You Can’t Afford Not to Invest in CRO Experimentation

Experimentation (or Conversion Rate Optimization, to be more specific) is one of the most powerful, yet underutilized, tools a marketer can use in today’s digital landscape.

We know there are brands that believe CRO is a strategy they can do without. But the truth is that if you’ve invested in a website, paid media, or any type of digital marketing, CRO is essential to protecting — or better yet, elevating — that investment.

It eliminates guesswork, systematically testing ideas and measuring results to provide a data-driven approach to decision-making, allowing you to make more informed decisions that reduce risk and drive success. What’s not to like?

If you’re not sold, here are three reasons why CRO experimentation should be a cornerstone of your digital marketing strategy.

1. Experimentation is the Exact Opposite of Risk

Companies make hundreds (or even thousands) of decisions per year when it comes to their website or key landing pages. How were these decisions made? Were they backed by data or measured post-implementation? Many decisions are made without data, and this lack of measurement is probably hurting your key Key Performance Indicators (KPIs).

Experimentation is the exact opposite of guesswork. By testing your ideas and measuring results, you can make informed decisions that reduce risk and drive success.

2. Better Understand Your Users’ Behavior

Experimentation is not just for decision-making and generating user insights. It can also be leveraged to improve your most important KPIs. Small, incremental changes can lead to significant improvements in performance. Think of it like you’re fine-tuning a musical instrument. Each adjustment brings you closer to perfect harmony.

Whether it’s increasing your conversion rates, reducing bounce rates, or improving user engagement, experimentation can help you achieve those big wins.

3. Incremental Changes Leading to Big Wins

Experimentation is not just for decision-making and generating user insights. It can also be leveraged to improve your most important KPIs. Small, incremental changes can lead to significant improvements in performance. Think of it like you’re fine-tuning a musical instrument. Each adjustment brings you closer to perfect harmony.
Whether it’s increasing your conversion rates, reducing bounce rates, or improving user engagement, experimentation can help you achieve those big wins.

Incorporating CRO Into Your Digital Marketing Strategy

Once you’re sold on the benefits of CRO, then what? Well, it’s a process-driven process.

Here are the simple steps of that process: 

1. Establish Baseline Metrics: Collect accurate data on your current performance, such as conversion rates, bounce rates, and user engagement metrics. This will provide a benchmark against which you can measure the impact of your experiments.
2. Identify Key Areas for Improvement: Use analytics and user feedback to pinpoint where your site may be falling short. Look for high-exit pages, forms with low submission rates, or any other areas where user behavior suggests potential improvements.
3. Develop Hypotheses: Based on your findings, create testable hypotheses about how you can improve conversion rates.
4. Conduct A/B Tests: Use split testing to compare different versions of your site or specific elements. This involves showing different versions to different segments of your audience simultaneously and measuring which one performs better.
5. Analyze Results: Carefully review the data from your experiments to determine which changes had the most significant impact. Use statistical analysis to ensure that the results are reliable and not due to random chance.
6. Implement Winning Changes: Roll out the most successful optimizations across your site, while continuing to monitor their performance over time.
7. Repeat the Process: Continue to test and refine your digital presence to keep up with changing user behaviors and market trends. Regular experimentation will help you stay ahead of the competition and continuously improve your site’s performance.

By following these steps, you can incorporate CRO into your digital marketing strategy effectively, ensuring that you are constantly improving and maximizing your conversion rates.

The Bottom Line: CRO Protects Your Bottom Line

Investing in CRO experimentation is not only a smart move, but a necessary one. With the potential to make data-driven decisions, understand user behavior, and achieve significant KPI improvements, CRO is a strategy you can’t afford to overlook. Embrace the power of experimentation and let data-driven insights guide you to new heights.

If you’re ready to take the plunge into the world of experimentation, let’s chat.