Conversion Rate Optimization (CRO) has gradually become a known concept across enterprises, in recent years. The popularity of CRO can be owed to its ability to have a direct and significant impact on the bottom line.
However, application of CRO in most organizations has been far from optimal, which inadvertently causes them to leave money on the table. This money can be reclaimed by having a structured approach to CRO. Further, suboptimal optimization programs lead organizations to draw wrong conclusions, or statistically unsupported decisions, from their A/B tests and damage what’s not broken. Add to it the time and resources that are spent on CRO, and the real cost of an ill-structured CRO program begins to pinch where it hurts—ROI.
An optimal or structured CRO program requires certain key elements that ensure its success. The elements include tools, skills, processes, goals, and culture.
VWO’s latest eBook “Key Pillars of a Successful Conversion Optimization Program” covers all these elements in detail. This eBook features insights from industry experts and provides actionable takeaways to help you set up a CRO program or improve an existing one.
The eBook contains the following chapters:
1) Culture of CRO
The culture of CRO can be established in an organization with a two-step process. It starts with getting complete buy-in for a CRO program from the top management. Next, the process involves acceptance of the CRO approach by teams across the organization.
The chapter offers the following takeaways:
- How to get top management buy-in for a CRO program
- How to ensure that CRO is accepted by multiple teams in an organization
2) Competent Tools
A big part of the success of an organization’s CRO program depends on the set of tools being used. The tools that are essential for a CRO program can be clubbed into the following:
- Website Analytics
- User Behavior Analysis
- A/B and Multivariate Testing
The chapter lists these tools and explores how they can be used to their full potential.
3) Key Goals
The effectiveness of a CRO program is heavily dependent on the goals you set. Without proper goals, a CRO program can lack direction.
This chapter offers the following points of learning:
- The importance of different goals in a CRO program—micro and macro conversions
- The appropriate time to use micro or macro conversions as the goal of a CRO campaign
4) People with the Relevant Skill Set
A CRO program involves a wide range of tools and activities. It demands a team of professionals that can coordinate effectively and make the most out of available resources.
This chapter highlights the following:
- The skills that are critical for proper functioning of a CRO program
- Job descriptions of different members of a CRO team
5) Documented Process
Last but not the least, a successful CRO program requires a well-defined process. It helps enterprises in identifying the most critical issues in their conversion funnel and treating those issues on priority.
This chapter offers insights on the following:
- Setting up a long-term calendar for a CRO program
- Prioritizing A/B testing hypotheses based on key attributes
- Building a knowledge repository of learning from the past CRO campaigns
For a CRO program to be successful, it needs to be structured and process-driven. There are different key elements that contribute toward it—people, tools, process, goals, and culture.
When all these elements need to be fully optimized, a CRO program can run at its full potential.