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:



Testing Optimisation
 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


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