{"id":357,"date":"2016-12-01T10:58:00","date_gmt":"2016-12-01T10:58:00","guid":{"rendered":"https:\/\/conversion.com\/strategic-testing\/"},"modified":"2024-08-14T09:36:18","modified_gmt":"2024-08-14T09:36:18","slug":"strategic-testing-how-to-approach-cro-for-long-term-profits-and-customer-success","status":"publish","type":"post","link":"https:\/\/conversion.com\/blog\/strategic-testing-how-to-approach-cro-for-long-term-profits-and-customer-success\/","title":{"rendered":"Strategic testing: How to approach CRO for long-term profits and customer success"},"content":{"rendered":"<section class=\"c-post-content\" data-ref=\"case-content\">\n\t<div class=\"post-content\">\n\t\t<div class=\"post-content__container container container--medium\">\n\t\t\t<aside class=\"post-content__sidebar post-content__sidebar--links\">\n\t\t\t\t<div class=\"sticky-menu\" data-ref=\"case-content-menu\">\n\t\t\t\t\t<h3 class=\"sticky-menu__title\">Contents<\/h3>\n\t\t\t\t\t<ul class=\"sticky-menu\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link  active\" href=\"#introduction\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Introduction<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#howtoshiftyourapproachfromtacticaltostrategic\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">How to shift your approach from tactical to strategic?<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#fromeachtestexistinginavacuumtostrategicevolutionoftests\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">From each test existing in a vacuum to strategic evolution of tests.<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#fromhavingsinglewinningteststoscalingyourimpact\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">From having single winning tests to scaling your impact<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#fromlackofprioritiestoeffectiveallocationofteamsresources\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">From lack of priorities to effective allocation of team\u2019s resources<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#fromretestingsimilarconceptsanddismissinggoodonestokeepingatestlogandcontinuallylearning\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">From retesting similar concepts and dismissing good ones to keeping a test log and continually learning<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#fromdrivingminorwebsitechangestotransformingyourorganization\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">From driving minor website changes to transforming your organization<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#conclusion\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Conclusion<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t<\/aside>\n\n\t\t\t<div class=\"post-content__content\">\n\t\t\t\t<ul class=\"post-content__sections\">\n\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"introduction\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>Strategy will make or break your experimentation program.<\/p>\n<p><span style=\"font-weight: 400;\">With no strategy in place, you risk running the wrong tests, in the wrong order, on the wrong goals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But get the strategy right, and you\u2019ll have an impactful and scalable experimentation framework. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019s more, this framework can help you apply testing not just to your website, but across your entire organization. Testing then becomes the mindset for growth \u2013 not an occasional bolt-on to website marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It enables you to test and optimize messaging, design, user experience \u2013 even your advertising, pricing and product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are key habits and indicators that suggest a testing program is more tactical than strategic. The table below compares the tactical vs. strategic approaches. Read through description for each to understand where on the spectrum between these two your current approach is lying.<\/span><\/p>\n<p>&nbsp;<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__index\">\n\t\t\t\t\t\t\t\t<h3 class=\"post-content__index-title\">Contents<\/h3>\n\t\t\t\t\t\t\t\t<ul class=\"post-content__index-links\" data-ref=\"case-content-menu\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#introduction\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tIntroduction\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#howtoshiftyourapproachfromtacticaltostrategic\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tHow to shift your approach from tactical to strategic?\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#fromeachtestexistinginavacuumtostrategicevolutionoftests\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tFrom each test existing in a vacuum to strategic evolution of tests.