Our research shows that despite the tools available, the majority of businesses aren't active in running structured tests on their websites aimed at increasing leads and sales.
With this guide we’re looking to encourage more businesses to step up their testing activities and at higher capability levels, develop more sophisticated continuous optimisation programs.
In the guide we define CRO as:
"The process of seeking to improve the commercial returns from websites using a series of structured tests and improvements"
We know that many dislike, even hate, the term 'CRO' since it's increasing revenue and profitability of a site that is the true focus, but marketers do use this term rather than the more accurate 'Structured Testing and Optimisation' so we will roll with this.
This guide is aimed at anybody looking to understand more about the process of structured testing and how to set up a process and select tools to run structured tests, or use it more effectively. It will help:
The structured testing approach recommended is widely applicable across business categories ranging from FMCG to B2B, e-commerce to not for profit.
The guide includes:
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