The document summarizes a presentation given by Michal Parizek at the #convcon 2013 conference in Chicago on conversion rate optimization maturity models. It discusses the key pillars of a mature CRO strategy, including investing in people over tools, following an optimization cycle of analysis, testing, and improvements, prioritizing initiatives correctly, planning both long- and short-term, testing iteratively, learning from every test, getting tools that match needs/skills, and having executive sponsorship. The goal is to help companies execute CRO more effectively by understanding different maturity stages.

1. 7 Key Pillars of Mature
Conversion
Optimization Strategy
#convcon 2013 | Chicago
Michal Parizek (@parezem)

2. 4,500 Miles
I have travelled around 4,500 to give you a speech about Conversion Rate Optimization Maturity
Model. From Prague to Chicago.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 2

3. Maturity Model
A maturity model in general is a model which describes different maturity stages of a particular
discipline.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 3

4. Conversion Rate
Optimization
Maturity Model
A CRO maturity model focuses primarily on CRO. It consists of 7 key pillars and 5 maturity stages.
The goal od the model is to help companies execute CRO more effectively.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 4

5. These are the 7 key pillars and the stages a particular company reached in each of them: People,
Tools, Knowledge, Activities, Processes, Testing & Sponsor.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 5

6. YoY CNV: -11.1% YoY CNV: +19.7%
Sales: +€400k
An example what a maturity of CRO means in real business. A German affiliate of UPC in Europe was
more mature in several aspects of CRO than a Switzerland one. And it meant $400,000 in yearly sales.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 6

7. What are the aspects of a
mature CRO program?
In the following slides I walk you through the key differences between a mature CRO company
and an immature one.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 7

8. Invest more $ in
1 people than tools
Most importantly these companies invest more $ into their staff than into the tools. All the fancy
analytics, testing, research and targeting tools without people actually using it are rather useless.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 8

9. Follow an optimization
2 cycle
Execute a complete optimization cycle. Never stop.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 9

10. Analysis &
Research
Improvements
Proposal
Testing
The optimization cycle always starts with an analysis. Then you propose improvements, prioritize them.
Validate them by A/B testing, analyze the impact and start over.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 10

11. Examination
Treatment
Proposal
Treatment
It is like when you go to a doctor. She examines you first, only then she can propose you a right treatment.
Then you apply the medicaments. And in a week or two you visit her again for an “after-treatment” check.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 11

12. Analysis &
Research
Testing
Improvements
Proposal
In my experience the most underestimated step of a CRO cycle is the first one: “Analysis & Research”. It is
the most difficult, but also the most important step.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 12

13. + 20%
A great proof of an importance of a research phase: An user survey revealed existing customers lack some
important information about the product. By adding it to the site, we got 20% uplift in a conversion rate.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 13

14. Prioritize initiatives
3 correctly
Prioritize your initiatives so you can focus on the ones which bring you the most profits. Plan your testing
roadmap according the prioritization.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 14

15. # Initiative
$ initiative can bring
Impact
Score
Feasibility
Score
1 Implement popular local payment method 7 5
2 Remove unnecessary steps in OP 6 2
3 Add a contact details to TY page 2 1
4
Customize cross-sell offers based on customer
shopping history
5 7
5 Test few versions of CtA copy 3 3
Hours of work needed or costs
of production
I have good experience with this simple table. There are two important scoring metrics: Impact ($),
Feasibility (hours of work or $ too). Score all your planned initiative wisely.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 15

16. Impact
Feasibility
2
1
3
4
3
Then set up such a diagram and map your initiatives there. Focus first on “low-hanging” fruit (high impact,
low cost). In a long term start working on “high impact, high costs” and when you have time execute “low
impact, low costs”. Avoid doing “low impact, high costs” initiatives.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 16

17. Plan both long and
4 short term
When you’re finished with prioritization set up a plan of your CRO initiatives. It helps you and your team
keeping on track: both deliverables and resources. Make both short and long term plans.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 17

