The document outlines Traffic4u's approach to conversion rate optimization (CRO), emphasizing the importance of a structured maturity model and organizational buy-in. Key lessons include the need for innovative processes, effective communication, and acceptance of failure as part of learning. The document highlights practical strategies for engaging teams and improving the effectiveness of CRO initiatives.

1. Optimizing the Optimization
Conversion Rate Optimization
Janco Klijnstra – Product Manager Conversion Rate Optimization

2. Introduction – Who is Traffic4u
The facts
 Result driven online marketing; Search Advertising, SEO, Affiliate
marketing, Display Advertising, Conversion Rate Optimization
 Founded in 1999
 Independent
 Offices in Groningen and Amsterdam
 Co-founder of Online Tuesday & actively involved in IAB
 Market leader with over 100 million adspend for our clients in our
portfolio

3. Introduction – Who is Traffic4u
Some of our clients that we are proud of

4. What thrives Traffic4u?
Mission statement
Helping clients
to get the maximum
out of online!

5. Today
• The Conversion Rate Optimization Maturity Model
• Lessons learned and insights that:
• Will help you start and improve your conversion program
• Will help you get you organisational buy-in

6. CRO Maturity Model
• Inspired by organisational process optimization models
• Qualitative research among >100 organisations with significant
adspend
• Real world experience & best practices

7. CRO Maturity Model
Factors for success
• Organization: Who is involved in CRO?
• Process: How well organized are your projects?
• Technology: A/B testing functionality and research technology
• Strategy & Analysis: scale of testing, level of insight and methods

10. CRO Maturity Model
Why is it important?
• ACT YOUR AGE: The right implementation of the factors of succes
defines the result!
• There is no blueprint for every organization..
• CRO = about experimenting and being innovative and about
optimizing the process
• To be innovative you need good people, a process, an organization
which is innovative at heart at all levels: Organizational buy-in!

11. Facts & Figures

12. 4 Lessons learned

13. 1: Innovation
≠
Instant perfection

14. 1. Innovation ≠ instant perfection
• It’s about a speedy process not always about perfection
• But make you sure you will always have a learning
• If you iterate faster, you will learn and earn faster

15. It doesn’t have to be pretty

16. It doesn’t have to be pretty
+69%
improvement!

17. 2: Don’t talk
technology

19. 2. Don’t talk technology
Just don’t. No really, don’t: it’s complex, confusing, people (especially
hippo’s) loose interest.
But do talk about:
• What you’ll learn
• How you can use the outcome for the greater good
• The potential outcome

20. 3: Let them know
you WILL fail

22. 3. You will fail..
• Failing is part of the program (but not too often)
• Focus on learning and talk numbers
• Manage expectations!
• To err is human…

23. 4: Getting
organisational buy-in is
tough

25. 4. Organizational buy-in
The 3 P’s of conversion
1. Program • Top level maturity of the program
• CEO / owner
2. Projects • Planning & determining impact/effort
• Project owner / CRO Specialist
3. Page • On page tactics
• The Conversion Hero Team

26. 4. Organisational buy-in
Program
• Get the Hippo involved!
• Inform about changes, you might run into unpleasant surprises
• Make it clear this in fact a long term project

27. 4. Organisational buy-in
Projects
• Plan the process, not the test:
• Plan test sprints with specialized/shared resources in mind
• Complex inter-dependencies are a reality – deal with it!
• Make impact / effort calculations
• Make it fun and do your own which test won competition

28. 4. Organisational buy-in
Page (TEAM)
• Involve designers, but don’t just copy their principles
• IT is your closest friend…

30. Thank you