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How to Balance Innovation and Optimization in your CRO Program

Duration - 45 minutes

Key Takeaways

  • Constantly test your site traffic: This will help you gain insights from every user who visits your site, ensuring no potential data is lost.
  • Build a results repository: This can be referenced when new ideas are needed, providing data to support or refute the potential innovation.
  • Gain at least one customer insight from each test: This will help you understand your customers better and ensure you're not just viewing tests as wins or losses.
  • Develop a strategy for innovation: This includes aligning with business goals, creating a testing roadmap, analyzing and documenting results, and iterating on learnings. This will help you be prepared for any push for innovation and avoid panic-driven decisions.
  • Create a culture of constant innovation: By developing insight for every test and iterating on those test ideas, you can foster a culture of innovation that is ongoing and not driven by panic or sudden demands.

Summary of the session

The webinar, hosted by Romesh from VWO, featured Sam Baker, a CRO expert, discussing the challenges and strategies of balancing innovation and optimization in CRO programs. Sam started with a fictional story to illustrate the common conflict between innovators and CRO teams, highlighting the difficulties of testing multivariable, innovative ideas. She emphasized the importance of a consistent testing roadmap, conducting upfront user research, and breaking innovations into several tests.

Sam also addressed the tension between UX and CRO teams, and how to work together for innovation. She concluded with practical strategies to ensure innovative ideas have a sound analytics strategy, without bottlenecking the business.

Webinar Video

Webinar Deck

Top questions asked by the audience

  • My website isn't getting a lot of traffic. How can I use your 3rd way, practice breaking innovation into several tests without running long tests?

    Yeah. That's a great question and one that comes up quite often with the clients that I work with. I think the key here is to break your ideas down into bigger ideas. So maybe you need to combine, for ... example, the Afterpay and the sticky add to cart button so that there's a more obvious change, and then test the other 2 later. So the bigger the change the less time you'll need to see some sort of result. And then, of course, remember, this isn't the end of all of this testing strategy. You are then running the bigger product detail page test after that. So these many many tasks we'll call them are meant to help you inform whether or not that final test will be successful or not.


Disclaimer- Please be aware that the content below is computer-generated, so kindly disregard any potential errors or shortcomings.

Romesh from VWO: Hi. I’m Romesh from VWO, and I work as a senior manager here. And I look after the US marketing. VWO regularly organizes webinars on various topics which can help marketers, product managers, and pe ...