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Conversion XL Institute Growth Marketing Mini Degree Week 4 Review

As I dive deeper into this mini-degree, it’s quite impressive the breadth of valuable content that is inside of it. I continue to pick up valuable nuggets of applicable information that I can immediately apply to businesses that I’m working with.

It’s been made very clear to test based on data from customers, and not from opinions of “experts” or “hippos” (highest paid person’s opinion) inside the company.

I was reviewing the ResearchXL Research process, which I found incredibly valuable. It’s a six-step framework for gathering incredibly valuable insight from your customers and also developing great hypotheses.

Step 1: Technical Analysis

  • This includes Cross browser testing, cross-device testing, speed analysis tests

Step 2: Heuristic Analysis

  • Identify key areas of interest, check key pages for relevancy, motivation, and friction.

Step 3: Digital Analytics

  • Analytics health check, identify leaks, setup measurements for KPI’s

Step 4: Mouse Tracking & Form Analytics

  • Heat maps, click maps, scroll maps, user session video replays

Step 5: Qualitative Surveys

  • Customer surveys, chat logs, interviews, web traffic surveys, and cart abandoners

Step 5: Qualitative Surveys

  • It is recommended to use open-ended survey questions for customers surveys (people that bought the product) because you may have blind spots that you may not be aware of and asking closed-ended questions will only get you answers within your own awareness of problems.

Step 6: User Testing

  • Identify usability, clarity issues, and sources of friction

I find this framework extremely valuable and actionable and am excited to implement it. I’ve implemented pieces of it, but I love it as a whole. The number one step to do in conversion optimization is conduct research because if you don’t do that correctly, everything else is a waste of time.