Your ROI is only as strong as your ideas.
Good ideas are the foundation of any CRO program. You can have top-notch testing platforms, sophisticated reporting, omnichannel personalization strategies…but if you don’t have truly insightful ideas to power them, your results will be lackluster.
One of the things we’ve learned, working with over 600 clients and running tests on 17 billion visitors, is that good ideas can come from anyone. Often, a new critical eye or a fresh perspective can be the breath of fresh air a CRO campaign needs.
That’s why getting everyone in your company – yes, everyone – brainstorming can be an effective way to increase CRO performance. Educating your colleagues about why they should care about conversion rate optimization (‘CRO evangelization’) is also important. After all, our commissioned study by Forrester Consulting found that firms that had a true ‘center of excellence’ team, (which, among other things, espoused best practices surrounding CRO), experienced better results from their campaigns.
To this end, here are a few real-life examples we’ve seen our clients use to get everyone in their workplace thinking in a ‘CRO mindset.’
Hang up your home page
Sometimes, it helps to see your digital assets in a different context. If there’s a particular page your CRO or digital team is questioning, try blowing it up, printing it out (probably from a professional printer), and hanging it somewhere visible to everyone. Provide post-it notes nearby, and encourage everyone to leave feedback, using the sticky notes to pinpoint a particular area of concern. Make sure you factor in a time and process to review the ideas and change the page every month or quarter.
Variety is the spice of life, and getting a representative or two from each department in a room to brainstorm is a great way to diversify your test ideas. A salesperson will have a different outlook, needs, and pain points than a marketer, graphic designer, or web developer. Making the ‘CRO committee’ a recurring event, where all members can see how their ideas are implemented and the results they provide, can have a hugely positive impact on how conversion rate optimization is perceived.
An oldie but a goodie. A simple shoe box where anyone can (anonymously) submit ideas is a good way to get input from people that might not want to voice their opinion in a public setting, or in a signed email. They might feel a suggestion to change a design would rub their graphic design colleagues the wrong way, or a change to a landing page would be an insult to their marketing team. A discrete idea box might be the right way to collect feedback and ideas if there’s a lot of tension or competition in your workplace.
This one takes us back to high school, except instead of voting for ‘best hair’ and ‘most likely to get into Harvard,’ the awards are things like ‘implemented the most CRO tests’ or ‘had the idea for the campaign with the highest ROI.’ This approach might work well if your company has opted for a gamification strategy. If your workplace culture allows you to be a bit fun, you can get creative with prizes, awards and internal communication about the ‘winner’ – just make sure you don’t create any unnecessary jealousy!
Internal CRO newsletter
A monthly newsletter that explains the most recent and upcoming CRO campaigns running on your site (or app) – including results – is one of the ways to evangelize the importance of conversion rate optimization. It will also ensure employees aren’t shocked to see a change on the home page or similar! It gets everyone involved, holds the CRO team accountable, but also is an excellent way to publicize positive results. Ask people to ‘respond to this email with your ideas’!