\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#fromhavingsinglewinningteststoscalingyourimpact\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tFrom having single winning tests to scaling your impact\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#fromlackofprioritiestoeffectiveallocationofteamsresources\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tFrom lack of priorities to effective allocation of team\u2019s resources\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#fromretestingsimilarconceptsanddismissinggoodonestokeepingatestlogandcontinuallylearning\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tFrom retesting similar concepts and dismissing good ones to keeping a test log and continually learning\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#fromdrivingminorwebsitechangestotransformingyourorganization\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tFrom driving minor website changes to transforming your organization\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#conclusion\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tConclusion\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"howtoshiftyourapproachfromtacticaltostrategic\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">How to shift your approach from tactical to strategic?<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"fromeachtestexistinginavacuumtostrategicevolutionoftests\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">#1. From each test existing in a vacuum to strategic evolution of tests.<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p><span style=\"font-weight: 400;\">With a tactical approach to testing, tests do not inform a well-integrated testing strategy, but exist in isolation. This means that when a test is over, you simply move onto your next planned test. As a result, your testing strategy look like this:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The diagram key:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Tests marked as <\/span><span style=\"font-weight: 400; color: #ff0000;\">red<\/span><span style=\"font-weight: 400;\"> = losers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Tests marked as <\/span><span style=\"font-weight: 400; color: #ffcc00;\">yellow<\/span><span style=\"font-weight: 400;\"> = did not make any difference<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Tests marked as <\/span><span style=\"font-weight: 400; color: #008000;\">green<\/span><span style=\"font-weight: 400;\"> = winners<\/span><\/li>\n<\/ul>\n<div id=\"attachment_764\" style=\"width: 610px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-764\" decoding=\"async\" class=\"wp-image-764 \" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/tactical-approach-to-testing-3.jpg\" alt=\"tactical-approach-to-testing\" width=\"600\" height=\"435\" \/><\/p>\n<p id=\"caption-attachment-764\" class=\"wp-caption-text\">Tactical approach to testing<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">It\u2019s a random set of tests where some win, some lose, and none of them inform your subsequent steps.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In contrast, when you employ a strategic approach your testing looks like this:<\/span><\/p>\n<div id=\"attachment_765\" style=\"width: 609px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-765\" decoding=\"async\" class=\"wp-image-765 \" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/strategic-approach-to-testing-3.jpg\" alt=\"strategic-approach-to-testing\" width=\"599\" height=\"490\" \/><\/p>\n<p id=\"caption-attachment-765\" class=\"wp-caption-text\">Strategic approach to testing<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">In essence, levers are factors which the data shows may impact user behavior on the site. For example, the lever \u201ccard comparison\u201d was based on research findings which showed that people find it difficult to compare credit cards on finance websites. As a result, they did not apply for any because they couldn\u2019t decide which was best. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Levers inform branches of tests. Some tests win, some lose, but the tests are integrated, i.e. each test can inform subsequent tests based on its result. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if you\u2019re a pharmaceutical retailer and you found that delivery is an important factor when deciding whether to purchase oral contraceptives, then here\u2019s what your first test could look like:<\/span><\/p>\n<div id=\"attachment_766\" style=\"width: 608px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-766\" decoding=\"async\" class=\"wp-image-766 \" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/Lloyds-example1-3.jpg\" alt=\"lloyds-example1\" width=\"598\" height=\"141\" \/><\/p>\n<p id=\"caption-attachment-766\" class=\"wp-caption-text\">Original version of the page<\/p>\n<\/div>\n<div id=\"attachment_767\" style=\"width: 607px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-767\" decoding=\"async\" class=\"wp-image-767 \" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/Lloyds-example2-3.jpg\" alt=\"lloyds-example2\" width=\"597\" height=\"138\" \/><\/p>\n<p id=\"caption-attachment-767\" class=\"wp-caption-text\">Variation A of the same page<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">If your test won, then you could iterate that test idea. Was it the free delivery that mattered or was it the speed? Next step &#8211; two variations: \u201cFree\u201d vs. \u201cNext Day\u201d. If it was the speed, maybe we should introduce in-store delivery as well as next day delivery, and see if the extra expense is justified by extra demand. Then, we might test making it more prominent. Instead of showing it in the header, we could include as part of the page\u2019s sub-headline. