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🚀 This Week’s Growth Hack:

The 3 CRO Tests You Need To Run NOW

As many of you know, I love a good AB test and I’ve mentioned many Growth Hacks in this newsletter walking through how to run them, and how you can become better at the marketing discipline they fall into, CRO.

The truth is, if you want to make more money, you need to master Conversion Rate Optimization (CRO), or hire someone who has.

However, the process is often bogged down by complex, time-consuming research that requires deep expertise and significant resources. Many marketers at all stages struggle to efficiently gather and apply actionable CRO data, leading to missed opportunities, suboptimal campaign performance, and less money. It took me years of YouTube videos and conversations with my friend Dylan to really understand it and put it to use for my business!

But, what if those years of struggle… disappeared?

Well that buddy I mentioned, Dylan Ander, actually created a tool tool that would have saved me hours of headache and conversations with him, aka heatmap.com!

This Week's Growth Hack covers 3 CRO AB tests Dylan always leans on that you can run easily! But first, here are:

Two key metrics you need to understand

If you’ve used on-site analytics tools in the past, you may have made optimizations based on where users click. This is important, sure, but you’re in this game to make money, right? So… you should be optimizing for revenue.

To do that, you need to understand Revenue Per Session and Revenue Per Click.

Revenue Per Session: Revenue Per Session (RPS) is the amount of money made based on the total visits your website receives. If you have 10,000 users visit a website and you make $10,000, the RPS will be $1.00

Revenue Per Click: Revenue Per Click (RPC) is the amount of money you make, on average, every time a user clicks a specific element. If 100 users visit your website, 4 purchase for a total of $200, your RPC is $2 dollars. 

Make sense? Good. Let’s get into those tests.

CRO Test #1. Reorder your nav

Whether on mobile or desktop, your nav bar is one of the most important elements on your website. 

It lives on every freakin’ page!

But since heatmap’s data says ~70% of most ecommerce website traffic comes from mobile, lets focus there.Using an on-site analytics tool, look at engagement with the elements of your mobile nav. For the sake of argument, let's say you sell leather bags, and that the elements of your mobile nav are, in this order:

• All Bags

• Totes

• Wallets

• New

• Crossbody

• Sale

• Our Story

• FAQ

• Shop Now

This makes logical sense, but does it make you more money? In this scenario, ‘All Bags’ likely has the most clicks (it’s at the top, duh). But let's say ‘Crossbody’ drives more RPS. We care about revenue driven, we don’t care on total (or percentage) of clicks, right? Therefore, Crossbody should move to the top of your mobile nav.

CRO Test #2. Rearrange your Collections pages

Collections pages are the pages almost all visitors look at to see the full range of products you offer.

Interestingly enough, heatmap.com found that top-selling products may not be the best products to display at the top of your Collections pages! It seems counterintuitive but the data says otherwise. Why?

Because your top-selling products may not be the ones with the highest RPS.

Just like you did with your mobile nav, order your products from highest Revenue Per Session to lowest Revenue Per Session.

Another important thing to consider here is Revenue Per Click on each product. If you have a low-volume store or you’re analyzing products that are far down the page, Revenue Per Session will likely be lower as less people scroll further down the page. If you see an image with a high RPC, move it up! This will get your higher-converting products to a place on the page where it can increase total sales. This is why it's important to look at both RPC and RPS.

Definitely note that this will not increase sales of your highest-selling product by volume, but this is an easy and guaranteed way to increase overall sales. 

The most important metric is revenue & profitability on your store, not selling more of your best seller!

CRO Test #3. FAQ

To optimize for revenue, FAQ should be ordered from highest-to-lowest Revenue Per Click, not Revenue Per Session.

Let’s say we’re looking at the FAQ section on the homepage of a supplement brand. Health concerns are very important here (side note: FAQs tend to be used more often on health-related products because someone’s relationship with their body requires a lot more research than buying shoes or clothing). You notice that users who click your fifth question, “Are there any side effects?” generate 3x the number of sales as users who click any of the other FAQ questions.

What do you do?

Why, you move it up!

This shows users care the most about side effects on their body. 

This is a very safe optimization to make without split testing it on your website because you have data supporting the improvement on your website. This is where revenue-based optimization helps you “skip the line” and move faster when optimizing your website.

What else should you optimize on your website?

Dylan’s new tool heatmapAI removes the complicated, time-intensive work from CRO. It combines trillions of owned data points with tactics honed by optimizing over $4 billion in ecommerce revenue, looks at what’s happening on your website, then tells you how to make it better each week.

Want 10 CRO recommendations for each of your top three pages?

👉🏼Try free for 7 days

The tech is not only easy to use but shockingly impactful! I strongly recommend checking it out.

💕 Want Even More? 💕

Here are 3 ways I can help you:​

1. Hire Me As Your Fractional CMO - I currently have 2 spots open so if you want me to growth hack your brand, see if you’re a good fit here

   ​

2. Get In Front Of My Audience - With more than 100,000+ newsletter subscribers, 75k+ Tik Tok followers, & 40k+ Twitter followers, my team & I work with dozens of partners in unique ways to help them grow! Interested in a partnership, tap here.
   

3. Want to find the best marketing agency for your brand and budget, in 60 seconds? Look no further than my new site agencyreviews.io 

That’s it for this week!

Talk soon,
Marketing Max
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Thanks for being a part of my journey :)

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