Elevate Conversion Rate Optimization (CRO) from tactical to strategic by treating it like a measurement system. A high volume of tests, viewed in context with one another, provides a detailed, high-fidelity understanding of user behavior, much like a 3D scan requires numerous data points for accuracy.

To scale a testing program effectively, empower distributed marketing teams to run their own experiments. Providing easy-to-use tools within a familiar platform (like Sitecore XM Cloud) democratizes the process, leveraging local and industry-specific knowledge while avoiding the bottleneck of a central CRO team.

Effective CRO research goes beyond analytics. It requires gathering data across two spectrums: quantitative (what's happening) vs. qualitative (why it's happening), and behavioral (user actions) vs. perceptive (user thoughts/feelings). This dual-spectrum approach provides a complete picture for informed decision-making.

Focusing on successful conversions misses the much larger story. Digging into the reasons for the 85% of rejected leads uncovers systemic issues in targeting, messaging, sales process, and data hygiene, offering a far greater opportunity for funnel improvement than simply optimizing wins.

Foster a culture of experimentation by reframing failure. A test where the hypothesis is disproven is just as valuable as a 'win' because it provides crucial user insights. The program's success should be measured by the quantity of quality tests run, not the percentage of successful hypotheses.

Don't attempt traditional A/B testing on a low-traffic website; the results will be statistically invalid. Instead, use qualitative user testing methods like preference tests. This approach provides directional data to guide decisions, which is far more reliable than guesswork or a flawed A/B test.

Instead of only testing minor changes on a finished product, like button color, use A/B testing early in the development process. This allows you to validate broad behavioral science principles, such as social proof, for your specific challenge before committing to a full build.

To get company-wide buy-in for CRO, focus reporting on program-level metrics, not just individual test results. Share high-level insights like win/loss rates and cross-departmental impact in quarterly reviews. This frames CRO as a strategic business function, not just a series of tactical marketing experiments.

A former Optimizely CMO argues that most B2B companies lack the conversion volume to achieve statistical significance on website A/B tests. Teams waste months on inconclusive experiments for marginal gains instead of focusing on bigger strategic bets that actually move the needle.