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is how a strategic approach to testing forces you to amplify impact from your original test and uncover granular insights about your customers.<\/span><\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t                            <div data-target=\"post-newsletter-anchor\" data-device=\"mobile\"><\/div>\n                        \t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"fromhavingsinglewinningteststoscalingyourimpact\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">#2. From having single winning tests to scaling your impact<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p><span style=\"font-weight: 400;\">Once you know the intricate details about what motivates\/prevents your customers from taking a desired action &#8211; you\u2019re still not done! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The next stages you can (and should) go through are:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Scale your impact, i.e. test the same concept on other pages. In the context of Lloyds Pharmacy this could mean reinforcing the same concept on other product pages (eg. if we tested it only on major brands, we could roll out the same test concept on the smaller brands, too) or we could test the same concept further down the funnel. For example, Lloyds Pharmacy could reinforce the same benefits when the visitor continues their order.<\/span><\/li>\n<\/ul>\n<div id=\"attachment_768\" style=\"width: 606px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-768\" decoding=\"async\" class=\"wp-image-768 \" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/Lloyds-example3-3.jpg\" alt=\"lloyds-example3\" width=\"596\" height=\"316\" \/><\/p>\n<p id=\"caption-attachment-768\" class=\"wp-caption-text\">Applying insights to the check-out funnel<\/p>\n<\/div>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Share your impact, i.e. apply the same concept to other areas of your business. If this concept resonated so well with your audience, let\u2019s test including it in your PPC campaigns, meta description, and email marketing promo offers. If these work, there is sufficient evidence to then test these in your offline marketing, too!<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Here\u2019s the essence of it: You find a winning test idea and then you hammer it. To do so, follow this protocol.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If the test wins:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Amplify (same concept, same page)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Scale (same concept, other pages)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Share (from acquisition to product)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To decide which levers are most powerful in changing your customers\u2019 behavior, you need a broad view of your optimization program. For one of the clients we worked with we created the following (anonymised) table: <\/span><\/p>\n<div id=\"attachment_769\" style=\"width: 609px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-769\" decoding=\"async\" class=\"wp-image-769 \" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/Anonymous-client-example-3.jpg\" alt=\"anonymous-client-example\" width=\"599\" height=\"205\" \/><\/p>\n<p id=\"caption-attachment-769\" class=\"wp-caption-text\">Lever performance breakdown<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">We tracked everything: the number of tests we ran around a certain lever, the win rate, the uplift that every test concept creates. We then segmented it based on different criteria: the step in the conversion funnel where it was executed, the acquisition channel, device type. This gives us a better idea of where we can scale the impact generated by our most successful tests. For example, we can see that \u201ctrust\u201d had the highest win rate and a relatively large uplift, but we have not yet run many tests on our PPC traffic. Let\u2019s scale it further!<\/span><\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"fromlackofprioritiestoeffectiveallocationofteamsresources\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">#3. From lack of priorities to effective allocation of team\u2019s resources<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p><span style=\"font-weight: 400;\">It\u2019s essential for a strategic testing program to maximise the value of its resources. The success of the program will be limited both by the volume of tests the website supports, as well as by internal resources like design and development time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why it\u2019s essential to prioritize your tests effectively. It\u2019s impossible to run every test we can think of \u2013 so we have to be selective and prioritize strategically.