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First 30 days of Your CRO Program

VWO
VWO

Are you about to launch a new CRO program? The first 30 days are pivotal for your long-term success. There’s a lot of pressure to demonstrate value quickly, which isn’t easy. The process is far more complicated than it seems and can only be tackled with a well-thought-out plan. Our expert for this session, Joe Johnston, is the Head of Conversion at Launch, and he understands the common challenges that often arise when you kickstart a CRO program. Fortunately, he also knows how to mitigate them. In this webinar, he will share methods for gaining trust from key stakeholders and laying the foundations for collecting robust (valid) data, which is crucial in the first phase.

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First 30 days of
Your CRO Program
VWO Webinars
@launchonlineuk
Joe Johnston
Head of Conversion @ Launch
Hey, I’m Joe!
• Head of Conversion @ Launch
• 10 years agency experience
• Love UX / experimentation
• Guest lecture at UWE & Bristol Uni
First 30 days of Your CRO Program
me
Why Launch?
Top 1% of Google Agencies
The Drum - Top 10 UK Agency
VWO Premium Partner
The Clutch ⭐ ⭐ ⭐ ⭐ ⭐ Reviews
9* Rating on The Drum
I’d like you to take away:
a framework for agencies &
internal teams to execute
seamless CRO onboarding
and
some practical tasks to do in
first 30 days of launching a
new experimentation program

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First 30 days of Your CRO Program

