Quick Wins

6 steps to creating a successful CRO programme

If your current CRO programme only consists of running ad hoc split tests, it’s time to shake it up to drive more regular improvements. Learn how to set up a regular programme of structured testing by identifying your conversion killers and prioritizing testing initiatives into a monthly CRO plan.

Through this Quick Win, you will learn how to grow a successful CRO programme in 8 easy steps.

To run a successful CRO programme, you’ll need to sell your plans to executives, design high-converting creative, and monitor the performance of split tests. You’ll also need to have an analyst on your team who can set up the research tools and conduct the interviews that allow you to discover your customers’ intents, motivations and concerns.

But if you can find this cross-functional, politically savvy sweet spot, you’ll soon see both your company’s conversion rate and revenues, and your own career prospects, ramp up.

Fundamentally, as a CRO leader, you will need to be able to:

  • Gather insights about your prospects and customers intents and emotional concerns
  • Communicate effectively with high-level executives and other stakeholders
  • Ideate hypotheses, tactics and strategies that will produce the highest revenue growth
  • Become a strong cross-functional CRO team leader
  • Research and test new marketing technologies that will amplify the user experience updates you’re making

Most importantly, if you have early successes, you’ll be allowed to help drive your organization’s marketing and sales strategy. In other words, you’ll have a seat at the executive table.

How is this Quick Win structured?

This easy to implement Quick Win will walk you through 8 steps to successfully run a CRO program, these include:

  • Step 1. Foundations of a CRO Programme
  • Step 2. Interview stakeholders
  • Step 3. Set up your data collection
  • Step 4. Analyze your conversion killers
  • Step 5. Prioritize your tactical projects
  • Step 6. Define your strategic recommendations and roadmap
  • Step 7. Draft and execute your monthly CRO plan
  • Step 8. Sharing your results and learnings and iterating

Each step is complimented with a video tutorial.

About the author:

Mark Hall

Mark HallMark Hall has focused on improving the usability and conversion rates of websites for over 15 years. He enjoys doing the customer research that gives him the insights needed to craft high-converting experiences that both satisfy users’ wants and achieve business goals.

Mark began his career as a staff engineer at The Boeing Company. Prior to SiteTuners, he led user experience research and design engagements for clients including Edmunds, AutoZone, Macy’s, Kaiser Permanente and American Express. As a consultant at Human Factors International, Mark also taught web design and usability testing courses.

Mark holds a Bachelors in Engineering from the University of Washington, an MBA from the University of Colorado, and is a Certified Usability Analyst. He enjoys speaking at local events and writing articles on voice of customer and conversion topics. When not working Mark enjoying playing tenor saxophone, biking, following his favourite soccer teams, and spending time with his family.

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6 steps to creating a successful CRO programme



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