Optimization and Testing
Lesson 2-1 - The Role of Optimization

	- CRO (Conversion Rate Optimzation) is purely data first
	- What it takes to be an optimizer
		- Adapability
		- Resourcefulness
		- Business Mindset
		- Driven by Optimizatin
		- Understand How Website Works
		- Execution Skills
		- Intellectual Curosity
	- Be Data Savvy
	- CRO is about maxamizing your current assets

Lesson 2-2 - KPI Selection
	- Step 1: Identify Goals is the starting point
		- Top Funnel Metrics (Engagement Based)
			- Page Clicks
			- Social Shares
			- Bounce Reductions
			- Time on Site Increase
		- Middle Funnel Metrics (More Robust Metrics - Potential Sales, Better than Top)
			- Leads Generated
			- Product Added to Cart
			- Newsletter Sign up
			- Webinar Sign Up
			- Brochure Request
		- Bottom Funnel Metrics (Directly associated with conversion goals)
			- Purchase Made
			- Average Order Value
			- Revenue Per Visitor
			- Earnings Per Click

			* Just because a top funnel metric increased, doesnt mean a future deep funnel metric will in the future
			* Measure as much as possible
			* You need to measure everything

		CRO is not about increasing conversions, its the effect of optimization.

		CRO is about improving on site decision making to meet customer expectations by reducing friction points

		Aggregate data to reduce friction points

Lesson 2-3 - Aggregating Data

		- Step 2: Gather Data
			- Quantitaive Data - The Numbers such as analytics
				- CRM Data
				- Ecomerce Data
			- Essential for Page Selection
			- Easy to understand

			- Qualative Data
				- Surverys
				- Interviews
				- Eye Tracking
					- Hotjar
					- Crazyegg