SlideShare a Scribd company logo

Getting buy in on your optimization program

VWO
VWO

How to Sell Your Experimentation Program to Stakeholders

1 of 19
Download to read offline
Andra Baragan
Founder & CRO Expert
Ontrack Digital
Getting buy-in
on your
optimization
program
Introduction
Founded Ontrack Digital in 2016
Worked with hundreds of ecommerce
brands
Team of 9 and growing
How I got into CRO?
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
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
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
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.

Recommended

Creating Actionable Product Strategy by Turo Director of Product
Creating Actionable Product Strategy by Turo Director of ProductCreating Actionable Product Strategy by Turo Director of Product
Creating Actionable Product Strategy by Turo Director of ProductProduct School
 
PM Skills & Toolkit for Driving Customer-Focused Teams
PM Skills & Toolkit for Driving Customer-Focused TeamsPM Skills & Toolkit for Driving Customer-Focused Teams
PM Skills & Toolkit for Driving Customer-Focused TeamsProduct School
 
Moving from Collaboration Pilot to Successful Implementation
Moving from Collaboration Pilot to Successful ImplementationMoving from Collaboration Pilot to Successful Implementation
Moving from Collaboration Pilot to Successful ImplementationChristian Buckley
 
Hands- on Social Media 7: Building And Selling Social Strategy
Hands- on Social Media 7: Building And Selling Social StrategyHands- on Social Media 7: Building And Selling Social Strategy
Hands- on Social Media 7: Building And Selling Social Strategyagencyside
 
Social media measurement standards: How to demonstrate social media's value t...
Social media measurement standards: How to demonstrate social media's value t...Social media measurement standards: How to demonstrate social media's value t...
Social media measurement standards: How to demonstrate social media's value t...SocialMedia.org
 

More Related Content

Similar to Getting buy in on your optimization program

Navigating the journey ahead
Navigating the journey aheadNavigating the journey ahead
Navigating the journey aheadBen Sutton
 
ikano_whitepaper_ceo
ikano_whitepaper_ceoikano_whitepaper_ceo
ikano_whitepaper_ceoBarry Smith
 
Roundtable session 2 Takeaways
Roundtable session 2 TakeawaysRoundtable session 2 Takeaways
Roundtable session 2 TakeawaysMartha Herdendorf
 
Product Roadmaps - Tips on how to create and manage roadmaps
Product Roadmaps - Tips on how to create and manage roadmapsProduct Roadmaps - Tips on how to create and manage roadmaps
Product Roadmaps - Tips on how to create and manage roadmapsMarc Abraham
 
Convincing your CEO to invest in a loyalty programme
Convincing your CEO to invest in a loyalty programmeConvincing your CEO to invest in a loyalty programme
Convincing your CEO to invest in a loyalty programmecolinjones001
 
Your VoC Programme is underperforming - and you know it
Your VoC Programme is underperforming - and you know itYour VoC Programme is underperforming - and you know it
Your VoC Programme is underperforming - and you know itFuturelab
 
Your VoC Programme is underperforming - do something about it
Your VoC Programme is underperforming - do something about itYour VoC Programme is underperforming - do something about it
Your VoC Programme is underperforming - do something about itFuturelab
 
Trade up from cube to corner office - OpenText TeamSite Optimost
Trade up from cube to corner office - OpenText TeamSite OptimostTrade up from cube to corner office - OpenText TeamSite Optimost
Trade up from cube to corner office - OpenText TeamSite Optimostsuparupaa
 
Trade up from cube to corner office - OpenText Optimost
Trade up from cube to corner office - OpenText OptimostTrade up from cube to corner office - OpenText Optimost
Trade up from cube to corner office - OpenText OptimostOpenText
 
14 steps to build a professional reseller partner program
14 steps to build a professional reseller partner program14 steps to build a professional reseller partner program
14 steps to build a professional reseller partner programDaniel Nilsson
 
How to best create and manage product roadmaps
How to best create and manage product roadmapsHow to best create and manage product roadmaps
How to best create and manage product roadmapsJeremy Horn
 
