The Heap Guide to Conversion Rate Optimization (CRO)Table of Contents Introduction Section 1: Why focus on CRO? Section 2: CRO By Industry CRO for eCommerce CRO for SaaS CRO for Fintech Section 3: A Systematic Approach to Improving Conversion Step 1: Define your conversion event Step 2: Map the conversion funnel(s) Step 3: Identify dropoff points with funnel analysis Step 4: Go granular with path analysis Step 5: Segment by behavior with cohort analysis Step 6: Consider your sources: Who’s visiting? Step 7: Hypothesize, test, measure. Then repeat. Section 4: Key tools for CRO How to do A/B testing right Section 5: Examples of successful CRO from our customers Conclusion 3 4 8 12 25 30 32 2 © 2022 Heap Inc. | heap.io THE HEAP GUIDE TO CONVERSION RATE OP

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