68 Cro Audit Trang

CRO Audit Trang — Chan Doan Be Mat Chuyen Doi Dang Chay

Skill nay khong xay trang moi. No chan doan be mat chuyen doi dang chay nhung khong ra ket qua, theo dung thu tu tac dong, roi giao ban sua co the dan vao duoc ngay.

Thu thap thong tin

Hoi toi da 4 cau:

1. Be mat nao dang kem? Trang web / luong inbox Zalo - Messenger / listing Shopee - TikTok Shop / form dat lich? Gui link hoac anh chup man hinh tren dien thoai (khong phai anh chup man hinh may tinh).
2. Muc tieu chuyen doi la gi va so hien tai vs so muon dat? Bao nhieu nguoi vao, bao nhieu ra ket qua, trong bao lau?
3. Traffic den tu dau? Ads Meta / TikTok / Google, seeding, organic, KOC, email, Zalo OA? Gui kem noi dung quang cao hoac bai dang dang dan vao be mat nay.
4. Da sua gi roi va sua xong ket qua thay doi the nao? Neu tra loi la "sua xong lai kem hon" thi chuyen thang sang che do hoi quy (Buoc 6).

Nguyen tac

1. Thu tu la phuong phap. 7 chieu chan doan chay theo dung thu tu tac dong. Dung sua mau nut khi gia tri de xuat con mo ho — sua tang duoi khi tang tren con sai chi lam mat thoi gian va lam nhieu du lieu test.
2. Be mat chuyen doi o VN thuong khong phai trang web. Chuoi "click → inbox → dat lich" la be mat hang nhat, khong phai truong hop phu. Neu khach hang khong co website, skill nay van chay day du.
3. Khong tin so truoc khi tracking verify. Chay 53-tracking-setup truoc. Neu so dau vao sai, moi ket luan CRO deu sai theo.
4. Chan doan la gia thuyet, khong phai su that. Moi nhan dinh phai ghi kem: bang chung nao dang co, va can bang chung nao de xac nhan.
5. Giao ban thay the, khong giao loi phe binh. "Headline yeu" khong phai output. Output la 2-3 headline viet san kem ly do.
6. Nguon traffic quyet dinh viec kiem tra do khop thong diep. Mot trang tot voi organic co the te voi paid neu quang cao hua mot dang, trang noi mot neo.
7. Toc do tai tren 4G la chieu danh gia cap cao. Khong phai ghi chu ky thuat cuoi bai. Test tren dien thoai that, mang 4G that — khong test bang wifi van phong.

Quy trinh

Buoc 1 — Phan loai 3 truc

Truc 1 — Loai be mat (quyet dinh cau truc ky vong):

Truc 2 — Muc tieu chuyen doi: dat lich / nhan tin / mua ngay / de lai so / tai tai lieu / goi dien. Ghi ro mot muc tieu chinh. Neu be mat dang phuc vu 2 muc tieu ngang nhau, do da la mot phat hien.

Truc 3 — Nguon traffic (truc quyet dinh viec kiem tra do khop thong diep):

Neu traffic la paid va do khop thong diep gay: dung sua trang truoc. Chay 21-audit-ads-performance — co the loi nam o ads chu khong o trang.

Buoc 2 — Chan doan 7 chieu theo dung thu tu tac dong

Chay tuan tu. Khong nhay coc. Neu chieu 1 chua dat, ket luan o cac chieu sau khong dang tin.

Chieu 1 — Gia tri de xuat ro chua (tac dong lon nhat)

• Nguoi la doc man hinh dau tien co hieu day la cai gi va tai sao lien quan den ho khong?
• Loi ich chinh co cu the va khac biet, hay chi la cau ai cung noi duoc?
• Viet bang ngon ngu khach hang hay ngon ngu noi bo cong ty?
• Loi hay gap: ke tinh nang thay vi ket qua; mo ho vi so gioi han khach; noi 5 thu thay vi noi 1 thu quan trong nhat.

Chieu 2 — Headline

• Headline co chinh la gia tri de xuat, hay chi la ten san pham / ten chuong trinh?
• Co du cu the de co nghia khong (con so, moc thoi gian, tinh huong cu the)?
• Co khop voi cau da keo khach vao (ads / bai seeding / tu khoa) khong?

Chieu 3 — CTA: vi tri, chu, thu bac

• Co mot hanh dong chinh ro rang khong?
• CTA co nam trong man hinh dau tien tren dien thoai khong (khong phai tren may tinh)?
• Chu tren nut noi duoc gia tri hay chi noi thao tac? "Gui" / "Xem them" la yeu; "Nhan bang gia" / "Dat lich kham thu" la manh.
• Co thu bac chinh - phu ro rang, hay 4 nut cung to bang nhau?
• CTA co lap lai o cac diem quyet dinh (sau bang chung, sau xu ly phan doi) khong?