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That means planning the test roadmap by considering variables like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The <\/span><b>value<\/b><span style=\"font-weight: 400;\"> of the area being tested (eg the flow, page or element)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The potential <\/span><b>impact<\/b><span style=\"font-weight: 400;\"> of the test<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The <\/span><b>ease<\/b><span style=\"font-weight: 400;\"> (design and build time, as well as sign-off) required to launch the test<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ensuring that we\u2019re <\/span><b>learning<\/b><span style=\"font-weight: 400;\"> about user behavior (eg by testing across a range of levers, rather than focusing heavily on one or two) <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Any <\/span><b>risks<\/b><span style=\"font-weight: 400;\"> associated with running the test <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In short, we want to prioritize high-impact, high-ease tests on high-value areas:<\/span><\/p>\n<p><img decoding=\"async\" class=\" wp-image-2967 aligncenter\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1.webp\" alt=\"\" width=\"476\" height=\"356\" srcset=\"https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1.webp 477w, https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1-300x225.webp 300w, https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1-400x299.webp 400w, https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1-321x240.webp 321w, https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1-460x344.webp 460w, https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1-230x172.webp 230w, https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1-115x86.webp 115w, https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1-285x213.webp 285w, https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1-142x106.webp 142w, https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1-100x75.webp 100w, https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1-50x37.webp 50w, https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1-25x19.webp 25w, https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1-12x9.webp 12w, https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1-417x312.webp 417w, https:\/\/conversion.com\/wp-content\/uploads\/2016\/12\/test-prioritisation-impact-ease-1-208x156.webp 208w\" sizes=\"(max-width: 476px) 100vw, 476px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">By prioritizing tests based on i<\/span>mpact and ease, you make sure that you don\u2019t invest your time in complex, low impact tests.<\/p>\n<p><span style=\"font-weight: 400;\">If a test is complex but has a high potential impact, you should (whenever you can) try to prove the concept first. That means simplifying the execution of the test to a point where it becomes feasible to run \u2013 the \u201cminimum viable test\u201d \u2013 before progressing to more complex (and potentially more impactful) iterations. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s consider an example. <\/span><\/p>\n<h3><b>Minimum viable test: Credit card industry<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The research we conducted when analyzing the credit card industry showed that the fear of not being approved was the #1 reason preventing people from applying for credit cards.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Santander has a good example of a bad landing page. All the eligibility information is hidden under a huge block of text. Even if you find it, it\u2019s generic, and there is no guidance on whether you, given your individual circumstances, would be approved.<\/span><\/p>\n<div id=\"attachment_773\" style=\"width: 611px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-773\" decoding=\"async\" class=\"wp-image-773 \" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/image11-5.png\" alt=\"image11\" width=\"601\" height=\"575\" \/><\/p>\n<p id=\"caption-attachment-773\" class=\"wp-caption-text\">Santander bank &#8211; eligibility criteria<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">To address this objection more effectively, Santander could build an eligibility checker similar to the one <\/span><a href=\"https:\/\/letmechoose.barclaycard.co.uk\/?source=productpages\"><span style=\"font-weight: 400;\">Barclays<\/span><\/a><span style=\"font-weight: 400;\"> has:<\/span><\/p>\n<div id=\"attachment_771\" style=\"width: 609px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-771\" decoding=\"async\" class=\"wp-image-771 \" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/image07-4.png\" alt=\"image07\" width=\"599\" height=\"355\" \/><\/p>\n<p id=\"caption-attachment-771\" class=\"wp-caption-text\">Barclays bank &#8211; eligibility checker<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">However, it would require substantial time to build. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">To understand if it is worth investing resources into this new tool, Santander could create a minimum viable test to first prove the concept. For example, they could add a new section at the top that would look similar to an eligibility checker, but upon clicking would still present the same generic information:<\/span><\/p>\n<div id=\"attachment_770\" style=\"width: 611px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-770\" decoding=\"async\" class=\"wp-image-770 \" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/image06-4.png\" alt=\"image06\" width=\"601\" height=\"236\" \/><\/p>\n<p id=\"caption-attachment-770\" class=\"wp-caption-text\">Example of a minimum viable test<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">The visitors still would not find out the information specific to their needs, but the important point is that Santander would be able to measure the % of people who click on this button. If they do, it\u2019s worth developing the concept further \u2013 if they don\u2019t, their resources can be better deployed elsewhere.