CRO Strategy

If you have the internal resources to run a CRO programme but you need an external perspective and an experienced guide to help create your strategy this is for you.

What is CRO strategy?

A CRO strategy will help you set the right foundations for a successful CRO programme. It's kind of like a full website audit plus recommendations and test ideas to keep you moving forward.

Our 6-step CRO strategy is for you if you are:

Launching your CRO programme and you want to get it off to the best possible start
Looking for an expert external perspective to help you show the wider business how much opportunity there is within your site for iteration and improvement
Seeing below-par performance and want a full website review with suggested changes to maximise the value of every website visitor

Our approach

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1. Define and Discover

Define strategy goals
Discuss and agree up to three core business goals to guide the strategy

Collate key audiences
Gather any existing marketing / buyer personas, industry or user research that could enhance the strategy

Current data gap analysis
Establish whether the analytical set-up is sufficient to
draw meaningful conclusions on current performance

Current data enhancement
Provide and implement recommendations for the widening and/or deepening of existing data to inform current site performance

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2. Data Review

Current data analysis
Provide detailed analysis of the performance of the current site
Identify areas of strong and weak performance to create data-led basis for later analysis

Summarise key audiences
Present an overview of audience types based on quantitative and qualitative data alongside any existing audience information provided

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3. Visitor-led View

Isolate key visitor types based on onsite-identifiable criteria to focus later sections

Provide overviews of primary drivers and primary needs for those visitors

Assign one of the agreed business goals for each visitor type that matches their primary need most closely

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4. Conversion Flow

Map existing Conversion Flow
Visually and graphically map the flow of traffic through the site, identifying pages as well as the navigation method

Break down overall Flow
If necessary, break down large Conversion Flows into discrete sub-flows to aid analysis and create focus

Critically assess Conversion Flow(s)
Identify where flow(s) are creating barriers to conversion

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5. Conversion Narrative

Map existing Conversion Narrative
Isolate the key messages that are being delivered to visitors along each step of the Conversion Flow

Critically assess Conversion Narrative
Identify where those narratives are creating barriers to conversion

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6. Recommendations and Test ideas

Provide Recommendations
Recommendations are changes to the site that should be made without running a test
These are used to correct any fundamental issues with the Conversion Flow or Narrative
They are usually changes that can be made more quickly and with limited investment

Provide Test Ideas
Test ideas are changes that should be tested against the existing site experience (or Control)
These ideas often represent larger-scale changes or hypotheses that need to be proven with data before a firm recommendation can be given