Running CRO Experiments

Hypothesis: We believe changing the CTA button from "Learn More" to "Get Free Demo" 
for enterprise prospects will achieve 15% conversion lift because it's more specific 
and action-oriented for decision-makers seeking tangible value.

Priority Score: Impact (8) × Confidence (7) × Ease (9) = 504/1000
Test Duration: 2 weeks minimum for 95% confidence with 5,000+ visitors per variant

1. Data Analysis & Research Phase

Progress:

• Analyze current funnel metrics (Google Analytics + heatmaps)
• Identify conversion bottlenecks and drop-off points
• Review user session recordings for friction points
• Gather qualitative feedback (surveys, sales team insights)
• Audit competitor landing pages for industry benchmarks

2. Hypothesis Generation

For each landing page redesign, create exactly 3 testable hypotheses using:

CRO-DESIGN Framework:

We believe changing [specific element] 
for [target audience segment] 
will achieve [quantified metric improvement] 
because [behavioral/psychological rationale]

3. Test Prioritization

Score each hypothesis: Impact × Confidence × Ease (1-10 scale each)

• Impact: Potential conversion lift based on traffic volume to that element
• Confidence: Strength of supporting data/research
• Ease: Implementation complexity and resource requirements

Priority threshold: Score >300 gets tested first.

4. Statistical Planning

• Significance Level: 95% confidence minimum
• Sample Size: Calculate using baseline conversion rate + desired lift
• Test Duration: Run until significance achieved OR 4 weeks maximum
• Traffic Split: 50/50 for A/B tests, equal splits for multivariate

5. Test Implementation

Progress:

• Set up tracking pixels for micro-conversions
• Configure A/B testing tool (Optimizely/VWO)
• QA test variants across devices/browsers
• Document test parameters in CRO backlog
• Launch with 24-hour monitoring

6. Results Analysis & Implementation

Progress:

• Wait for statistical significance before calling results
• Analyze segment performance (traffic source, device, etc.)
• Document insights in CRO knowledge base
• Implement winning variant permanently
• Plan follow-up tests based on learnings

Example 1: Hero Section Test Input: B2B SaaS landing page with 2.3% conversion rate Hypothesis: "We believe changing the hero headline from 'Streamline Your Workflow' to 'Cut Project Delivery Time by 40%' for project managers will achieve 25% conversion lift because specific time savings resonate more than vague benefits." Output: 18% actual lift, 96% confidence after 2,200 visitors per variant

Example 2: Form Optimization Input: Lead gen form with 12% completion rate Hypothesis: "We believe reducing form fields from 8 to 4 for first-time visitors will achieve 30% completion lift because shorter forms reduce perceived friction for unknown brands." Output: 31% completion rate improvement, implemented as winner

Example 3: Social Proof Test Input: Enterprise landing page lacking credibility signals
Hypothesis: "We believe adding customer logo bar above the fold for mid-market prospects will achieve 20% conversion lift because social proof reduces perceived risk for B2B buyers." Output: 14% lift (not significant), but 28% lift for mid-market segment specifically