<\/span><\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"fromretestingsimilarconceptsanddismissinggoodonestokeepingatestlogandcontinuallylearning\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">#4. From retesting similar concepts and dismissing good ones to keeping a test log and continually learning<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p><span style=\"font-weight: 400;\">Every successful test should inform the overall testing strategy. But that can be a challenge if people on your team change and the knowledge of what worked might fade away. Without an effective knowledge base of tests, you\u2019re facing two risks that can undermine your testing program:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><b>Repeating previous tests<\/b><span style=\"font-weight: 400;\">: You might run similar tests again. At best, you may validate the previous result. At worst, you\u2019ll waste resource by repeating a test \u2013 and potentially one that had a negative result.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Dismissing new concepts<\/b><span style=\"font-weight: 400;\">: A bigger risk is saying, \u201cWe already tested that\u201d, without being able to show exactly what was tested and what the outcome was. As above, a test\u2019s success is primarily down to the lever and the concept\u2019s implementation. Dismissing the lever because of an unsuccessful earlier test is a huge risk.<\/span><\/li>\n<\/ol>\n<div id=\"attachment_776\" style=\"width: 443px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-776\" decoding=\"async\" class=\"wp-image-776 size-full\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/test-documentation-3.png\" alt=\"test-documentation\" width=\"433\" height=\"438\" \/><\/p>\n<p id=\"caption-attachment-776\" class=\"wp-caption-text\">Example of how Conversion.com documents its optimization program<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">To manage those risks more effectively, at minimum you must track:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Hypothesis<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Creative execution (screenshots)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Areas of focus<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Results (raw data)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">But ideally you should also include external factors such as seasonality, competitors\u2019 activity and market conditions. External factors can have an impact on your test results. For example, during December many ecommerce sites do not see their tests achieving statistical significance. This is due to the nature of demand. During peak periods, people care less about persuasive copy, layout and design \u2013 they just need to make a purchase. As a result, a well-crafted landing page may not perform any better or worse than the original, but once the peak period is over, clear differences start to emerge.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s an example from <a href=\"https:\/\/twitter.com\/chrisgoward\">Chris Goward<\/a>\u2019s book <\/span><i><span style=\"font-weight: 400;\">You Should Test That!<\/span><\/i><span style=\"font-weight: 400;\"> None of the variations achieved statistical significance in December, but Variation C became a decent winner in January and conversion rate difference jumped from 12.7% to 30.6%.<\/span><\/p>\n<div id=\"attachment_793\" style=\"width: 609px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-793\" decoding=\"async\" class=\"wp-image-793 \" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/december-january-3.jpg\" alt=\"december-january\" width=\"599\" height=\"383\" \/><\/p>\n<p id=\"caption-attachment-793\" class=\"wp-caption-text\">Adapted from Chris Goward&#8217;s book You Should Test That!<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">When you approach your testing strategically, there are no such questions. You just go to your knowledge base of tests and analyze whether the test result was a result of the lever, the concept implementation, or potentially external factors (eg seasonality, a change in market conditions, or a change in the traffic profile).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This brings us to important point. If you\u2019re a strategist, here\u2019s how you should approach these losers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If the test loses due to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Lever<\/b><span style=\"font-weight: 400;\"> (the core theme of the test didn\u2019t affect user behavior) = <\/span><span style=\"font-weight: 400;\">abandon<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Execution<\/b><span style=\"font-weight: 400;\"> (the implementation \u2013 design, copy, functionality \u2013 didn\u2019t affect user behavior) = <\/span><span style=\"font-weight: 400;\">retest<\/span><span style=\"font-weight: 400;\"> (and reprioritize)<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>External factor<\/b><span style=\"font-weight: 400;\"> (eg seasonal or market conditions) = <\/span><span style=\"font-weight: 400;\">retest<\/span><span style=\"font-weight: 400;\"> (and reprioritize)<\/span><\/li>\n<\/ul>\n<p>(For a more in-depth discussion on\u00a0why execution might\u00a0fail your tests, read <a href=\"https:\/\/blog.booking.com\/concept-dne-execution.html\">this article<\/a>\u00a0by Erin Weigel, Senior Designer at Booking.com)<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"fromdrivingminorwebsitechangestotransformingyourorganization\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">#5. From driving minor website changes to transforming your organization<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p><span style=\"font-weight: 400;\">Finally, at the heart of strategic testing is an alignment with the goals of your organization. