After mastering the basics of experimentation and seeing initial successes, the next step is to embed this way of working into the very DNA of your organization. The goal isn't just to run a test now and then, but to foster a continuous cycle of improvement. Here's how to scale up and make experimentation an integral part of your growth strategy.
The sections we’ve covered previously were not just stand-alone elements. They collectively form a systematic loop that can be repeated for continuous growth. Here's a refresher:
Research: All starts with understanding user behavior, analytics, and market trends. This phase is about gathering rich insights to feed into your hypotheses.
Hypothesis: Stemming from your research, you craft informed predictions about potential changes and their outcomes.
Prioritize: Given that you can't test everything at once, you rank and order your hypotheses using models like ICE, ensuring you're focusing on the most promising areas.
Test: With your prioritized list, you move into the action phase, designing and conducting your experiments.
Learn: Post-test, you interpret the results, not just in terms of success or failure but to uncover deeper insights about user behavior. This understanding then feeds right back into the research phase, completing the loop.
By understanding that the steps detailed in the previous chapters form this loop, it's evident that CRO is not a one-and-done deal. It's an iterative process where each cycle builds upon the last.
Taking a structured approach to experimentation isn't just about the tests themselves. The manner in which you organize your team, plan sprints, and structure meetings plays a pivotal role in the efficiency and effectiveness of your CRO efforts.
Sprints for CRO
Borrowing from agile methodologies, implementing sprints in your experimentation loop can increase focus and agility.
Duration: A typical sprint might last two weeks, but depending on the tests' nature, you might adjust this. Remember, some tests, especially for low traffic sites, might need longer durations to achieve significance. Goals: Each sprint should have a clear objective. Maybe it's testing a specific set of hypotheses or focusing on a particular website area. Setting specific goals ensures alignment and purpose.
Meeting Cadence
Kickoff Meetings: At the start of each sprint, gather your team to discuss the sprint's objectives, the hypotheses you'll test, and any logistical concerns. Check-in Meetings: Mid-sprint check-ins are essential to address any hitches, recalibrate if necessary, and ensure everyone is on track. Review Meetings: At the sprint's end, review the results, discuss learnings, and prepare for the next cycle.
Maintaining the Right Pace