When starting a Conversion Rate Optimization (CRO) campaign, it’s easy to want to test as many ideas as you can think of. The idea of increasing your conversions, leads, and revenue, all prove to be an enticing endeavour and most want to jump right in. We can’t blame the excitement, we get excited, too! But it’s important to categorize and prioritize your potential testing ideas into a list that targets your focus and gets your team rowing in the same direction when it comes to CRO.
Our suggestion is to create a list of three categorizes once your information and data has been collected for potential CRO test opportunities. These categorizes will help you quickly identify what tests should be considered higher priority, and what tests should be considered a “down the road” or long term strategy.
Make a list with your team that is categorically broken down as:
- “Must Haves”
- “Up at Bat”
- “Maybe Laters”
Contained in each of these list items will be another list of tests and ideas that you and your team can categorize based on level of importance and impact, and work your way down. It’s important to know what tests and ideas will bring the most value, and for your team to be on the same page and in agreeance when it comes to what tests are priority. Failure to do so can lead to miscommunication, stretching of resources, and worse, a lowered conversion rate and a lack of faith in CRO as a service.
What Are The “Must Haves”?
“Must have” tests are the highest priority test opportunities for your website. These tests and ideas will be based on their ability to directly affect the conversion rate of your website and are backed by data and user feedback.
These will generally have the highest impact on your website due to the nature of the test.
What Are The “Up At Bats”?
“Up at bat” tests are tests that indirectly affect your conversion rate and are considered more of a medium priority. These tests, while still being backed by data and user feedback, are considered areas of opportunities that will have an impact but are not as immediate as the “must have” tests.
These tests are great to have waiting in the wings for the moment you have completed your “must have” tests.
What Are The “Nice To Haves”?
“Nice to have” tests should be considered tests that are more experimental. There’s really no data or feedback to back up the test or need for it, but it’s of interest to the team or company to try out and see how it works. The goal with these is not to discourage them or forget them, but try them when other medium to high priority tests are complete.