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">That means the KPI for your tests may not be the conversion rate from visitors to customers, but a broader goal like revenue, profit or lifetime value.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if your goal is to increase revenue, you might break it down as:<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Revenue = Traffic x Conversion Rate x Lifetime Customer Value (LCV) <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It may be the case that simply putting up your prices will increase the LCV significantly, even if it decreases the conversion rate marginally. It can be a risk to test, but it\u2019s often a simple test to run \u2013 there\u2019s very little design and development work involved. This is especially true in some SaaS markets where customers are less likely to have an expectation around price, giving greater elasticity. <\/span><\/p>\n<h3><b>Example<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">This is exactly what Jason Cohen, the CEO of WP Engine, <\/span><a href=\"http:\/\/businessofsoftware.org\/2013\/06\/jason-cohen-ceo-wp-engine-why-data-can-make-you-do-the-wrong-thing\/\"><span style=\"font-weight: 400;\">recommended<\/span><\/a><span style=\"font-weight: 400;\"> to one of the companies at Capital Factory (the largest start-up incubator and accelerator in Austin). According to him, they doubled their prices and the effect on signups was minimal. As a result, the profits almost doubled. There you are \u2013 price inelastic demand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, should you also double your prices? This is what strategic testing can give you an answer to. <\/span><\/p>\n<h3><b>Risk profile<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Transforming your organization means not only growing it, but also challenging its deep-seated assumptions. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, in SaaS this might mean re-thinking how you structure your pricing plans. Would customers be convinced to upgrade to higher-tier plans because they see more value in advanced features you offer (and should you thus structure your plans as in the image below)?<\/span><\/p>\n<div id=\"attachment_775\" style=\"width: 607px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-775\" decoding=\"async\" class=\"wp-image-775 \" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/SaaS-example-3.png\" alt=\"saas-example\" width=\"597\" height=\"213\" \/><\/p>\n<p id=\"caption-attachment-775\" class=\"wp-caption-text\">More features = higher price<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">Alternatively, you could test giving all features to everyone, regardless of the plan they&#8217;re on \u2013 then limit the volume of their usage instead. That way, every customer is able to experience the full benefits of the platform, and is more likely to use and engage with it, increasing their usage and subscription level:<\/span><\/p>\n<div id=\"attachment_779\" style=\"width: 601px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-779\" decoding=\"async\" class=\"wp-image-779 \" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2022\/06\/SaaS-example2-3.jpg\" alt=\"saas-example2\" width=\"591\" height=\"273\" \/><\/p>\n<p id=\"caption-attachment-779\" class=\"wp-caption-text\">Higher volume = higher price (same access to features for everyone)<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">(Or could you try and strike a balance between the two, or abandon the whole idea completely and simply charge a flat $99 fee the same way Basecamp does?)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ultimately you need to maintain a healthy risk profile that\u2019s appropriate for your organization and its testing maturity. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This means not only iterating your existing test ideas (= safer tests), but also testing completely new concepts and experimenting with radical changes. If you\u2019re not nervous about even just a small percentage of your experiments \u2013 then you\u2019re not being radical enough, and you risk not answering important strategic questions about your business and your customers.