18. Long Term Plan
GOAL FOR Q1 2013:
Optimize a checkout and increase CCR
January February March
Depth of
information needed
from a customer
Number of steps
Copies and Call-to-
Action
In a long term plan outline the areas of where you want to focus each month/quarter.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 18

19. Short Term Plan
Test 1
Analysis of Test 1
Test 2
Test 3
Analysis of Test 3
Test 4
Preparation of
Test 2
Preparation of
Test 3
Analysis of Test 2
Preparation of
Test 4
Preparation of
Test 5
#1
#2
W1 W2 W3 W4
In a short term plan go deeper and outline single A/B tests or other initiatives you’d like to execute. If you
have limited resources or you can run only 1 A/B test at a time you might find handy this two-track planning.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 19

20. 5 Test iteratively
Don’t A/B test chaotically. Have a system in your roadmap. Start testing first few different concepts. Then
tune the winning experience by focusing on single elements. Iteratively improve.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 20

21. Ad hoc → Regular → Iterative
That’s an usual evolution of A/B testing in a company. Move from ad-hoc testing to regular. Incorporate
testing to your online sales agenda and processes. When you’re there implement A/B testing into a continual
website Michal and Parizek e-commerce (@parezem) improvement | #convcon program. 2013 | Chicago A/B test everything.
21

22. Do follow up tests
Spend enough time to do a proper A/B test finalization. It usually reveals something interesting about users’
behavior and opens few new ways what to A/B test. Do follow up tests on a regular basis, they are often
more Michal successful Parizek than (@parezem) the initial | #ones.
convcon 2013 | Chicago 22

23. Learn from every test
Even an A/B test fails it tells you something important about your users’ behavior. Something you might use
for your marketing campaign or even your offline ads. Store your learnings and share it with key
stakeholders.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 23

24. Test
Name
Dates Impact (%) Impact ($) Learning
Homepage
Content
May 23rd –
June 5th -12% - $500/day
Current focus on customers
needs works better than
product features.
Homepage
Layout
June 9th-
June 18th -6% -$250/day
A long homepage layout did
not work well
Homepage
CtA
June 20th
– July 2nd +9% +325/day
Get a price quote works
better than Buy now
An example how your A/B tests repository can look like.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 24

25. Get tools which match
6 your needs and skills
I know quite a few companies who bought tools which were more sophisticated than the skill level of their
staff. They not only wasted their budgets but also struggled with the tools and were ineffective in their daily
workload. Michal Parizek If it is your (@parezem) case provide | #convcon trainings 2013 to | your Chicago staff or consider changing vendors.
25

26. Have a sponsor.
7 Ideally a CEO ;-)
Sponsorship is rather a political issue, but it is crucial to sell your activities well and earn enough trust,
budget and resources so you can focus on your job. Evangelize CRO in your company & share your success
stories. Michal When Parizek you (@do parezem) so always | #emphasize convcon 2013 what’s | Chicago the impact in $. That’s what management is interested 26
in.

27. Have a look at what the CRO Maturity Model looks like in all its beauty! If you’re interested in more details,
check out the link below the presentation in the description area.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 27

28. Your turn
Enough theory for now. Study the CRO Maturity Model from the previous slide and think about how your
organization fits there.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 28

29. Where does your organization
stand?
Score your organization in each of those seven pillars according the maturity stages described in the
model.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 29

30. Find out your weak point and outline where you want to be next year. Plan next steps and starting
working on more mature CRO in your company today!
Michal Parizek (@parezem) | #convcon 2013 | Chicago 30

31. Takeaways
• Focus on research/analysis
• Learn from every test
• Test iteratively
Just few takeaways I’d like to emphasize: Focus on analysis before thinking what to A/B test. Learn from
every test so you can gradually improve your success rate. And iteratively test and improve your online
business.
Michal Parizek (@parezem) | #convcon 2013 | Chicago 31

32. Enjoy
#convcon!
Conversion Conference 2013 | Chicago
Michal Parizek (@parezem)