01.
Introduction
CRO testing is the business end of all the hard work completed in the previous steps. Essentially where ideas/hypotheses come to life so you can see what really drives better results. After identifying opportunities through data analysis and shaping them into clear hypotheses, testing provides the proof. It’s the practical step that moves from “we think this might work” to “we know this works.”
There are multiple ways that this can be achieved; either A/B testing, or pre and post testing. These different methods are when two versions of a page are shown to different users. By comparing performance, you can see whether the change that has been success or not.
CRO testing will not always be successful, this is one of the misconceptions. As each test has a clear hypothesis, the insights gained can be applied across the site, creating long-term value. Even when a test “fails,” it provides valuable learning about user behaviour. It highlights what routes for testing that shouldn’t be prioritised and where tangents for further testing can be created.
Ultimately, CRO testing closes the loop between analysis and action. It validates decisions, reduces risk, and ensures that every optimisation effort is both strategic and effective. This structure allows for consistent growth in engagement and an overall better user experience.
Undertaking CRO testing means that you’re serious about improving engagement and user understanding. Continually testing, even with unsuccessful test will provide great results in the long run.
02.
CRO Testing Deliverables
A/B and Multi-variant Testing
Our CRO Testing service uses the documents which have been generated in the hypothesis building phase. This service supports the team bringing these tests to life, this looks after the reporting part of the tests, ensuring that these preserve as much SEO optimisation as possible.
The deliverables include a detailed reporting document that outlines the results of your tests, highlighting what worked, what didn’t and where further improvements are needed. One key area to the reporting is not to exclude or downplay what has not worked. Included in the document are set of next steps and iterations. This will provide a clear, actionable roadmap to continue driving growth. By combining quantitative data with user insights, the reporting provides context behind the numbers, so decisions are informed and practical.
The benefits are a clear framework and prioritised actions, your business can continuously optimise performance and achieve measurable gains over time. CRO testing takes the uncertainty out of growth and replaces it with proven results.
03.
Common CRO Testing Questions
Usually in an A/B test there will be specific tags that will need to be dropped onto the website, this is usually completed with Google Tag Manager. However, if these are already deployed then we do not need access to that. We will need access to the testing platform that you are using, this will allow for us to help setup the tests and to continually monitor the performance of the test.
In a perfect world, CRO testing should not stop. There are so many opportunities to improve the user engagement and conversion rate that the insights should keep pouring in. We however do not live in that perfect world, it really comes down to capacity and desire to test. We can take that part of the reporting off you and the team, keeping you across the tests and the results. It allows you to focus on other areas and we can essentially work as part of your team.
The timing is wholly dependant on how much data we can get to get to statistical significance. We never want to rush through the testing process, we will share testing updates and progress updates on what is working. Often when completing A/B test we will limit the amount of users that are being included in the test, this is usually to scale the results and not to disrupt the user too quickly.
04.
Our Client Experience
Discover the diverse range of clients who trust us to drive their success, from ambitious startups to established enterprises, across a variety of industries and sectors.
05.
Let’s talk about your business
Ready to find your One Percents and start making a change to your business? Whether you’re looking for expert advice, a custom strategy, or just want to explore how we can help, we’d love to hear from you.