Chirp of the Week

Every organization makes thousands and thousands of decisions in a year.

There's a variety of ways that's done depending on an org's culture, which is on a sliding spectrum starting with guesswork on one side and ending with data and methodology on the other.

If an org is data-driven, CRO is (or should be) in their list of ongoing initiatives. (Please, let's end spaghetti decision-making.)

If it is, it should include user research and testing.

With that said, many teams skip one or both of these.

The image has an example of what that cadence often looks like.

If research is missing, the test to validate a given hypothesis likely isn't founded on anything legitimate.

If testing is missing, likely no one has a clue about how the change they made ended up performing.

If both are missing, you're not even close to being on the data-driven end of the spectrum.

Granted, traditional CRO isn't for everything in a business...BUT I guarantee it can be applied in a lot more ways than most people think.

In my head, I often think about CRO in broader business terms and just reframe it as simply "business optimization."

“Encourage Innovation & Secure Buy-In with a Balanced Portfolio of Experiments”

Trina Moitra from Convert.com put together a VERY extensive writing piece to help with the following common CRO issues:

"You used to see big lift numbers in the early days. But now, most tests 'lose'.

The HiPPO feels their professional experience can do so much better!

You heard whispers of the CMO cutting your budget and allocating it to PPC.

You were supposed to hit a $1.5M in revenue increase, but that number was well short of your enthusiastic and proud projections."

Topics cover a huge spectrum of topics with potential solutions such as test metrics, company culture, measurement, test types, roadmapping, and stats.

There are tons of images, videos, quotes, LinkedIn posts, and more.

She included input from 18 industry professionals! 🙌

I shared insights on how to use pre-test calculations, prioritization, and resource allocation to pick valuable tests. I harp on these things constantly.

Some of the other contributors include Craig Sullivan, Jakub Linowski, Jeremy Epperson, John Ostrowski, Jonny Longden, Kelly Anne Wortham, and Steph Le Prevost.

This piece is worth carving out time to read.

Want to chat more? Email me at [email protected].