Conversion rate optimization | CRO

learn more about our CRO process

"First, solve the problem. Then, write the code."

- John Johnson

The fundamental question that our conversion rate optimization process centers on is:


What is the purpose of your website?

Generate more sales?  Educate existing customers? Capture potential leads? 


Once we understand the purpose, we work backwards to map out the exact journey your user goes through to convert.  This is called “conversion path mapping.”  From there, we use the conversion path map to determine the specific KPIs (key performance indicators) that will improve conversion.  Each test we run is in an effort to improve a predetermined KPI.


Conversion Rate Optimization (CRO) Phases

Phase 1 – Strategic Alignment Kickoff

  1. Align on website purpose
  2. Establish KPIs
  3. Create backlog

Phase 2 – Infrastructure Setup

  1. Tool installation and configuration

Phase 3 – Conversion Path Mapping

Phase 4 – PIE Analysis

  1. Potential – potential to influence business positively from client’s perspective
  2. Impact – ability to impact online infrastructure and KPI
  3. Ease – ease of building, implementation, testing

Phase 5* – Sprint

*Phase 5 will repeat as needed


Sprint Process

  1. Research & Data Analysis
  2. Planning
    1. Scope
    2. Sprint Timeline
    3. Hypothesis Formation
  3. Building
    1. UX
    2. Design
    3. Programming
    4. Copywriting
  4. QA Testing
    1. Cross Device
    2. Cross Browser
    3. Cross OS
  5. Go Live
  6. Strategic Observation
    1. Cadence mapped in planning
    2. Data Analysis
    3. Chi Squared
    4. Statistical Significance Threshold
  7. Stop Decision
    1. Final Implementation
    2. Implementation Brief