Conversion Rate Optimisation (CRO)
Conversion Rate Optimisation (CRO) is about turning insight into improved performance.
You can define what improved performance means to you, whether it is engagement, lead generation or revenue uplift. However, no doubt you need to improve your performance to keep up with the Amazons, Apples and Googles of this world.
Traditionally, CRO is done within the confinment of your site (A/B and Multivariate Testing (MVT)), however, the process can be applied to your Digital Eco-System as a whole.
Many businesses are already conducting some A/B and MVT tests, however, very few actually do it well.
Testing
Testing is a scientific way to validate hypotheses & ideas by testing them on a small portion of your audience, in a controlled environment
Optimisation
An optimisation programme is a vehicle for systematically generating, prioritising, executing and analysing performance improvement ideas.
| Testing | Optimisation Process | |
| 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 |