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如何能成為以”CRO”為目標導向的公司呢?

所有數據準確的追踪

想成為以CRO為根基的企業最基本就是要確保您的所有數據追踪正確:網站或電子商務網的GA正確運行中,您的網站沒有被機器人的程式攻擊而導入不正確的數據 ,您可以有效的過濾垃圾郵件。我們公司的所有人可以且正在非常準確地追踪訪問者的所有行為。

 

明確的數據分析

接下來是分析可用數據。擁有此角色的團隊成員非常重要不可或缺的。

在此階段之後,公司會將分析結果轉換為可操作的洞見,以幫助我們公司創建行動的假設。請記住,獲得無法採取動作的看法是毫無用處。現在,準備好可靠且基於我們查出的數據假設。因為,我們輔導過很多公司,見過太多公司採取不同優化工具和數字行銷人員正在進行基於大膽假設的新實驗。這和我們這裡所說的完全不同,如果要做到以CRO 為根基的公司你必須做到這一點:你必須問自己每個行動實驗背後的假設是什麼?或者是什麼是數據所驅使的洞察,它帶你到一個特定的假設?

一旦公司全體有明確的假設,根據任何類型的結構確定它們的優先順序:看它的潛在的影響和或是它會緩解公司前進。把你的假設變成實驗。無論您是進行AB測試,Web個別化測還是NPS調查,都要確保安排好實驗並正確測量KPI。

最後,根據大家解釋數據的方式並確定哪個實驗勝出,CRO導向的公司必須了解頻率統計或貝葉斯統計之間的區別。在Omniconvert(多頻管道轉換),我們有兩種類型的方法:一般小型網站可以依賴貝葉斯統計數據,而擁有大量流量的網站可以使用頻繁的統計數據。

完成所有這些步驟後,是時候查看結果並了解您是否得到獲取勝利或招致失敗的實驗。我們堅信只有當公司所有人都不分析它並且成員不能從中學到任何東西時,這樣實驗才算是失敗。有時你找到贏的方式,有時候你雖然失則但我們會學習。持續進行與學習是您公司往CRO型公司很重要的重要一步。

如果您有贏得勝利的方法,請取得洞察後記錄其背後的所有優化細節與故事。事情不是停止在你們找出在市場中勝出的方法,而是進一步去做實驗後的分析,以確保結果不是錯誤的。因為只依靠實驗的時間框架並不牢固,可能會帶給公司一個關於真實情況的錯覺。

總而言之,有一種方法可以讓您成為CRO導向的公司。您只需要正確的工具,正確的方法與合適的人員。然後馬上開始!

最後假使您是一名經理,數據專家或CEO,您很可能會對公司的成長率感到不滿。要改進此關鍵指標(KPI),您需要了解見解。這讓我想起了Netscape前首席執行官Jim Barksdale的名言“如果我們有數據,讓我們看看數據,如果我們所有人都同意,那就讓我們放手去做吧!”。

總而言之,確保有數據和洞見來改變公司周圍的事物。除非你改變自己的方式和環境,否則你無法成為以CRO 型的公司!

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