Funnel Coverage: The Upsell Fix Most Brands Never Check

So we wanna make this episode about CRO generally.

Uh, how are people driving up conversion rate, average order value? What are you testing on the site? So maybe I'll just kick it off with, like...

Maybe, Connor, you give us a brief outline.

I'd love to understand, like, get a refresher on what does the team look like? What is the cadence of testing? Like, how are you guys approaching it generally at Hexcloud?

Yeah.

Team is-- So we have a director of CRO.

He owns all things testing, roadmap, uh, briefing.

Like, he, he really is the, the owner of everything A to Z.

And then we have web, which is separate.

So we have, like, a head of web who owns all things engineering.

We have three UX designers now, and then we have a bunch of, like, e-com managers.

Not a bunch, like one or two e-com managers, and, um, they're helping with a l- a, a lot of implementation.

So that's, like, the team stack.

Um, you know, so for us, like, web is technically its own function, and then CRO lives under growth, so there's a lot of collaboration happening between CRO and web.

And, um, you know, I'd say a lot of our testing, you know, we alway- we always have tests running and, like, depending on the, the depth of the testing we're trying to do, we'll, you know, we'll run...

You know, some quarters we run 20 tests 'cause it's like we're, we're testing a bunch of, like, smaller things.

Other quarters, we might only run eight tests because we're, we're testing some bigger swings that took a long time.

I'd say, like, one of the big buckets that, that has been part of our roadmap for a long time, really since we, like, started being serious about CRO, we can talk about it more today with a specific one that's, like, the latest version of this, is just, like, product discoverability.

You know, we have, like, way more categories, way more products in those categories than we had in 2022.

You know, we've added tons of specialty cookware.

We've un- we've added barware.

We're adding new categories in the upcoming years.

We've added knives and hex mills and aprons and apparel.

So for us, like, we obviously don't have funnels built around all those products, so we...

I'd say, like, a lot of our, a lot of our CRO tests, if you were to go and look at our, like, memorialization decks, are simply how can we make it easier to find the right product or easier to find more products? And, like, a lot of what we do on our homepage, in our nav, and now on some other parts of our site are all geared towards just making it very easy to understand exactly what Hexcloud offers.