Today is another CRO unlock day. Today we're going to discuss CRO best practices. The key to CRO is iteration. You're not going to take a test and discover that you've doubled your conversions. That is very, very rare. It happens, but once in a blue moon. Normally it's a lot of little things that add up and really help you optimize your conversion rate. The big secret is: one test at a time per step within your funnel.

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For example, if you have a pricing page, you don't want to run two to three tests at once on that exact pricing page. But you can run one test at a time, one on your pricing page, maybe one on your contact page, maybe one on your home page, and that's fine, assuming you have enough traffic.

This way you can arrive at statistical significance quickly enough. And ideally, you want to start with very simple adjustments. And from there you can make more drastic changes if you can't consistently rack up more wins, right? So as soon as you no longer get profit from the simple things, you want to make drastic changes. The most important pages to optimize. Well, there are quite a few, and I'll go over a few in a moment.

But when you think about the most important pages to optimize, I'm not just talking about SEO. And your sales process isn't as simple as just generating traffic and then increasing sales. It looks more like this, where there are many different points from emails to ads to upsells, and the list goes on. But funnels and sales processes are complicated anyway, whether you work in B2B or B2C.

So if I were you, there are a lot of pages you could optimize, from your About page to your key product detail pages, your exit pages, your key landing pages, and your conversion item pages. There are many pages.

And as you can see, I'm not just doing steps one, two, three, four, five. There is not necessarily an order in which one page is more important than the others, because every website is different. If you're getting 10 times more traffic to your checkout page than your contact page, you probably want to start with your checkout page before your contact page when it comes to optimization.

When you think about conversion optimization, keep in mind that the people who buy from you are people too. Find out what appeals to them.

Now I want to go into a pricing example because pricing can have a big impact on your revenue, even the simplest and smallest adjustments. So when you think about your prices, think about what is more attractive to people. And 9 is more attractive to 10.

There are also many conversion points within your sales process. And I showed a little bit about that above in the previous few slides when I laid out that sales process and how there are emails and different trigger points. But a few of those to start with are your ads, your landing pages, your offers, your emails, your upsells, simple things that you can love when it comes to conversions.

When you think about people, they have different sides to their brains. Are they logical, more emotional and do you want to try to appeal to both sides, not just one. This way you can maximize your conversions.

And another thing I like to do is leverage exit intent as people leave your website. The question is where they leave and how can you maximize your turnover?

And if you're doing split testing with things like your exit and tamp, you'll find that some variants convert more than others or less, but it's all about testing.

So how do you make your marketing work better for you? First of all, it's not necessary for things to be this good. Your conversion rate doesn't have to be that great.

Think about the Terra example I gave in the last lesson, where it's just a lot of small adjustments over time, and that's how you win, that's how you build a big company. You will never be as good as you want to be. You will never be perfect, and that's okay. And you have to have the mentality that you can improve and be better, that's how you win. And keep trying to raise the bar again and again.

It's all about progressive optimization. Just one optimizable step in your sales process can have a huge impact on your revenue. And that is what we will help you with during this course.

If you need help growing your business, check out my advertising agency Neil Patel Digital https://npdigital.com/

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