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Despite there being variations due to different verticals, planning methodologies & implementation techniques which impact the dynamics of CRO, there remain a few key principles which will always be true.

1) Testing Small – Don’t bother if a test is too small or small. There is no rule which says all tests have to be path-breaking.

Didn’t we learn somewhere many small wins and losses lead to learnings which are responsible for big wins?

It’s something equivalent to what calculated risk takers do in trading or gambling – small bets, can quickly give you modest return with little investment and will only lead to a smaller loss if the bet didn’t work out. Small tests also helps you to run more number of tests when compared to doing one big test which can have a large negative impact.

2) Testing with an objective – enhance your learning – Its very important to have a the right objective to test, it cannot be a knee-jerk reaction which you decide to do one day suddenly. Why objective ? Because an objective follows reason and that means you are trying to find something which will lead to a decision. You won’t know what your trying to achieve or solve in the first place if there is no objective. Makes sense isn’t it ? It can be as small as improving CTR, Ad Position or lowering the CPL.

Documenting each such small / average / large test no matter if it was successful or had some failure will help you gather knowledge & which you can share or pass on to others.

3) Examine the end result – It’s easy to invest your time in the process of testing & juggling data to spot the issue area, but it’s more important to examine the end product. No matter how well you have optimised, always look at the numbers that you arrived at after the test.

4) Continue Testing – We should always keep testing or re-testing to keep innovating. You might feel that why run a test again if you ran one last month, let’s wait for few more days before we try something else, this is fine if you run out of objectives but that really might never be the case. Many tests will fail, but the learning you gain will always pay off in the long run. Without consistent testing, you could miss out on opportunities, potential leads and revenue. Leads that would not require anything but a few small tests.

The CRO process is an ongoing one and the more one experiments the better the chances of beating the competition and getting better ROI.