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ReplayApril 3, 202366 minutesNick Schaperkotter

How to create an experiment-driven CRO strategy

Stop guessing why conversions drop. Learn how to build an experiment-driven CRO strategy that turns benchmark insights into measurable results.

About this masterclass

Many organizations are stuck between having data and actually improving their conversions. In this webinar, WUA and Yellowgrape share a practical approach to move from benchmark research to measurable results.

Chapters

6

Key Takeaways

  • Benchmark your complete customer journey, not just your own website funnel
  • Always test before implementing to ensure only winning variants are deployed
  • Use qualitative feedback from surveys to formulate hypotheses for A/B-tests
  • Assign clear responsibilities to teams without micromanagement
  • Break down large recommendations into small, manageable action items for quick wins
  • Prioritize based on impact and feasibility, not personal preference
  • Schedule structured progress reviews instead of one-time evaluations
  • Use exit-intent surveys to identify specific pain points in the customer journey

Why benchmarking is essential

Your own Google Analytics only tells half the story. Consumers don't just compare you with direct competitors, but bring expectations from all online experiences they've had. By benchmarking the complete customer journey, you discover why customers do or don't choose you.

The difference between data-driven and experiment-driven

Data-driven organizations make decisions based on research and analytics. Experiment-driven organizations go one step further: they first test what the impact is before implementing anything. The result? You only implement winning variants and don't waste valuable development resources on changes that don't work.

The 6-step plan to concrete action

  1. Assign responsibilities - Make clear who does what, without micromanagement
  2. Break down recommendations - Split large take-outs into manageable action points
  3. Prioritize - Focus on impact and feasibility
  4. Just start - Perfection is the enemy of progress
  5. Monitor progress - Plan structural evaluation moments
  6. Create momentum - Small successes lead to organization-wide adoption

The Delta Fiber case shows this process in action: from an exit-intent survey that identified uncertainty about fiber versus cable, to an A/B test that removed this uncertainty and resulted in 10% more conversions.

Speaker

NS

Nick Schaperkotter

Yellowgrape

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