When we think of CRO projects, they’re usually categorised as a unique piece of work, conducted by a small, select team. This approach is suitable for small-medium scale pieces of work, but what happens when you’re working Agile with an enterprise client? Both CRO and Agile promote perpetual circles, with short cycles, to keep projects lean and meaningful. Laura's talk will explore the shape of each technique, providing insight on the advantages and pitfalls of running a dual process. This talk includes a case study, demonstrating how Pragmatic weaved CRO and Agile together in a live situation.

1. Weaving CRO and
Agile methodologies:
A big brand
case study.
Laura Nelson | WooConf 2017
@Laura_Nelson | @pragmaticweb | pragmatic.agency

2. About Pragmatic
@Laura_Nelson | @pragmaticweb | pragmatic.agency
● UK’s leading WordPress
agency
● Based in Brighton, UK
● Team of 50
● WordPress technology
partner for enterprise
businesses

3. I’ll be covering
@Laura_Nelson | @pragmaticweb | pragmatic.agency
● Introduction to CRO
● The case for Agile
● Sage: A big brand
case study
● Takeaways

4. An introduction to CRO
@Laura_Nelson | @pragmaticweb | pragmatic.agency

5. : A big brand
case study

6. About Sage
@Laura_Nelson | @pragmaticweb | pragmatic.agency
● 6.2 million clients
● 13,000 employees
● 23 countries

7. Sage & Pragmatic
@Laura_Nelson | @pragmaticweb | pragmatic.agency
Creation of a global platform with local instances | It needed to tie in legacy content where
blogs were already in existence - and those blogs were on multiple different systems |
Utilise tagging to help drive personalisation | It needed to be future-proofed for the digital
transformation roadmap, which was to include in-depth personalisation and lead scoring |
Increase web traffic | Drive subscriptions and engagement,
including social shares and commenting | Provide a
seamless journey between the website and blog, so that user journeys were not interrupted
- and so that users could jump between the two from anywhere | | It needed to be one blog
filtered for four different audience types | It needed to make the experts the heroes - it was
to provide Sage Advice, after all, so those authors needed to have profiles and be trusted |
Mobile-responsive and AMP-compatible

8. CRO Audit
@Laura_Nelson | @pragmaticweb | pragmatic.agency
Thanks for reading.
To get the latest Sage
Advice straight to
your inbox, why not
subscribe to our
weekly newsletter?
Acknowledge value
to visitor
Link value to
Business Goal
We never sell your contact
information and it will only
be used to send your our
newsletter
Reassure about
Balance of Trade
Use steps instead of
scrolling

9. Enterprise CRO
@Laura_Nelson | @pragmaticweb | pragmatic.agency
Code freezes
Ongoing
Sprints of
work
Huge internal
market
Multiple
stakeholders
& sign off
points

10. An Agile approach to CRO
@Laura_Nelson | @pragmaticweb | pragmatic.agency

11. An Agile approach to CRO
@Laura_Nelson | @pragmaticweb | pragmatic.agency
Can we test it?

12. An Agile approach to CRO
@Laura_Nelson | @pragmaticweb | pragmatic.agency
We’ve built it.
Can we push live?

13. An Agile approach to CRO
@Laura_Nelson | @pragmaticweb | pragmatic.agency
The data
says X.
Do we
implement?

14. An Agile approach to CRO
@Laura_Nelson | @pragmaticweb | pragmatic.agency
Can we test it?

16. The CRO partnership

17. Tips & Takeaways
@Laura_Nelson | @pragmaticweb | pragmatic.agency
● Client commitment is key
● Never plan and build in the same sprint
● CRO is often to blame. Be sensitive and responsive
● Be aware of the internal market. Assist as much as possible
● It’s not always easy, but the results are worth it.

18. Thank you!
@Laura_Nelson | @pragmaticweb | pragmatic.agency