How I built a CRO program from scratch for a B2C

UX Researcher

Lead Generator

Digital Marketer

Google Analytics

Google Tag Manager

Hotjar

1) Goal definition:

The project began with an initial call with the client to align on their goals and expectations for my services. The client wants me to focus on three key areas:

Increasing conversion for the Booking process

Increasing conversions for Forms submissions

Optimizing the customer journey

Our main goal is to better understand our customers and try to optimize our customers journey on our website. We want them to both navigate and book easier with us. "

2) Problems & Opportunities identification:

After gaining a clear understanding of their business and goals, I put on my "investigator glasses" and performed a comprehensive CRO audit that covered:

Heuristical analysis

Data analysis

Technical analysis

Video session recordings Analysis

Heatmap analysis

Messagging review

Review mining

Form analysis (Hubspot)

Through this research, I was able to identify over 60 problems and opportunities for their business."

3) Solutions propositions

I compiled all the identified problems and opportunities in a Google Sheet, and for each one, I suggested one or more solutions. Where possible, I even created mockups to make the execution of changes easier.

To prioritize the implementation of solutions, I applied a framework based on Effort-Impact-Traffic analysis. This helps to indicate which implementations needed to be tackled first before the others."

Part of the output

The client was extremely satisfied with the work, and is currently in the process of implementing all the changes I proposed. This will keep them busy for many months to come!