By mbretous@hubspot.com (Martina Bretous)

Looking for a way to supercharge your marketing campaigns and boost conversions? Well, then it’s time to start running a conversion rate optimization test.

It’s an incredibly powerful toolset that can help marketers unlock valuable insights from user behavior – and significantly optimize their campaigns in the process.

In this blog post, we’ll explain what a CRO test is and the steps to run them for maximum impact.

CRO tests involve adding, re-arranging, and redesigning elements on your website. They can focus on optimizing the copy, design, or placement of your CTAs, or the length of your headlines, among other elements.

When done right, a CRO test will help you identify where to make improvements and maximize the return on your investment.

At worst, this test will serve as a gut check to ensure your current path is optimized and at the best, it will unlock new opportunities.

How to Perform CRO Tests

1. Research.

One step marketers often miss before running a CRO test is research, jumping straight from the idea to the test itself.

Once you have an idea for a test, you’ll first need to validate it through research. This can be both internal – reviewing past experiments, user research data, and analytics insights – and external by reviewing your competitors’ strategies.

The goal is to discover what has resonated with your audience in the past and if your suggested test aligns with that.

2. Design your experiment.

While you’re in the planning stage, it’s helpful to write an experiment doc.

It should include:

• Your objective – What do you aim to achieve with this CRO test?
• Your hypothesis – What do you anticipate will happen with this test? Be as specific as possible by stating the current state, what you want to test, the metric you’re measuring, and your anticipated outcome.
• Your design – This is where all the details of your experiment will live, such as:
  • The type of test it is (E.g. A/B, A/B/n, multivariate)
  • The pages on which the test will run
  • The control and variant groups
  • Duration Estimation
  • Primary and secondary metrics
  • Predicted impact
  • Special considerations.
• Results – Once your test is complete, you can drop details of its performance in the document.

This document will serve as your source of truth for your CRO test and keep stakeholders in the know. Plus, you can reference it for future CRO tests.

3. Design your variants and build the test.

Now that you have all your ducks in a row, you can get started with building your experiment.

This step will likely take the most time as it will likely require cross-collaboration between your team, designers, and developers.

Timeline-wise, it can look something like this:

1. Work with designers to develop the look …read more

   Source:: HubSpot Blog

         

   

   Author: Aaron