Chieu 4 — Thu bac thi giac

• Nguoi luot nhanh (khong doc) co nam duoc thong diep chinh khong?
• Thu quan trong nhat co noi bat nhat khong, hay dang bi anh trang tri lan at?
• Co khoang tho hay chu chen dac?
• Anh dang ho tro hay dang keo su chu y ra khoi thong diep?

Chieu 5 — Tin hieu tin cay

• Co bang chung gi: anh that co san, danh gia co ten va boi canh, con so ket qua, giay to phap ly, mat nguoi that?
• Bang chung co dat gan noi khach phai quyet dinh (canh CTA, sau moi loi hua) hay dan het xuong cuoi trang?
• Danh gia co cu the khong, hay chi la "san pham tot, se ung ho"? Danh gia chung chung khong tao tin cay, doi khi con lam giam.

Chieu 6 — Xu ly phan doi

• Bon phan doi luon co: gia / co hop voi truong hop cua toi khong / lam co phuc tap khong / neu khong hieu qua thi sao.
• Be mat co tra loi ca bon khong, o dung cho khach nghi ra chung?
• Cach tra loi: muc hoi dap, cam ket doi tra, mo ta quy trinh tung buoc, so sanh voi phuong an khac.

Chieu 7 — Diem ma sat

• Form bao nhieu truong? Co truong nao bat buoc ma dang le khong can khong?
• Buoc tiep theo co ro khong (bam xong thi dieu gi xay ra, bao lau co phan hoi)?
• Tren dien thoai: chu co doc duoc khong, nut co bam trung khong, co phai phong to moi doc duoc khong?
• Toc do tai tren 4G: mo bang dien thoai that, dem den luc thay noi dung chinh. Google cong bo nguong tot cho Largest Contentful Paint la duoi 2.5 giay — cham hon nhieu thi phan lon nguoi dung roi truoc khi thay gia tri de xuat, va moi phan tich o 6 chieu tren tro nen vo nghia.

Buoc 3 — Ba dieu chinh bat buoc cho thi truong VN

1. Be mat hang nhat la luong inbox, khong phai trang web. Rat nhieu SME VN khong co website hoat dong. Chuoi that la: ads → nhan tin → nhan vien tra loi → chot lich. Chan doan chuoi nay bang dung 7 chieu tren, chieu vao dung cho:

2. Toc do tai tren 4G la chieu danh gia cap cao. Phan lon khach VN vao bang dien thoai, mang di dong, o ngoai duong. Bat buoc kiem tra: mo tren dien thoai that voi 4G, khong dung wifi. Nguyen nhan hay gap: anh chua nen, video tu chay, nhung nhieu ma nguon theo doi, phong chu tai tu ben ngoai.

3. Form uu tien so dien thoai / Zalo, toi da 3 truong. O VN xin so dien thoai hoac Zalo it ma sat hon xin email — nguoc voi gia dinh cua phan lon tai lieu nuoc ngoai. Thu tu uu tien: so dien thoai / Zalo → ten → nhu cau. Email de sau cung hoac bo han. Moi truong them vao deu tru di mot phan ti le dien — chi giu truong nao that su dung de xu ly ngay buoc sau.

Buoc 4 — Popup

Popup la mot phan cua be mat chuyen doi, khong phai skill rieng.

Loai kich hoat va khi nao dung:

Quy tac cung:

• Toi da 1 lan / phien, va cho 7-30 ngay truoc khi hien lai cho cung nguoi do.
• Khong phu toan man hinh tren dien thoai — Google phat cac quang cao xen ngang chiem man hinh tren thiet bi di dong. Dung dai bam duoi hoac hop giua chiem mot phan.
• Nut dong luon nhin thay, du to de bam bang ngon tay.
• Noi dung popup phai khop voi trang dang xem. Popup chung chung dat o moi trang la lang phi.
• Popup thoat phai de nghi khac voi de nghi da co tren trang.

Khoang tham chieu ti le dien popup (khoang quoc te, chua co so VN chuan hoa — dung lam diem xuat phat, doi chieu voi so cua chinh ban, khong dung lam muc tieu cam ket):

Buoc 5 — Xep de xuat vao 4 nhom co dinh

Nhom 4 la thu bien ban audit thanh san pham giao duoc. Mot ban audit chi co nhom 1-3 la mot ban phe binh; khach van phai tu ngoi viet lai. Doc 35-brand-voice truoc khi viet nhom 4 de ban thay the dung giong thuong hieu.

