Building & scaling a conversion optimization programme in your company

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CXL & Effective Experiments Webinar done in August 2017 talking about how CRO teams need to be structured and pitfalls that will be encountered when building & growing an experimentation programme in your company or agency

Marketing

BUILDING & SCALING
YOUR OPTIMISATION
PROGRAMME
CXL

Hi!
I’m Manuel
Founder, Effective Experiments
Founded Conversion World
I OPTIMISATION
4+ Years CRO strategy + consulting
Online CRO community & virtual conference
All-in-one platform for CRO workﬂow 
management, collaboration & documentation

57% OF COMPANIES STRUGGLE WITH RESOURCES
Source: Conversion World survey (2017)

THE WAY WE SETUP OPTIMISATION
PROGRAMMES IS BROKEN

TOOLS MAKETH NOT AN
OPTIMISATION PROGRAMME

THE CRO
TECH LANDSCAPE
IN 2017
www.conversionoptimization.tools

HERE ARE SOME THINGS YOU CAN DO
1. TEACH CRO THROUGH EXAMPLES
2. HOLD A TESTING HACKATHON
3. GET PEOPLE TO VOTE ON IDEAS
4. DISPLAY RESULTS & LEADERBOARD
5. ALWAYS PROVIDE VISIBILITY OF YOUR WORK

OPTIMISATION IS NOT A PROJECT.
IT SHOULD BE A BAU  
(BUSINESS AS USUAL) ACTIVITY

YOUR CONVERSION OPTIMISATION PROGRAMME COMMAND CENTRE

RESEARCH  
 
Document and store all your 
research data from User tests, 
Heatmaps, analytics etc
GENERATE IDEAS & HYPOTHESES
MANAGE YOUR TEST PIPELINE FROM 
DESIGNING TO DEVELOPMENT, QA  
TO DEPLOYMENT
SYNCED WITH TESTING PLATFORMS
INSIGHTS ENGINE TO FIND  
QUICK ANSWERS
A COMPLETE PLATFORM TO HELP YOU MANAGE THE ENTIRE TESTING PROCESS FROM START TO FINISH
COLLABORATION

Tell me about your
optimization programme
GET IN TOUCH WITH ME
email : manuel@effectiveexperiments.com
tweet me : @digital_tonic
Linkedin : www.linkedin.com/manueldacosta

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Building & scaling a conversion optimization programme in your company

1. BUILDING & SCALING YOUR OPTIMISATION PROGRAMME CXL

4. Hi! I’m Manuel Founder, Effective Experiments Founded Conversion World I OPTIMISATION 4+ Years CRO strategy + consulting Online CRO community & virtual conference All-in-one platform for CRO workﬂow  management, collaboration & documentation

8. LACK OF KNOWLEDGE

10.

11.

12. NO STRUCTURED PROCESS

13.

14.

15.

16. LACK OF RESOURCES

17. 57% OF COMPANIES STRUGGLE WITH RESOURCES Source: Conversion World survey (2017)

18.

19. EXTERNAL PARTNERS

20. THE WAY WE SETUP OPTIMISATION PROGRAMMES IS BROKEN

21. TOOLS MAKETH NOT AN OPTIMISATION PROGRAMME

22. THE CRO TECH LANDSCAPE IN 2017 www.conversionoptimization.tools

23.

24. PEOPLE. PROCESS. PRIORITY.

25. NO BUY IN

26.

27. TEXT

28. TEXT

29.

30.

31.

32. OPTIMISATION IS A TEAM SPORT

33. E E

34. ENGAGE. EDUCATE.

35. HERE ARE SOME THINGS YOU CAN DO 1. TEACH CRO THROUGH EXAMPLES 2. HOLD A TESTING HACKATHON 3. GET PEOPLE TO VOTE ON IDEAS 4. DISPLAY RESULTS & LEADERBOARD 5. ALWAYS PROVIDE VISIBILITY OF YOUR WORK

36. OPTIMISATION IS NOT A PROJECT. IT SHOULD BE A BAU   (BUSINESS AS USUAL) ACTIVITY

37. YOUR CONVERSION OPTIMISATION PROGRAMME COMMAND CENTRE

38. RESEARCH     Document and store all your  research data from User tests,  Heatmaps, analytics etc GENERATE IDEAS & HYPOTHESES MANAGE YOUR TEST PIPELINE FROM  DESIGNING TO DEVELOPMENT, QA   TO DEPLOYMENT SYNCED WITH TESTING PLATFORMS INSIGHTS ENGINE TO FIND   QUICK ANSWERS A COMPLETE PLATFORM TO HELP YOU MANAGE THE ENTIRE TESTING PROCESS FROM START TO FINISH COLLABORATION

39. Tell me about your optimization programme GET IN TOUCH WITH ME email : manuel@effectiveexperiments.com tweet me : @digital_tonic Linkedin : www.linkedin.com/manueldacosta

Building & scaling a conversion optimization programme in your company

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