There's Always Room for Improvement

Blog / 16 Dec 2015

Tags: CRO / Maturity Model / Optimisation

At RedEye, we are sometimes asked by clients how long, on average, a Conversion Rate Optimisation (CRO) programme needs to run before a site is fully optimised. The answer of course, is that there is no such thing as a fully optimised site because there is always room for improvement – that’s the exciting thing about CRO, it’s a continuous process of enhancement.

To better illustrate this, RedEye has developed a simple ‘CRO Maturity Model’.  The model demonstrates how the process of CRO is built upon, across three key stages. Each stage is underpinned by an understanding of the importance of always delivering excellent user experiences and the expertise to make this a reality.

In addition, the model exemplifies how organisations that are fully committed to CRO will not only benefit from the continuous improvement in their website performance, but from the ability of the CRO process to help evolve the kinds of innovative, cutting edge sites that are known for raising the bar and breaking new ground. This is something that can have a hugely positive impact on a company’s brand image as well as their sales.

The three stages of CRO

  1. Correction

The first stage kicks off the CRO programme using one-to-one usability testing, an expert usability review or both, which will lead to the identification of a website’s key user experience shortcomings. Based on the findings, a programme of critical fixes plus a series of A/B/n tests is then proposed and implemented. The initial usability testing will also, typically, deliver broader qualitative insights into key areas such as brand perceptions or impact of content.  

2. Enhancement

The next stage represents an on-going programme of site enhancement through A/B/n testing that draws increasingly on all sources of customer behavioural data. It also draws on RedEye’s extensive experience of CRO techniques across multiple sectors, interfaces and devices and on the evolution of best practice in website user experience design. At this stage sophisticated persuasion and website personalisation techniques come progressively more into play.

3. Innovation

Stages two and three are not mutually exclusive but Stage three - the innovation stage - is focused specifically on breaking new ground. It leverages RedEye’s in-depth knowledge of the digital landscape and the multi-disciplinary experience of the team. This knowledge and experience allows for the development of new concepts and approaches that have an even stronger focus on website personalisation.  It is the phase where relevant brands can really start to build their online ‘innovator’ reputations as well as online conversions.