Buoc 6 — Che do hoi quy (khi "sua xong lai kem hon truoc")

Kich hoat khi user noi da sua roi ma so xuong. Khong chan doan lai tu dau — chan doan cai gi da thay doi.

Doi chieu ban truoc va ban sau theo 5 nguyen nhan, theo thu tu kiem tra:

Quy tac hoi quy: neu doi nhieu thu cung luc thi khong the biet cai nao gay hai — quay ve ban cu, roi ap tung thay doi mot, hoac chay 19-ab-test-setup de so sanh song song. Va truoc khi ket luan "kem hon", kiem tra 53-tracking-setup: rat nhieu ca "kem hon sau khi sua" thuc chat la vo theo doi khi doi trang.

Cau truc ket qua

Ten file: cro-audit-[ten-be-mat]-[YYYYMMDD].md

# CRO Audit — [Ten be mat] — [Ngay]
Muc tieu chuyen doi: [...] | So hien tai: [...] → muc tieu: [...]

## 1. Phan loai 3 truc
| Truc | Ket qua | He qua cho viec chan doan |
Loai be mat: ... | Muc tieu: ... | Nguon traffic: ...
Do khop thong diep tu nguon traffic vao be mat: [Dat / Gay / Dut han]

## 2. Chan doan 7 chieu (theo thu tu tac dong)
| # | Chieu | Trang thai | Phat hien | Bang chung dang co | Bang chung con thieu |
| 1 | Gia tri de xuat | Dat/Yeu/Hong | | | |
... den chieu 7 (Diem ma sat, gom toc do tai tren 4G)

## 3. Ba diem VN
- Be mat inbox: [chan doan chuoi click → inbox → dat lich]
- Toc do tai tren 4G: [ket qua do tren dien thoai that]
- Form: [so truong hien tai / de xuat / truong nao bo]

## 4. Popup (neu co hoac de xuat them)
| Kieu kich hoat | Tan suat | Ban dien thoai | Trang thai |

## 5. De xuat — 4 nhom
### 5.1 Sua ngay (Quick Win)
| # | Sua o dau | Sua thanh gi | Ai lam | Han |
### 5.2 Thay doi lon
| # | Thay doi | Ly do | Cong suc | Rui ro |
### 5.3 Y tuong test
| # | Gia thuyet | Chi so quyet dinh | Chuyen sang 19-ab-test-setup |
### 5.4 Ban thay the cho copy
**Gia tri de xuat** — 3 phuong an + ly do + hop voi nguon traffic nao
**Headline** — 3 phuong an + ly do
**Chu tren CTA** — 3 phuong an + ly do
**Cau mo dau tin nhan / man hinh dau listing** — 2-3 phuong an + ly do

## 6. Hoi quy (chi dien khi da sua ma kem di)
| # | Nguyen nhan | Co xay ra khong | Bang chung | Hanh dong |

## 7. Thu tu thuc hien + dieu can verify truoc khi tin so

Lien ket skill

• 12-brief-landing-page: khi ket luan la phai xay lai chu khong phai sua — day sang skill do voi phat hien tu ban audit lam dau vao.
• 19-ab-test-setup: moi muc trong nhom "Y tuong test" phai qua skill do de tinh co mau va thiet ke test dung chuan.
• 53-tracking-setup: chay TRUOC khi tin bat ky con so nao trong ban audit; chay LAI sau khi doi trang de khong vo theo doi.
• 21-audit-ads-performance: neu traffic la paid va do khop thong diep gay — loi co the o ads, khong o be mat.
• 09-insight-khach-hang: doc truoc de biet phan doi that va ngon ngu that cua khach, dung doan.
• 35-brand-voice: doc truoc khi viet nhom "Ban thay the cho copy" de dung giong thuong hieu.

Checklist chat luong

• Da phan loai du 3 truc, trong do truc nguon traffic duoc dung de kiem tra do khop thong diep
• 7 chieu chay dung thu tu — khong de xuat sua CTA hay mau nut khi gia tri de xuat con mo ho
• Moi phat hien co ghi bang chung dang co va bang chung con thieu
• Da xet be mat inbox / listing, khong mac dinh la trang web
• Toc do tai duoc do tren dien thoai that voi 4G, khong phai wifi
• Form duoc kiem theo chuan VN: uu tien so dien thoai / Zalo, toi da 3 truong
• Du ca 4 nhom output — dac biet nhom 4 co 2-3 ban thay the cho MOI phan chinh, moi ban kem ly do
• Popup (neu co) duoc kiem tan suat, ban dien thoai, va khong phu toan man hinh
• Neu la ca "sua xong kem hon": chay che do hoi quy 5 nguyen nhan, khong chan doan lai tu dau
• Khong ket luan hieu qua khi tracking chua verify