Human-Centered Design for Social Innovation Class 5 Moving Forward
Human-Centered Design for Social Innovation Class 5 Moving ForwardHuman-Centered Design for Social Innovation Class 5 Moving Forward
Human-Centered Design for Social Innovation Class 5 Moving ForwardJimmy Yeh
 
6 [fresh] digital marketing tips that will help businesses combat coronavirus...
6 [fresh] digital marketing tips that will help businesses combat coronavirus...6 [fresh] digital marketing tips that will help businesses combat coronavirus...
6 [fresh] digital marketing tips that will help businesses combat coronavirus...Charlesbab16
 
Submission #6 - Sruthi's Process Reflection.pptx
Submission #6 - Sruthi's Process Reflection.pptxSubmission #6 - Sruthi's Process Reflection.pptx
Submission #6 - Sruthi's Process Reflection.pptxSruthiJammalamadaka
 
Products and Services Business Coaching
Products and Services Business CoachingProducts and Services Business Coaching
Products and Services Business Coachingbrentalistair
 
How to get buy-in for your people analytics from the boardroom and beyond.
How to get buy-in for your people analytics from the boardroom and beyond.How to get buy-in for your people analytics from the boardroom and beyond.
How to get buy-in for your people analytics from the boardroom and beyond.The Happiness Index
 
Turning Business Challenges into Testable Ideas - 29 Nov '23.pdf
Turning Business Challenges into Testable Ideas - 29 Nov '23.pdfTurning Business Challenges into Testable Ideas - 29 Nov '23.pdf
Turning Business Challenges into Testable Ideas - 29 Nov '23.pdfVWO
 
Speed Wins: Launching new products and services. pptx
Speed Wins: Launching new products and services. pptxSpeed Wins: Launching new products and services. pptx
Speed Wins: Launching new products and services. pptxPeter Eales
 
Does my business need social media marketing?
Does my business need social media marketing?Does my business need social media marketing?
Does my business need social media marketing?Mohamed Mahdy
 

Similar to Getting buy in on your optimization program (20)

Navigating the journey ahead
Navigating the journey aheadNavigating the journey ahead
Navigating the journey ahead
 
ikano_whitepaper_ceo
ikano_whitepaper_ceoikano_whitepaper_ceo
ikano_whitepaper_ceo
 
Roundtable session 2 Takeaways
Roundtable session 2 TakeawaysRoundtable session 2 Takeaways
Roundtable session 2 Takeaways
 
Product Roadmaps - Tips on how to create and manage roadmaps
Product Roadmaps - Tips on how to create and manage roadmapsProduct Roadmaps - Tips on how to create and manage roadmaps
Product Roadmaps - Tips on how to create and manage roadmaps
 
Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...
Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...
Growing Beyond Expectations, 10 Marketing Lessons From Hyper-growth Companies...
 
Convincing your CEO to invest in a loyalty programme
Convincing your CEO to invest in a loyalty programmeConvincing your CEO to invest in a loyalty programme
Convincing your CEO to invest in a loyalty programme
 
Your VoC Programme is underperforming - and you know it
Your VoC Programme is underperforming - and you know itYour VoC Programme is underperforming - and you know it
Your VoC Programme is underperforming - and you know it
 
Your VoC Programme is underperforming - do something about it
Your VoC Programme is underperforming - do something about itYour VoC Programme is underperforming - do something about it
Your VoC Programme is underperforming - do something about it
 
Trade up from cube to corner office - OpenText TeamSite Optimost
Trade up from cube to corner office - OpenText TeamSite OptimostTrade up from cube to corner office - OpenText TeamSite Optimost
Trade up from cube to corner office - OpenText TeamSite Optimost
 
Trade up from cube to corner office - OpenText Optimost
Trade up from cube to corner office - OpenText OptimostTrade up from cube to corner office - OpenText Optimost
Trade up from cube to corner office - OpenText Optimost
 