<\/span><\/p>\n<h3><b>Insight narratives<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Ultimately, in order to transform the organization the research\/data science team needs to align everyone on making data-based decisions. This means no more sitting together as a closed group that simply sends reports to the C-suite once a month, but becoming the core link between the C-suite and the business\u2019s customers. This comes back to the point raised above: the impact in the form of new knowledge <\/span><i><span style=\"font-weight: 400;\">needs to be shared<\/span><\/i><span style=\"font-weight: 400;\"> with the organization. Humans are hardwired for stories, not processing long spreadsheets. This is why storytelling backed by data \u2013 what we call <\/span><i><span style=\"font-weight: 400;\">insight narratives<\/span><\/i><span style=\"font-weight: 400;\"> \u2013 is the most effective way to keep the data pumping through the veins of your organization and aligning everyone on the same vision.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Avinash Kaushik put it brilliantly (when he was <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=qEHmc4oVa-I\"><span style=\"font-weight: 400;\">interviewed<\/span><\/a><span style=\"font-weight: 400;\"> at SES conference): <\/span><\/p>\n<blockquote>\n<p><span style=\"font-weight: 400;\">We need to take some of the dryness and connect it to real life when we present data. So, when people ask me what the metric bounce rate is, I very rarely say that it\u2019s the percent of sessions with single pageviews. That does not communicate what they are! What I say is, they represent &#8211; from a customer perspective &#8211; an experience that is, \u201cI came, I puked, I left\u201d. You are never gonna forget that! You are never gonna forget that definition because of the way it was articulated. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">I found that after years of trying to convince people, I\u2019ve tried to get data to connect to real life. When a newspaper company wrote an email campaign and I analyzed it later, I basically said, \u201cYou had the 13 million one night stands with customers because you created no visitor loyalty\u201d. Again, that was a way to make this data very REAL to them. Everyone knows what a one night stand is, and most of them were not great.<\/span><\/p>\n<p class=\"citation__author\">Avinash Kaushik Digital Marketing Evangelist at Google<\/p>\n<\/blockquote>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"conclusion\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p><span style=\"font-weight: 400;\">As you can see, there are clear differences between tactical and strategic optimization programs. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s not to say that individual tactics won&#8217;t work \u2013 they can and do \u2013 but without a broader strategy to unite them, they\u2019ll be limited in reach and impact. Sun Tzu, a Chinese military strategist, knew that the problem was not with the tactics themselves, but with the overall approach:<\/span><\/p>\n<p><b>\u201cStrategy without tactics<\/b><span style=\"font-weight: 400;\"> is the slowest route to victory. <\/span><b>Tactics without strategy<\/b><span style=\"font-weight: 400;\"> is the noise before defeat.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With an effective strategy in place, it won\u2019t just provide a framework for testing \u2013 it\u2019ll allow you to test deep-seated assumptions in your organization.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And by doing that, you\u2019ll be giving your organization a significant competitive advantage. While most companies are stuck testing granular changes to their websites, you\u2019ll be testing changes that can radically shift your ability to acquire, convert and monetise traffic.<\/span><\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t                            <div data-target=\"post-newsletter-anchor\" data-device=\"mobile\"><\/div>\n                        \t\t\t\t\t\n\t\t\t\t<\/ul>\n\t\t\t<\/div>\n\n\t\t\t<aside class=\"post-content__sidebar post-content__sidebar--form\">\n\t\t\t\t<div class=\"sticky-newsletter\" data-target=\"post-newsletter-anchor\" data-device=\"desktop\">\n                \t<div class=\"post-newsletter\" data-target=\"post-newsletter\">\n    <h4 class=\"post-newsletter__title\">Real-world growth experiments. In your inbox. Every week. <\/h4>\n            <div class=\"post-newsletter__form post-newsletter__form--world kam-world\">\n        <script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script> <script>   hbspt.forms.create({     region: \"na1\",     portalId: \"9358319\",     formId: \"4e927e03-4f90-466a-8646-7f94947f860c\"   }); <\/script>\n    <\/div>\n            <div class=\"post-newsletter__form post-newsletter__form--uk-us kam-uk-us\">\n            <script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script><script>hbspt.forms.create({ region: \"na1\", portalId: \"9358319\", formId: \"03e799e7-ee63-4857-9182-cb3a687dba40\" });<\/script>\n        <\/div>\n        <div class=\"post-newsletter__terms\"><p>Join 5,000+ optimizers who subscribe to our content<\/p>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n            <\/aside>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":19,"featured_media":854,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[29],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Strategic testing: How to approach CRO for long-term profits and customer success | Conversion<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/conversion.com\/blog\/strategic-testing-how-to-approach-cro-for-long-term-profits-and-customer-success\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Strategic testing: How to approach 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