A scientific repeatable process for conversion rate optimization is a requirement for CRO success. Without one you’re just flying blindly and hopping for the best.
In a previous post, we went over what’s needed for conversion optimization to succeed in any organization of any size:
- Someone Who Will Own It – One person with complete authority, who is in charge and fully responsible and accountable for website conversion. This can not be a one time project or an additional responsibility on top of traffic, SEO, marketing or some other role within the organization. Sorry but this person needs to be dedicated to just conversion, that’s what owning it means.
- A Process – Conversion rate optimization (CRO) needs to be able to be conducted as a scientific systematic process, that combines both science and art. It’s not about the tools, it’s about the people and their ability to dig deep into the data as well as the psychology of the buyer.
Part of that process, needs to include a testing roadmap.
A roadmap is simply a plan for where you’re heading.
This CRO road map can be as simple as a single document that compiles all testing ideas in one place to organize by impact and difficulty of implementation.
Starting with a testing roadmap is important, but it must be flexible. It works well to just plan one quarterat a time, but commit to the high level testing approach in the long term because you’ll need to adjust based on the learnings and insights from previous tests as well as new marketing initiatives that pop up, not to mention new priorities of the business over time.
Plan out at least the next 6 tests, you can always adjust what’s next as you go but at least you’ll know where your going. Your roadmap also makes it easier for you to justify to your direct report why or why you’re not implementing his or her next big idea. Listing out your roadmap lets you prioritize based on what will move the needle the most for the business and at what costs to other tests.