14 steps to build a professional reseller partner program
14 steps to build a professional reseller partner program14 steps to build a professional reseller partner program
14 steps to build a professional reseller partner program
 
How to best create and manage product roadmaps
How to best create and manage product roadmapsHow to best create and manage product roadmaps
How to best create and manage product roadmaps
 
Human-Centered Design for Social Innovation Class 5 Moving Forward
Human-Centered Design for Social Innovation Class 5 Moving ForwardHuman-Centered Design for Social Innovation Class 5 Moving Forward
Human-Centered Design for Social Innovation Class 5 Moving Forward
 
6 [fresh] digital marketing tips that will help businesses combat coronavirus...
6 [fresh] digital marketing tips that will help businesses combat coronavirus...6 [fresh] digital marketing tips that will help businesses combat coronavirus...
6 [fresh] digital marketing tips that will help businesses combat coronavirus...
 
Submission #6 - Sruthi's Process Reflection.pptx
Submission #6 - Sruthi's Process Reflection.pptxSubmission #6 - Sruthi's Process Reflection.pptx
Submission #6 - Sruthi's Process Reflection.pptx
 
Products and Services Business Coaching
Products and Services Business CoachingProducts and Services Business Coaching
Products and Services Business Coaching
 
How to get buy-in for your people analytics from the boardroom and beyond.
How to get buy-in for your people analytics from the boardroom and beyond.How to get buy-in for your people analytics from the boardroom and beyond.
How to get buy-in for your people analytics from the boardroom and beyond.
 
Turning Business Challenges into Testable Ideas - 29 Nov '23.pdf
Turning Business Challenges into Testable Ideas - 29 Nov '23.pdfTurning Business Challenges into Testable Ideas - 29 Nov '23.pdf
Turning Business Challenges into Testable Ideas - 29 Nov '23.pdf
 
Speed Wins: Launching new products and services. pptx
Speed Wins: Launching new products and services. pptxSpeed Wins: Launching new products and services. pptx
Speed Wins: Launching new products and services. pptx
 
Does my business need social media marketing?
Does my business need social media marketing?Does my business need social media marketing?
Does my business need social media marketing?
 

More from VWO

Turn Website Visits into Conversions (1).pdf
Turn Website Visits into Conversions (1).pdfTurn Website Visits into Conversions (1).pdf
Turn Website Visits into Conversions (1).pdfVWO
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Optimizing Mobile App UX for better engagement & conversions.pptx
Optimizing Mobile App UX for better engagement & conversions.pptxOptimizing Mobile App UX for better engagement & conversions.pptx
Optimizing Mobile App UX for better engagement & conversions.pptxVWO
 
Optimizing Mobile App UX for better engagement & conversions.pdf
Optimizing Mobile App UX for better engagement & conversions.pdfOptimizing Mobile App UX for better engagement & conversions.pdf
Optimizing Mobile App UX for better engagement & conversions.pdfVWO
 
Tackling Conversion Problems with Personalization | VWO Webinars
Tackling Conversion Problems with Personalization | VWO WebinarsTackling Conversion Problems with Personalization | VWO Webinars
Tackling Conversion Problems with Personalization | VWO WebinarsVWO
 
First 30 days of Your CRO Program
First 30 days of Your CRO ProgramFirst 30 days of Your CRO Program
First 30 days of Your CRO ProgramVWO
 
How to Embed Emotions in Experimental Design
How to Embed Emotions in Experimental DesignHow to Embed Emotions in Experimental Design
How to Embed Emotions in Experimental DesignVWO
 
El arte de generar ideas de experimentación que impulsen resultados
El arte de generar ideas de experimentación que impulsen resultadosEl arte de generar ideas de experimentación que impulsen resultados
El arte de generar ideas de experimentación que impulsen resultadosVWO
 
Estrategias de CRO más allá de la conversión: evolución de la experiencia de ...
Estrategias de CRO más allá de la conversión: evolución de la experiencia de ...Estrategias de CRO más allá de la conversión: evolución de la experiencia de ...
Estrategias de CRO más allá de la conversión: evolución de la experiencia de ...VWO
 
