Ayat Shukairy likes to introduce herself as the “Conversion Optimization Queen.”
In the early 2000s, she started using SEO as a valuable tool in her freelance copywriting and this led her down the rabbit hole of conversion copywriting. As she saw huge progress and results for her clients with the combination of conversion rate optimization (CRO) and SEO, she decided to found her business Invesp and go from freelance to full-time.
Conversion Rate Optimization
She defines CRO as helping users take action on your site. Whether it’s signing up, subscribing, or buying your products, CRO helps your business achieve that goal.
“The thing about CRO is that it’s a type of thing that’s always evolving and it’s always changing and I think that’s what makes it very exciting and that’s what also gives you opportunity to consistently grow and offer clients different solutions to whatever it is that they’re doing.”
Her goal is to always create value for the customer and make their experience better, which ultimately benefits the business.
The SHIP Process
Ayat says that their process is always evolving and changing client-to-client depending on their needs, but their basic SHIP framework acts as a guide.
- Scrutinize: Understand why the customer is coming to the site, and what their behavior is. Then, you can start to understand the problems they’re facing and can provide a solution.
- Hypothesize: Based on the problems you have identified in the scrutinize stage, you begin hypothesizing solutions.
- Implement: Next, you implement and test how those hypotheses perform.
- Propagate: Finally, you apply the implementations that provided the best results.
While these processes are valuable, it’s important to help the client understand that there are no “best practices,” and that conversion results take time and investment.
“There can’t be just like 10 different things that you can do to your site right now that you’ll see immediate results… because whatever works for one site, doesn’t work for the other.”
Qualitative + Quantitative Research
Qualitative research: helps you understand the customer’s voice.
Quantitative research: provides the analytic data on their behaviors.
Ayat believes in the combination of qualitative research and quantitative research to paint a clear picture of how your customer is using your site.
Deciding what aspects of your business you need to focus on can be overwhelming. To help you narrow in on which priorities you should be focused on, Ayat points to the following:
- Launch a poll or call customers and run a survey to become more familiar with your customers.
- Look at your analytics and see which pages are performing really well or lagging behind.
- A/B testing isn’t always necessary. Sometimes just making small modifications based off of your findings in #1 and #2 is all that’s necessary.
- Visit her page for further resources on prioritizing problems.
“I would definitely challenge people to read something that is not even within their expertise or something they would think of reading or picking up because I find that that gives you a lot of perspective when you expose yourself to something a little bit different.”
She also encourages listeners to think about their customers and what they really need.