True Classic Tees Flashcards
Can you walk us through your CRO assessment process for True Classic Tees?
For True Classic Tees, my goal was to identify the highest-impact conversion barriers as quickly as possible. Normally, one of my first steps would have been to clarify the performance data I received—in this case, a path analysis that didn’t specify traffic sources.
🔹 Why traffic source matters:
✅ If the homepage drop-off (45%) was due to paid media traffic, my first recommendation would be to reassess the paid strategy. For example, if an ad led users to expect a PDP landing experience but instead directed them to the homepage, that disconnect could be the primary issue—not an on-site problem.
✅ If the traffic was from organic, non-brand keywords, the best approach would be on-site CRO optimizations rather than changes to the acquisition strategy.
✅ Understanding traffic intent and expectations is crucial because CRO alone won’t fix poor media targeting or message mismatch.
🔹 Beyond traffic source analysis, my assessment process followed four key steps:
✅ 1. Performance Benchmarking & Competitive Analysis
Researched the delta between TCT’s key metrics (ATC, AOV, page views) and industry benchmarks to understand where they were underperforming.
Conducted a competitive analysis to see where competitors were outperforming TCT in UX, site navigation, and PDP clarity.
✅ 2. Heuristic Analysis & Web Vitals Testing
Assessed page load speed, site performance, and user experience friction points—especially on mobile.
Identified slow-loading elements that could be driving bounce rates.
✅ 3. Customer Journey & Path Exploration (GA4)
Analyzed drop-offs in key areas (homepage, PDP, checkout) to pinpoint where users were losing interest.
Assessed whether the checkout process had unnecessary friction that could be eliminated.
✅ 4. Behavioral & UX Review
Evaluated PDP clarity, content hierarchy, and decision friction—determining if too much information was overwhelming users and leading to lower engagement.
Assessed whether CTA placements and product benefits were being presented effectively.
✅ 5. CRO Hypothesis & Test Prioritization
Based on findings, I developed high-impact test ideas, focusing on:
PDP layout simplification to reduce decision fatigue.
Checkout flow optimizations to reduce cart abandonment.
Mobile site speed improvements to retain more users.
📈 The result? My assessment revealed key opportunities to streamline the PDP experience, optimize checkout usability, and improve site speed—all areas that directly impact conversion rates and revenue.”
What were the key findings from your True Classic Tees assessment?
I identified three key areas of opportunity that would drive immediate revenue impact:
✅ 1. Mobile Site Speed & Performance Issues
Slower-than-benchmark page loads increased bounce rates, particularly on mobile.
Fixing this could improve conversion rates and paid media efficiency.
✅ 2. PDP Clarity & Decision Friction
The product pages had too much competing information, leading to choice paralysis.
A/B testing simplified product detail hierarchy would likely increase add-to-cart rates.
✅ 3. Checkout Flow Optimization
The checkout process had unnecessary friction points, causing higher-than-average abandonment rates.
Reducing the number of form fields and offering clearer trust signals could increase conversion rates.
📈 My recommendation: Prioritize mobile performance optimizations, PDP simplifications, and checkout flow improvements—each directly impacting conversion rates and revenue growth.
Pitch one of your CRO test ideas for True Classic Tees in 60 seconds.
Right now, True Classic Tees’ homepage is underperforming due to high bounce rates, which directly impacts page views and conversion opportunities. Users aren’t staying engaged long enough to explore products, and a key reason is visual overload and poor page speed performance.
🔹 The Problem:
✅ The homepage lacks a clear primary CTA, making it harder for users to know what action to take next.
✅ Lighthouse audit revealed a mobile performance score of just 26, with First Contentful Paint at 8.7 seconds—well above the benchmark.
✅ Heavy video backgrounds are slowing load times, causing frustration and leading users to abandon before engaging.
💡 The Solution – Homepage CRO Test:
✅ Swap the video hero for a high-quality static image to dramatically improve load times and reduce bounce rates.
✅ Replace the animated header banner with a static, focused message that eliminates distractions and reinforces product value.
✅ Introduce a bold, high-contrast primary CTA in the hero section to immediately guide users to the next step—reducing friction and increasing click-throughs to product pages.
📈 Expected Impact:
Lower bounce rates, keeping users engaged longer.
Increase page views by making navigation simpler and faster.
Improve site speed, ensuring more users stay on-site rather than dropping off due to slow load times.
If successful, this test will set the foundation for broader homepage optimizations, driving higher engagement and more conversions across the site.