Webinar_ Demystifying A_B Testing_ Simplified Success for Your Campaigns (1).pdf
Webinar_ Demystifying A_B Testing_ Simplified Success for Your Campaigns (1).pdfWebinar_ Demystifying A_B Testing_ Simplified Success for Your Campaigns (1).pdf
Webinar_ Demystifying A_B Testing_ Simplified Success for Your Campaigns (1).pdfVWO
 
Growth and Marketing Lessons from Running User Research
Growth and Marketing Lessons from Running User ResearchGrowth and Marketing Lessons from Running User Research
Growth and Marketing Lessons from Running User ResearchVWO
 
VWO_ 5 Strategies to Drive Instant Improvement in Your Brand’s CVR, AOV and L...
VWO_ 5 Strategies to Drive Instant Improvement in Your Brand’s CVR, AOV and L...VWO_ 5 Strategies to Drive Instant Improvement in Your Brand’s CVR, AOV and L...
VWO_ 5 Strategies to Drive Instant Improvement in Your Brand’s CVR, AOV and L...VWO
 
Nutzung der Verhaltenswissenschaft zur Steigerung der Konversionsrate.pdf
Nutzung der Verhaltenswissenschaft zur Steigerung der Konversionsrate.pdfNutzung der Verhaltenswissenschaft zur Steigerung der Konversionsrate.pdf
Nutzung der Verhaltenswissenschaft zur Steigerung der Konversionsrate.pdfVWO
 
Turn Visitors into Buyers with UAM Method
Turn Visitors into Buyers with UAM MethodTurn Visitors into Buyers with UAM Method
Turn Visitors into Buyers with UAM MethodVWO
 
Deep dive_ Heuristic Analysis and VoC research.pptx
Deep dive_ Heuristic Analysis and VoC research.pptxDeep dive_ Heuristic Analysis and VoC research.pptx
Deep dive_ Heuristic Analysis and VoC research.pptxVWO
 
Mixed Method Experimentation to Eliminate Siloes & Uncover Business Growth
Mixed Method Experimentation to Eliminate Siloes & Uncover Business GrowthMixed Method Experimentation to Eliminate Siloes & Uncover Business Growth
Mixed Method Experimentation to Eliminate Siloes & Uncover Business GrowthVWO
 
Experimentation Mindset: Plan and Diversify like a Habit Scientist
Experimentation Mindset: Plan and Diversify like a Habit ScientistExperimentation Mindset: Plan and Diversify like a Habit Scientist
Experimentation Mindset: Plan and Diversify like a Habit ScientistVWO
 
Beyond ICE Framework Webinar (1).pdf
Beyond ICE Framework Webinar (1).pdfBeyond ICE Framework Webinar (1).pdf
Beyond ICE Framework Webinar (1).pdfVWO
 
Aumenta las tasas de conversión mediante estrategias de crecimiento impulsada...
Aumenta las tasas de conversión mediante estrategias de crecimiento impulsada...Aumenta las tasas de conversión mediante estrategias de crecimiento impulsada...
Aumenta las tasas de conversión mediante estrategias de crecimiento impulsada...VWO
 
Exploring the Benefits of VWO's Two-way Integration with Google Analytics 4
Exploring the Benefits of VWO's Two-way Integration with Google Analytics 4Exploring the Benefits of VWO's Two-way Integration with Google Analytics 4
Exploring the Benefits of VWO's Two-way Integration with Google Analytics 4VWO
 

More from VWO (20)

Turn Website Visits into Conversions (1).pdf
Turn Website Visits into Conversions (1).pdfTurn Website Visits into Conversions (1).pdf
Turn Website Visits into Conversions (1).pdf
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Optimizing Mobile App UX for better engagement & conversions.pptx
Optimizing Mobile App UX for better engagement & conversions.pptxOptimizing Mobile App UX for better engagement & conversions.pptx
Optimizing Mobile App UX for better engagement & conversions.pptx
 
