizing page speed, database speed
• Metrics: load time, speed index, slow queries log
 Reliability
• Making your site stable – even when scaling to high amounts of users/data. Logging errors
• Metrics: uptime %, mean time to failure, avg downtime length, max concurrent users, bug/error rate
 Customer Support
• Making your customers happy
• Metrics: daily support requests, avg time to resolve, retention rate
o Wrapping up
 Tools
 Implementing a testing culture – always be testing!
 Questions?

Photo of Jon Correll

Jon Correll

Conversion Voodoo / VoodooAlerts / Maxly

Jon Correll is the co-founder and CEO of Conversion Voodoo, where he had the opportunity to work with companies like Experian, Intuit, and more. In March of 2014, Jon decided to bring to companies of all sizes the power of their systems to use on their own websites. And Voodoo Alerts was born. Jon has spoken as a conversion rate optimization expert at PPC Summit, John Carlton’s Action Seminar, The Internet’s Elite Retreat, Jay Abraham’s Online Marketing Summit, and others.