cro strategy

Discuss & agree up to three core business goals to guide the strategy

Provision of any existing marketing / buyer personas, industry or user research that could enhance the strategy

Establish whether the analytical set-up is sufficient to
draw meaningful conclusions on current performance

Provide & implement recommendations for the widening and / or deepening of existing data to inform current site performance

Provide detailed analysis of the performance of the current site
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Identify areas of strong & weak performance to create data-led basis for later analysis

Present an overview of audience types based on quantitative & qualitative data alongside any existing audience information provided

Isolate key visitor types based on onsite-identifiable criteria to focus later sections
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Provide overviews of primary drivers & primary needs for those visitors
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Assign one of the agreed business goals for each visitor type that matches their primary need most closely

Visually & graphically map the flow of traffic through the site, identifying pages as well as the navigation method

If necessary, break down large Conversion Flows into discrete sub-flows to aid analysis & create focus

Identify where flow(s) are creating barriers to conversion

Isolate the key messages that are being delivered to visitors along each step of the Conversion Flow

Identify where those narratives are creating barriers to conversion

Recommendations are changes to the site that should be made without running a test

These are used to correct any fundamental issues with the Conversion Flow or Narrative
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They are usually changes that can be made more quickly & with limited investment

Test ideas are changes that should be tested against the existing site experience (or Control)
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These ideas often represent larger-scale changes or hypotheses that need to be proven with data before a firm recommendation can be given