How our CRO Program Is Structured.
Our CRO program is a minimum 12 month period of research, reporting & testing. Real research, unique insights and methodical testing will take time, but the benefits could be very significant for larger companies.
Our CRO Process
A straightforward way to understand CRO is it's the following: find why users drop off through research, formulate and rank ideas for improvement and start testing slight (but crucial) variations of your website.
The first 90 days:
Website audit: - Comprehensive analysis of the current website performance, including user behaviour, traffic sources, and conversion paths. We want to establish how your target audience interacts and use your website.
Heatmaps, session recordings & user polls: - Use of tools to visualize user interactions and identify where users click, scroll, and drop off.
Web form analytics: - We seek to understand how users are interacting with your web forms in order to determine areas of friction.
Opportunity analysis: - We conduct a digital opportunity analysis to highlight key improvement areas in your website.
Conversion heuristics framework: - We'll apply a heuristics framework in order to categorize any impediments on your website, in addition to outlining the opportunities.
The rest of the year, day 91 - 365
Prioritize testing ideas: - Create a hypothesis and document testing ideas and assign their priority
Conduct A/B testing: - Test marketing ideas to determine sales or lead generation impact.
Document performance: - We keep track of all tests to assist with future direction.
Report: - Quarterly reports made for marketing departments and a yearly report on the results and return of the CRO program.
Business most suited for a CRO program
We recommend only mid-market and larger businesses with significant digital media spend to our CRO program.
These could be the following:
- E-commerce websites aiming to increase transaction rates.
- Lead generation websites (both B2B & B2C) seeking to enhance form submissions.
- Marketing teams within larger organizations needing expert CRO support.
The return profile for an e-commerce store receiving a 10% lift at 1 million in revenue is much different than another business getting the same result on 10 million in revenue.
Pricing
A well structured CRO program is takes commitment, effort and a longer time horizon compared with other marketing options. (typically 12 - 18 months).
As a result we're looking for the right clients to partner with and the initial part of this program is included with our paid media advisory services.
Next Steps
Book a discovery call so that we can see if your business is a fit for this service.