Optimizing Mobile App UX for better engagement & conversions.pdf
Optimizing Mobile App UX for better engagement & conversions.pdfOptimizing Mobile App UX for better engagement & conversions.pdf
Optimizing Mobile App UX for better engagement & conversions.pdf
 
Tackling Conversion Problems with Personalization | VWO Webinars
Tackling Conversion Problems with Personalization | VWO WebinarsTackling Conversion Problems with Personalization | VWO Webinars
Tackling Conversion Problems with Personalization | VWO Webinars
 
First 30 days of Your CRO Program
First 30 days of Your CRO ProgramFirst 30 days of Your CRO Program
First 30 days of Your CRO Program
 
How to Embed Emotions in Experimental Design
How to Embed Emotions in Experimental DesignHow to Embed Emotions in Experimental Design
How to Embed Emotions in Experimental Design
 
El arte de generar ideas de experimentación que impulsen resultados
El arte de generar ideas de experimentación que impulsen resultadosEl arte de generar ideas de experimentación que impulsen resultados
El arte de generar ideas de experimentación que impulsen resultados
 
Estrategias de CRO más allá de la conversión: evolución de la experiencia de ...
Estrategias de CRO más allá de la conversión: evolución de la experiencia de ...Estrategias de CRO más allá de la conversión: evolución de la experiencia de ...
Estrategias de CRO más allá de la conversión: evolución de la experiencia de ...
 
Webinar_ Demystifying A_B Testing_ Simplified Success for Your Campaigns (1).pdf
Webinar_ Demystifying A_B Testing_ Simplified Success for Your Campaigns (1).pdfWebinar_ Demystifying A_B Testing_ Simplified Success for Your Campaigns (1).pdf
Webinar_ Demystifying A_B Testing_ Simplified Success for Your Campaigns (1).pdf
 
Growth and Marketing Lessons from Running User Research
Growth and Marketing Lessons from Running User ResearchGrowth and Marketing Lessons from Running User Research
Growth and Marketing Lessons from Running User Research
 
VWO_ 5 Strategies to Drive Instant Improvement in Your Brand’s CVR, AOV and L...
VWO_ 5 Strategies to Drive Instant Improvement in Your Brand’s CVR, AOV and L...VWO_ 5 Strategies to Drive Instant Improvement in Your Brand’s CVR, AOV and L...
VWO_ 5 Strategies to Drive Instant Improvement in Your Brand’s CVR, AOV and L...
 
Nutzung der Verhaltenswissenschaft zur Steigerung der Konversionsrate.pdf
Nutzung der Verhaltenswissenschaft zur Steigerung der Konversionsrate.pdfNutzung der Verhaltenswissenschaft zur Steigerung der Konversionsrate.pdf
Nutzung der Verhaltenswissenschaft zur Steigerung der Konversionsrate.pdf
 
Turn Visitors into Buyers with UAM Method
Turn Visitors into Buyers with UAM MethodTurn Visitors into Buyers with UAM Method
Turn Visitors into Buyers with UAM Method
 
Deep dive_ Heuristic Analysis and VoC research.pptx
Deep dive_ Heuristic Analysis and VoC research.pptxDeep dive_ Heuristic Analysis and VoC research.pptx
Deep dive_ Heuristic Analysis and VoC research.pptx
 
Mixed Method Experimentation to Eliminate Siloes & Uncover Business Growth
Mixed Method Experimentation to Eliminate Siloes & Uncover Business GrowthMixed Method Experimentation to Eliminate Siloes & Uncover Business Growth
Mixed Method Experimentation to Eliminate Siloes & Uncover Business Growth
 
Experimentation Mindset: Plan and Diversify like a Habit Scientist
Experimentation Mindset: Plan and Diversify like a Habit ScientistExperimentation Mindset: Plan and Diversify like a Habit Scientist
Experimentation Mindset: Plan and Diversify like a Habit Scientist
 
Beyond ICE Framework Webinar (1).pdf
Beyond ICE Framework Webinar (1).pdfBeyond ICE Framework Webinar (1).pdf
Beyond ICE Framework Webinar (1).pdf
 
Aumenta las tasas de conversión mediante estrategias de crecimiento impulsada...
Aumenta las tasas de conversión mediante estrategias de crecimiento impulsada...Aumenta las tasas de conversión mediante estrategias de crecimiento impulsada...
Aumenta las tasas de conversión mediante estrategias de crecimiento impulsada...
 
