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Exploring CRO with Kanika Misra
Kanika Misra is a CRO expert and Strategy Officer and Managing Director at BedaBeda Growth. She is also Managing Director at Desi-Derata, an advisor for various startups, and the Head Lacrosse Coach at Somerville Public Schools. She joins Jeromy Sonne to discuss conversion optimization, the difference between UI and UX, and testing strategies.
CRO Misconceptions [2:05]
One of the biggest misconceptions around optimizing conversions is that it entails “just throwing a bunch of spaghetti at a wall and seeing what sticks,” according to Kanika. While a lot of testing is involved, it is very insightful and data-driven.
Kanika’s Foray Into Testing Strategy [6:45]
“I unknowingly created a testing strategy to complete a task,” Kanika shares. “I didn't really like testing [and] I didn't really know what I was doing. I said ‘hey, we're pushing out this volume of content without any rhyme or reason; whenever we get people to come through that content we don't know what we should post… we [organized] it by buckets… over the course of about the next six months were able to get 200,000 people to the site every single month for free,” she continues.
UI vs. UX [15:08]
There’s a huge distinction between UI and UX, as they’re totally different disciplines. “Even though they use the same tools, it would almost be like looking at a plumber and looking at an electrician and saying ‘well, you both build houses and use your hands,’” Kanika explains. “It's a really difficult thing for people to get their minds around because they're both so valuable in completely different ways.”
Beauty over Value [25:57]
One mistake that people make often is focusing on looks rather than value. ‘Ugly’ pages generally perform better than pretty pages because the owners spend so much time on the copy, they focus on the direct response. They focus on making sure that what they're saying matches up with everything else that they have in front of them. Whereas pretty pages generally focus on ‘hey, let's just make this really pretty and not worry about what words we’re saying.’
Resources
Kanika Misra on LinkedIn | Twitter
View all episodes
By Jeromy SonneKanika Misra is a CRO expert and Strategy Officer and Managing Director at BedaBeda Growth. She is also Managing Director at Desi-Derata, an advisor for various startups, and the Head Lacrosse Coach at Somerville Public Schools. She joins Jeromy Sonne to discuss conversion optimization, the difference between UI and UX, and testing strategies.
CRO Misconceptions [2:05]
One of the biggest misconceptions around optimizing conversions is that it entails “just throwing a bunch of spaghetti at a wall and seeing what sticks,” according to Kanika. While a lot of testing is involved, it is very insightful and data-driven.
Kanika’s Foray Into Testing Strategy [6:45]
“I unknowingly created a testing strategy to complete a task,” Kanika shares. “I didn't really like testing [and] I didn't really know what I was doing. I said ‘hey, we're pushing out this volume of content without any rhyme or reason; whenever we get people to come through that content we don't know what we should post… we [organized] it by buckets… over the course of about the next six months were able to get 200,000 people to the site every single month for free,” she continues.
UI vs. UX [15:08]
There’s a huge distinction between UI and UX, as they’re totally different disciplines. “Even though they use the same tools, it would almost be like looking at a plumber and looking at an electrician and saying ‘well, you both build houses and use your hands,’” Kanika explains. “It's a really difficult thing for people to get their minds around because they're both so valuable in completely different ways.”
Beauty over Value [25:57]
One mistake that people make often is focusing on looks rather than value. ‘Ugly’ pages generally perform better than pretty pages because the owners spend so much time on the copy, they focus on the direct response. They focus on making sure that what they're saying matches up with everything else that they have in front of them. Whereas pretty pages generally focus on ‘hey, let's just make this really pretty and not worry about what words we’re saying.’
Resources
Kanika Misra on LinkedIn | Twitter