  • 1. First 30 days of Your CRO Program VWO Webinars @launchonlineuk Joe Johnston Head of Conversion @ Launch
  • 2. Hey, I’m Joe! • Head of Conversion @ Launch • 10 years agency experience • Love UX / experimentation • Guest lecture at UWE & Bristol Uni
  • 4. me
  • 5. Why Launch? Top 1% of Google Agencies The Drum - Top 10 UK Agency VWO Premium Partner The Clutch ⭐ ⭐ ⭐ ⭐ ⭐ Reviews 9* Rating on The Drum
  • 6. I’d like you to take away: a framework for agencies & internal teams to execute seamless CRO onboarding and some practical tasks to do in first 30 days of launching a new experimentation program
  • 9. The majority (71%) use an internal team only. Source: Experimentation Maturity Benchmark Report 2023, Speero 20% opt for a combination of an internal team and an external agency.
  • 10. When looking at only high-performing businesses. Source: Experimentation Maturity Benchmark Report 2023, Speero ↑33% opt for a combination of an internal team and an external agency.
  • 11. This talk will include tips for businesses using both internal and external teams for experimentation.
  • 12. Program Sign-off Discovery & Onboarding Diagnostics & Velocity Pre-start 1-30 days 30-90 days Week 1 Quarter 1 Month 1
  • 14. You only get one chance to make a first impression.
  • 15. Behaviour change is as much to do with meeting emotional needs as it is your processes.
  • 16. 1. Strategic planning & alignment: Building relationships & getting cross department buy-in
  • 17. What do we want stakeholders to do? 1. Set expectations early 2. Map out all key players 3. Establish KPIs and goals 4. Define resource requirements 5. Identify any skills gaps = Stage 1: Strategic planning & alignment
  • 18. What do we want stakeholders to feel? 🔒 Safety 🤝 Trust 🔗 Connection 💬 Autonomy 🙋 Contribution = Stage 1: Strategic planning & alignment
  • 20. An unarticulated expectation is a disappointment guaranteed.
  • 21. 1. Clear outcomes 2. Clear next steps
  • 22. Who needs to be involved? CRO / experimentation UX research / UI design Copywriting Dev / engineering Data analytics & tracking Digital marketing / performance Sales SEO Product / project management Customer experience SLT / C-Level representation + any advocates
  • 23. Key takeaway: Brainstorm. Categorise. Prioritise. Stakeholder mapping workshop
  • 24. Head of Conversion Head of Data Head of Creative CEO Customer Director Managing Director Head of Performance Head of Ecommerce Measurement Analyst Conversion Consultant Performance Manager x2
  • 25. KPI & planning workshop
  • 26. KPI & planning workshop
  • 27. Key takeaway: Give everyone a voice. KPI & planning workshop
  • 28. 2. Discovery & audit: Living the customer experience & exercising your empathy
  • 29. What do we want stakeholders to do? 1. Audit core conversion journey 2. Brand immersion (live the experience) 3. Begin interviews and plan user research 4. Review existing results, data analysis and insights = Stage 2: Discovery & audit
  • 30. What do we want stakeholders to feel? 💑 Empathy 💡 Imagination 🌍 Inclusion 😇 Honesty ☝ Challenge = Stage 2: Discovery & audit
  • 31. Journey audits work best when the reviewer wasn’t involved in creating the design. A fresh perspective is more likely to be unbiased and deliver candid feedback. Get a fresh perspective
  • 35. Previous performance Interviews Competitors Sources of 360° brand immersion Insight reports Reviews Sales enablement Brand library Personas / ICPs Chat logs
  • 36. What are the top products/categories? What are the key services that customers engage with? What is it about your brand that resonates with customers? What are the key selling points or value proposition? Who are your main competitors, is that the same across all product categories? What are the primary challenges or pain points you're facing in your industry or market? What is the seasonality of product sales/leads? Can you describe your target audience? Who is your ideal customer? Do you have buyer personas? What proportion of your customers are repeat buyers? Do you offer anything additional to your brand loyal customers? Can you describe your typical sales process and customer journey? Do you run promotions, how does discounting impact consumer demand? What are the most common objections to buying and how do you overcome them? What are the most frequent complaints you receive?
  • 37. 3. Operational set-up & data hygiene: Setting up proper data collection & having the right tools
  • 38. What do we want stakeholders to do? 1. Review web analytics tracking set-up 2. Agree ways of working 3. Plug any gaps in conversion tech-stack 4. Establish knowledge management tool (database) = Stage 3: Operational set-up & data hygiene
  • 39. What do we want stakeholders to feel? 🚧 Boundaries 📐 Order ✅ Validation ⚖ Fairness 😌 Comfort = Stage 3: Operational set-up & data hygiene
  • 40. 41% of teams lack the tools or features they need for experimentation Source: Experimentation Maturity Benchmark Report 2023, Speero
  • 41. Bad Data = Bad Everything
  • 42. Data hygiene: What to look for. • Conversions (Forms/E-comm) • Are we counting the conversions correctly? • GA4 Audit • Is GA4 setup correctly and fit for purpose? • Run an AA test • Is your testing software configured correctly? • Are you reporting properly? • Can you automate reports?
  • 43. Surveys / Qual. research Website / form analytics Personalisation Heatmaps / Session recordings A/B testing / experiments Nailing the CRO tech stack How many of these do you have?
  • 44. 58% of businesses with a CRO program don’t have a knowledge base. Source: Experimentation Maturity Benchmark Report 2023, Speero
  • 45. tests
  • 48. 4. First test launch: Getting a test off the ground!
  • 49. What do we want stakeholders to do? 1. Define A/B testing workflow 2. Set up proof-of-concept test 3. Communicate learnings with wider business = Stage 4: First test launch
  • 50. What do we want stakeholders to feel? 🧑🏫 Learning ⚡ Excitement 💯 Success 💪 Power 💰 Value = Stage 4: First test launch
  • 52. No. Test name Primary metric Duration Annual uplift 1 Homepage title Search results 22 Oct – 1 Nov 23 £300,000 We expect that by making the homepage value proposition more focused on speed and value - the main customer pain points - we will improve engagement and users will be more likely to continue their search journey. Hypothesis Test showed positive results in the main conversion action and no negative effects on secondary conversion actions. Recommend to fully implement change. Outcome / Recommendation Unique conversions / Visitors Conversion rate Difference Confidence Control 36,012 / 801,235 4.49% - - Variation 36,801 / 801,323 4.59% 2.18% 95% Control Variation WIN + Fully implement
  • 53. 1. Strategic planning & alignment 2. Discovery & audit 3. Operational set-up & data hygiene 4. First test launch
  • 54. 1. ✅ Set expectations early 2. ✅ Map out all key stakeholders 3. ✅ Make introductions and meet (workshop) 4. ✅ Establish KPIs and goals 5. ✅ Define resource requirements 6. ✅ Identify any skills gaps 7. ✅ Audit core conversion journey 8. ✅ Brand immersion (live the experience) 9. ✅ Begin interviews and plan user research 10. ✅ Review existing results, data analysis and insights 11. ✅ Review web analytics tracking set-up 12. ✅ Agree ways of working 13. ✅ Plug any gaps in conversion tech-stack 14. ✅ Establish knowledge management tool (database) 15. ✅ Define A/B testing workflow 16. ✅ Set up AA test and proof-of-concept test 17. ✅ Communicate learnings with wider business First 30 Days Checklist for Success
  • 55. People will forget what you said and did, but people will never forget how you made them feel.