If you’re looking at overall conversion rates when doing CRO, you’re missing the point.
Topline conversion rates are an average.
In order to truly understand what’s performing/underperforming, you need to breakdown conversion rates and analyze segments.
This is where the real magic and opportunities in CRO lie.
Simple segmentation by source, medium, channel, device, etc. are a good start.
But you can also dig deeper by layering multiple conditions and explore micro customer segments within those segments to see how they perform.
What’s the conversion rate of someone who:
A) Acquired through FB Paid Ad
B) Lands on a product page
C) Using a mobile device?
What if we added to the mix:
D) Who came from Canada?; or
E) Who also used site search?; or
F) Visited the FAQ page > +1 times?
You may not be able to run an experiment around hyper-specific audiences (how micro you get here depends on the amount of traffic you have and how much power you need to run a statically significant experiment).
But you can collect insights about how unique segments of your audience performs, cluster them together, and come up with powerful direction to guide your experiments.