by Russell

14/03/2017

CRO

CRO secrets – our six ingredients for successful testing

For five years we’ve tested and optimised our CRO process. By trying out different approaches and learning how they work, we’ve been able to refine and fine tune our testing methodology.

This has increased our probability of success – yes that’s right testing can be successful and unsuccessful. People don’t like to admit that in a sales pitch or when showing case studies with a 10,000% uplift in performance. But it’s true – if done poorly testing can fail.

All this means that we’re fanatical about using a robust testing methodology because we KNOW it’s the difference between success and failure. Our Conversion Rate Optimisation methodology is founded on six ‘non-negotiable’ ingredients that form the basis of our award winning success:

1. Data-driven testing

Our optimisation process is steeped in using data to identify the most viable testing opportunities. Using deep-dive analysis we can better understand where users are experiencing issues. Once these ‘barriers to conversion’ are identified they are used to make informed decisions on test prioritisation.

This means a robust, rich analytics implementation is needed before testing can begin.

2. Test to learn

Learning is an essential part of the optimisation process. It helps scale optimisation efforts by using testing insights to inform subsequent tests and improve other customer touchpoints.

Testing isn’t just about 1000% improvements in conversion rates. Learning that a proposed change to your site will decrease conversion rates, and avoiding that mistake, is hugely valuable.

3. Rigorous, repeatable testing methodology

A rigorous methodology is a critical requirement for a successful testing programme. All tests follow the same methodology, and your team will constantly be exposed to the process.

In time, we expect your team to learn and absorb the process and instil the same rigour for self-service tests.

4. We teach you to fish

CRO programmes become more successful as the client’s team becomes more skilled, experienced and knowledgeable. We transfer optimisation skills rather than just run tests for you.

You will work with us repeatedly on the same testing methodology, absorbing the repeatable process.

5. Engineering quality is critical

Tests fail when the execution is flawed. We embed engineering quality into every step of the process and not as an afterthought. This process covers test hypothesis, build, measurement and QA.

6. Clear strategic goals

We expect the programme owner to set clear strategic objectives based on their business priorities. Without clear objectives, individual tests may be successful but the overall programme will not deliver against the needs of the business.

Over to you….

Are you using you a repeatable process? If not why?

How many of the six ingredients do you use?

If you don’t use all of our ingredients what’s stopping you from testing them out to understand how they influence the performance of your testing programme?

Looking at each point individually, it’s easy to paper over the cracks. Taken as a whole, the six ingredients form the foundation of a successful testing programme.

 

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