Strategically planning your tests, or Conversion rate optimisation (CRO), in relatively simple language by Lindsay Wagner
Every marketer has been there. You’ve just gotten back from the conference or read an inspiring ebook on A/B testing, and you’re pumped to start your own testing strategy. And then three people need all of their emails to go out immediately, and testing goes out the door with your sanity. We all know that tweaks in our email marketing campaigns can pay off with big returns, but it’s hard to find the time to actually do it well. However, it won’t take as much time as you think if you utilise existing tools and put a bit of thought into your testing strategy.
Conversion rate optimisation (CRO) is the technical term for strategically planning your tests. It’s the active process of defining the metric you’re trying to optimise, creating several hypotheses about what tweaks in your campaigns may increase your conversion rate, and measuring the effect of each hypothesis. It applies equally to email and landing pages, but I’ll limit the discussion here to email as much as possible.
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