CRO = Conversion rate optimization
LCRO = Layered conversion rate optimization
Here is how my process used to be: when working on a conversion project I’d block a chunk of time and apply brute force to come up with the best idea I could.
I didn’t know any better and my intention was good.
But, it turns out, this isn’t the best way to develop a killer test concept.
Now I do things differently.
First, we deconstruct a page. Deconstruction is a process where we systematically evaluate every word, pixel, and emotion conveyed on the page. Each deconstructed element should nudge the shopper along the conversion path. Anything that doesn’t should be considered for elimination. Once deconstruction is complete we assemble the first iteration of our test concept. The concept doesn’t have to be perfect at this point.
We then take this concept and deconstruct it.
The process is repeated several times (each iteration is called a layer). These are the layers that give LCRO its name.
No doubt this process is more time consuming but the idea that ultimately emerges at the other end is objectively better.
Not going to lie. It’s hard to move to layered approach because, as experts, we believe our first big idea is amazing. Confirmation bias makes it really hard to dispel ideas that have already emerged. Poured concrete hardens.
This is why deconstruction is so important. Deconstruction is a wrecking ball, it isn’t emotionally tied to the idea, it just smashes it to bits.
If you want to develop a truly great idea; take it, smash it to bits, and rework it.