Exploring the Benefits of VWO's Two-way Integration with Google Analytics 4
Exploring the Benefits of VWO's Two-way Integration with Google Analytics 4Exploring the Benefits of VWO's Two-way Integration with Google Analytics 4
Exploring the Benefits of VWO's Two-way Integration with Google Analytics 4
 

Recently uploaded

Advanced Web Analytics Certification Training
Advanced Web Analytics Certification TrainingAdvanced Web Analytics Certification Training
Advanced Web Analytics Certification TrainingAdriannaBednarz
 
2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business GrowthJomer Gregorio
 
KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024medraradigitals
 
Advertising and Sales Promotion concepts
Advertising and Sales Promotion  conceptsAdvertising and Sales Promotion  concepts
Advertising and Sales Promotion conceptsparamanjegatheeswari
 
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyAggregage
 
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa CoffeePorter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa Coffeeakshayytanwar123
 
Mattress Topper King Size | Kushimattress
Mattress Topper King Size | KushimattressMattress Topper King Size | Kushimattress
Mattress Topper King Size | KushimattressKushimattress
 
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptxSEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptxPeter Macinkovic
 
Advanced Search Engine Optimisation
Advanced Search Engine OptimisationAdvanced Search Engine Optimisation
Advanced Search Engine OptimisationAdriannaBednarz
 
ChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated PromptsChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated PromptsSaurav Srivastava
 
UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024medraradigitals
 
Market segmentation: Segments of a market refer to distinct groups of consumers
Market segmentation:  Segments of a market refer to distinct groups of consumersMarket segmentation:  Segments of a market refer to distinct groups of consumers
Market segmentation: Segments of a market refer to distinct groups of consumersNiveditha Achandira
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExSocial Samosa
 
Advertising concepts , Importance and its Types
Advertising concepts , Importance and its TypesAdvertising concepts , Importance and its Types
Advertising concepts , Importance and its Typesparamanjegatheeswari
 
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfRedseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfSocial Samosa
 
Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)AdriannaBednarz
 

Recently uploaded (17)

Advanced Web Analytics Certification Training
Advanced Web Analytics Certification TrainingAdvanced Web Analytics Certification Training
Advanced Web Analytics Certification Training
 
2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth
 
KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024
 
Advertising and Sales Promotion concepts
Advertising and Sales Promotion  conceptsAdvertising and Sales Promotion  concepts
Advertising and Sales Promotion concepts
 
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
 
The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing Strategy
 
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa CoffeePorter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
 
Mattress Topper King Size | Kushimattress
Mattress Topper King Size | KushimattressMattress Topper King Size | Kushimattress
Mattress Topper King Size | Kushimattress
 
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptxSEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
 
Advanced Search Engine Optimisation
Advanced Search Engine OptimisationAdvanced Search Engine Optimisation
Advanced Search Engine Optimisation
 
ChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated PromptsChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated Prompts
 
UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024
 
Market segmentation: Segments of a market refer to distinct groups of consumers
Market segmentation:  Segments of a market refer to distinct groups of consumersMarket segmentation:  Segments of a market refer to distinct groups of consumers
Market segmentation: Segments of a market refer to distinct groups of consumers
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdEx
 
Advertising concepts , Importance and its Types
Advertising concepts , Importance and its TypesAdvertising concepts , Importance and its Types
Advertising concepts , Importance and its Types
 
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfRedseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
 
Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)
 

Getting buy in on your optimization program

  • 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.
  • 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/