{
  "path": "/post/the-cro-process/",
  "site": "at://did:plc:45uheisi25szrjvjurfpritx/site.standard.publication/3mgfeypogdk2r",
  "tags": [
    "Experimentation"
  ],
  "$type": "site.standard.document",
  "title": "The CRO Process",
  "description": "White-paper on the CRO Process",
  "publishedAt": "2017-02-06T00:00:00.000Z",
  "textContent": "Every year, the (Dutch) Shopping Tomorrow initiative brings together a large group subject matter experts (450 this year) to tackle specific business challenges about — you guessed it — how consumers are shopping in the near future (tackling both online and offline).\n\nIn 2016 I was part of the ‘Revenue Optimization’ group for the second time. Together with 18 other experts improved on the process of optimizing on-site revenue that we first created in 2015.\n\nHere I'd like to share the main findings that we published in our (Dutch) whitepaper (the original PDF is no longer available online).\n\nAlso see my next article: Proving the monetary value of A/B testing.\n\nCRO Maturity\n\nWe created a model to see where you stand regarding conversion optimization in your company. We defined 7 area’s that can be scored on a scale from 1–5:\n\n1. People\n\n2. CRO skills\n\n3. CRO activities\n\n4. Testing Quantity\n\n5. CRO Tools\n\n6. Optimization KPI’s\n\n7. Company-wide support\n\nThe table below gives you a global idea of the different levels for each:\n\n\\[The full table was previously available as a Google Spreadsheet, but is no longer online]\n\nCRO Cycle\n\nSo ok, nice to know the competencies you need and where you stand right now, but how does the process itself look like?\n\nWell, according to it will (basically) look like this for all companies on Level 2–5:\n\n\\[See full scheme in the image above]\n\nCRO Priority\n\nSo when you have your list of ideas, where do you start? How do you prioritize?\n\nFor this we made combination of the PIE (Potential Importance Ease) model and the ConversionXL (PXL).\n\n\\[The prioritization spreadsheet was previously available as a Google Spreadsheet, but is no longer online]\n\nIf prioritizing your testing ideas is an issue for you, I’d highly recommend reading 4 Frameworks To Help Prioritize & Conduct Your Conversion Testing.\n\nWhat to test and what to implement directly?\n\nLooking at the CRO version of Maslovs piramid, we made the following choices:\n\nFor example: if you find a SSL security issue during a usability test, you’re not going to A/B test how that impacts conversion: you just implement it. But when there are issues with usability of functionality, it depends on the issue if you want to test it or implement it directly.\n\nFinal take-aways from the expert group\n\n1. Create your list of potential improvements always on basis of (qualitative or quantitative) data instead of gut feeling\n\n2. Also use data to prioritize your list in order to get maximum impact in your KPIs with minimum effort\n\n3. Validate potential improvements through A/B testing and setup processes to continuously learn from your target audience.\n\nThe complete presentation and cases were previously available on SlideShare (in Dutch), but the link is no longer active.\n\nHope this is useful to you, if you have any specific questions about the Dutch resources I linked to, let me know :)."
}