While there’s a lot we could delve into on this topic, for the purpose of this discussion, we’ll keep it short and just outline key activities that your team’s process should include:
Conduct Research
What sources will you utilize for data to support test ideas? How will this data be gathered and insights drawn? Will qualitative research methods like usability tests or email surveys be deployed? Good research is the backbone of a solid CRO program. Establish a clear, efficient process to generate insights. Poor test ideas can undermine the entire process.
Set Key Performance Indicators (KPIs) and Monitor Metrics
Successful programs align their KPIs with the company’s current objectives. Ensure your KPI is relevant and central to the program. Additionally, it’s essential to determine and monitor auxiliary metrics. These may not be your primary KPI, but should be tracked in each experiment to prevent negative impacts in one area while improving another. Metrics related to User Satisfaction, Lifetime Value, or site performance are examples.
Formulate Hypotheses
The team must understand what constitutes an acceptable test hypothesis, what information should be included, and where it should be stored.
Prioritize
There will always be more test ideas than what you can put into practice. Hence, prioritization is crucial. Starting with standard frameworks like ICE is acceptable, but optimally, a framework tailored to your specific business needs should be used.
Implement Changes
Strive to reduce the gap between deciding what the next test will be and when it’s launched. This is key for maintaining momentum in an experimentation program. The process should ensure that designers and developers are ready to go as soon as an idea is approved and that a robust quality assurance process is in place to prevent launching problematic tests.
Determine Test Termination Rules
Establish clear guidelines for when and how to end a test (declaring a winner/loser). Failing to do this could lead to issues like cherry-picking and other risky errors.
Analyze Test Results
Results from A/B testing tools can be misleading if the analyzer lacks understanding of the statistical nuances involved. Implement checklists or quality control measures to prevent teams from making decisions based on inaccurate data.
Share Insights
Learnings from tests can often be more valuable than the actual increase in conversion rates they generate. If a new benefit mentioned on a landing page worked well, why not test that on your ad copy? A process should be in place to share these insights with all teams to help your company become more customer-centric.
Documentation
Documenting is another crucial step that helps disseminate insights and is beneficial when introducing new team members. What could be a better introduction for new hires than a rundown of strategies that have worked (or not) with your customers?
