In this episode of Chew on CRO, Ash and Ned discuss how losses can be beneficial for businesses by highlighting common mistakes brands make on their websites. They emphasize that new users typically do not scroll down far on homepages, suggesting that critical information should be placed above the fold. The importance of effective navigation is stressed, as most new users tend to use the menu rather than scrolling. They advocate for a user-centric approach, focusing on clear use cases and educational content in navigation. They also point out that rotating banners are often ignored, and brands should prioritize showcasing their most recognized products to new visitors.

🤯 Losses provide invaluable insights: Losses can uncover weaknesses, inefficient processes, or unmet customer needs.

📈 Losses push for optimization: The pain of a loss can be a powerful motivator to analyze, adjust, and optimize business operations.

🚀 Losses fuel innovation: Analyzing why a loss occurred can lead to innovative solutions and new product or service offerings.

💪 Losses build resilience: Learning from setbacks fosters resilience and prepares the business for future challenges.

🤝 Losses strengthen customer relationships: Addressing customer concerns arising from losses can build trust and strengthen relationships.

0:00 - Intro

​2:03 - New users don’t scroll down on homepages

​2:57 - Top half of the homepage for maximum visibility

​4:23 - A significant percentage of new users navigate directly to the menu

​5:40 - Educational and user-focused navigation

​6:55 - Clear use cases can enhance user experience

​8:02 - Simplifying homepage architecture

​9:01 - Rotating banners are ineffective

​10:00 - New product placements

​10:21 - Benefits of personalization for returning users

​10:53 - Focusing on established products over new releases

​12:02 - Redesigns rarely lead to immediate metric improvements

​12:48 - Data-driven decisions over emotional ones

​14:11 - Using Google Analytics to inform redesigns

​15:02 - Don't assume brand owners understand customer needs

​16:06 - Informing future decisions with past experiments

​17:20 - Don't rely on best practices without testing

​20:45 - Empathizing with new users to improve website navigation

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Ron Shah -   / obviceo  

Ash Melwani -   / ashvinmelwani  

Chew On This -   / chewonthisdtc