Conversion Rate Optimization (CRO)
Conversion Rate Optimisation (CRO) is about turning insight into improved performance (whether it is engagement, lead generation or revenue uplift)
Note – testing is not optimisation!
- Testing is a scientific way to validate hypotheses & ideas by testing them on a small portion of your audience, in a controlled environment
- An optimisation programme is a vehicle for systematically generating, prioritising, executing and analysing performance improvement ideas.
Many businesses are already conducting some A/B and MVT tests, however, very few actually do it well:
|Opportunities||Conducting sporadic tests can be hit and miss and the ROI on testing activity will soon diminish||Only a systematic approach for identifying and exploiting opportunities can create consistent incremental improvement|
|Continuous Improvement||Lessons learnt from tests are ‘lost’ and not integrated into the site’s DNA||A roadmap for testing and integration of winning designs ensures no learnings are lost|
|Speed||Only few hypotheses are tested, pace is slow||Testing roadmap enables concurrent testing and prioritisation ensures the best opportunities are exploited|