The document provides tips for getting buy-in for a conversion rate optimization (CRO) program from stakeholders. It advises identifying decision-makers, called "HiPPOs", and their concerns. It also recommends clearly communicating the program's goals and value by highlighting metrics, pain points, ROI, and case studies. Test briefs and results should also be shared along with ensuring flexibility, addressing concerns, and quantifying impacts on revenue. Visuals are emphasized to engage stakeholders in the data-driven process.

1. Andra Baragan
Founder & CRO Expert
Ontrack Digital
Getting buy-in
on your
optimization
program

2. Introduction
Founded Ontrack Digital in 2016
Worked with hundreds of ecommerce
brands
Team of 9 and growing
How I got into CRO?

3. In this presentation you will learn how to:
Identify the HiPPO in your organization
Communicate the value in CRO and set the right expectations
Communicate test briefs and results
Establish a data-driven culture and generate excitement around CRO

4. Identifying the HiPPO in your organization
There is a centralized decision-making process and, usually,
one person gives the final approval
The established decision-making process is often bypassed -
although you agreed on one way of doing things, that can
get over-ruled easily by this person

5. Identifying the HiPPO in your organization
You can observe a general feeling of agreement from the
rest of the team/organization to this person’s ideas or even a
fear of expressing alternative opinions
Overlooking data and research - these can easily get
overwritten based on that person’s opinion or gut feeling
In general, it will be the person whose opinion is most highly
regarded by the other team members

6. Communicating the value in the CRO project
You need to start off by clearly defining the project goals and
objectives.
Do that by outlining the specific metrics you aim to improve
(conversion rate, average order value, subscription take rate etc.)
Connect these goals to broader business objectives, such as
increased revenue, customer acquisition, or improved user
experience.

7. Communicating the value in the CRO project
You also want to gather and present baseline numbers.
Do that by sharing the current performance metrics to establish a
starting point for the project.
Highlight pain points and opportunities for improvement.
Explain the methodologies and tools you'll use to analyze and optimize
the conversion funnel.
Highlight your data-driven approach and how the business decisions
should be driven by the same

8. Communicating the value in the CRO project
Showcase successful case studies
Present examples of previous conversion optimization projects that
have led to tangible results.
Make sure you connect these successes to the current project's
objectives.
Provide a clear ROI analysis to demonstrate the benefits of the
project and use projections to estimate the potential impact.

9. Communicating
test briefs

10. Communicating
test briefs

11. Communicating
test results

12. Communicating
test results

13. Communicating
test results

14. My final tips on getting a better relationship with
your stakeholders and ensuring you can run your
optimization program unhindered?

15. Final tips
Be as flexible as you can and try to see where the other person is
coming from
Understand their concerns and always try to alleviate them through the
information you provide in each meeting and interaction
Understand that there are many elements involved in a business and,
sometimes, you need to compromise and that’s ok - you can do a lot
more testing being there than not being there at all

16. Final tips
Show as many examples as you can -
HiPPOs love seeing successful business examples, in the end
nobody is trying to reinvent the wheel but to combine as
many working cogs as possible, to get ahead of the
competition and reach those targets

17. Final tips
Visual beats any text! Be visual, use graphics, before and
after images, memes, whatever gets you there but make sure
to keep the presentations engaging

18. Final tips
Remember to quantify the uplifts in revenue earned and present
the problems as revenue lost -
Offering both the carrot and the stick in the same presentation
ensures you can appeal to any type of audience

19. Thanks for watching!
Now go out there and get buy-in on your
experimentation program!
For any questions, you can reach me at
andra@ontrack.agency or on Linkedin:
https://www.linkedin.com/in/andra-baragan/