How to Balance Innovation and Optimization in your CRO program

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How to Balance
Innovation and Optimization
in your CRO program
+

1. All attendees will be placed on mute during
the webinar
1. In case of any queries/technical issues,
please use the chat...

Over the last 10 years, I've helped companies like
Abercrombie & Fitch, Under Armour, Intercontinental
Hotel Group, and Fi...

1. How to strike a balance between innovation
and optimization
1. Why having a consistent testing roadmap is
the key to op...

Innovation is among the top 5 priorities for 96% of
companies.

However.. 57% of companies say that it’s a struggle to
foster an internal culture of experimentation and
innovation.

ORIGINAL NEW

The CRO Team

1. Every experiment must only test a
single variable
1. Must have enough site traffic to see
significant changes within a ...

ORIGINAL NEW

Innovative ideas tend to be:
● Multi-variable
● Difficult to A/B Test
● Often lack a true “control”
experience
The problem...

82% of organizations run innovation in the same way
they would go about achieving any incremental
performance gain.

How do we make sure this guy’s innovative idea has a
sound analytics strategy to support it?

Commit to a
testing roadmap

Testing allows us to get to know our customers on a deeper level
through data.
A consistent testing roadmap allows us to c...

1. Test, test, test!
2. Build a results repository that can be
referenced when new innovative
ideas are needed.
3. Commit ...

54% of innovating organizations have trouble bridging
the gap between innovation strategy and the larger
business strategy.

● Conversion Drop lead to a panic
● We need to be innovative, NOW!
C-Suite push for Innovation

1. Executive pushes for something
“innovative”
2. Other projects go on hold
3. Competitive research
4. Analysis is rushed
...

A new process to limit the panic
Always
have an
innovation
ready
01
02
03
04

➔ Results repository filled with
meaningful, actionable insights
➔ A roadmap that already pushes
innovative ideas forward
...

Conduct up-front
user research

Pre-test data can be in the form of:
● Surveys
● Focus Groups
● User Testing
● Observation
Require pre-test data for innov...

User research is used to:
● Try out ideas before committing time and
money to a big project
● Ask questions that will unco...

● The majority of revenue came from a 1-
month window at the end of the year
● Difficult to test due to low traffic and
lo...

● The team knew it was even more
important to get things right.
● Used the first half of the year to
analyze and research....

Working toward a yearly deadline
JAN FEB MAR APR MAY JUN
Review
results
from
previous
period
User research
Concepts
develo...

● This process allowed the team to prove
consistent revenue increases after
every open enrollment period.
Consistent CVR i...

Break new innovations
into several tests

A few questions to ask:
● Are there any pieces of this innovation that
don’t need to be tested?
● Are there any functional...

● The product team responsible for the
product detail page wanted to
completely overhaul the PDP
● The CRO team saw this a...

Redesigning an outdated product page

Redesigning an outdated product page
● New image functionality
● Afterpay
● Icons in the buy grid
● Sticky Add to Cart But...

How to test efficiently
● Broke new features into individual
tests
● Lower confidence threshold to 80%
● Ran 2-week direct...

We’ve covered 3 strategies that will help you balance
innovation and optimization:
1. Commit to a testing roadmap
2. Condu...

Following these three strategies will allow the CRO
and UX teams:
➔ Develop innovative strategies based on customer
data a...

1. How to strike a balance between innovation
and optimization
1. Why having a consistent testing roadmap is
the key to op...

Questions?

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