By: Michaela Aguilar, Senior Personalisation Consultant, Catchi
Many years ago when I entered the workforce, digital was in its infancy. Nobody owned a mobile phone. You couldn’t google things, because Google didn't exist. You were a ‘somebody’ if you knew how to switch on a PC or knew how a word processor works.
Skip ahead 30 years and how things have changed!
The learning curve for people working in digital gets steeper on a daily basis. We are dealing with a myriad of acronyms and methodologies and are expected to create and understand digital strategy that can be applied to a highly complex tech stack.
Around 2010, businesses started to seriously think about how to make the most out of (expensively acquired) traffic landing on their site. The focus shifted from acquisition to reducing high bounce rates and increasing conversions and gave way to the increasing popularity of conversion rate optimisation (CRO) and personalisation.
The practice has only become a ‘must have’ in the last few years, but already we can identify the top three requirements to creating successful CRO programs and foster a culture of testing:
1. Governance model
To make CRO a successful and ongoing activity, it is necessary to create rules and processes that apply to the team and to the activity. Without governance, it is impossible to reach test velocity and scalability. Having a governance model ensures that the business takes the activity serious.
2. Program sponsor
CRO programs that are supported by an executive sponsor are the most successful ones. The program sponsor doesn’t have to be an expert but should understand the basics of CRO and why it is so important and should talk about your success on a senior level. This will ensure your CRO activity is on the radar and considered when it comes to budgeting and resource planning.
3. Test ideas and pipeline management
Commonly when a program is started there are plenty of ideas and hypothesis that can be tested. However, as time goes on it becomes harder to come up with great test ideas. It’s important to create a test pipeline that is properly structured and always full with tests that can be built and deployed.
Skilled CRO professionals in demand
As the practice is still growing in popularity, there is an increased demand for skilled CRO professionals. There is a definite shortage of qualified Optimisation Managers in the market who have the knowledge or ability to set up long term CRO activity.
To combat this shortage, ADMA and Catchi have developed the first CRO Certificate course in Australia.
Based on nearly 10 years of experience in CRO and Personalisation, the course provides a unique opportunity to learn the ropes from experienced practitioners and find a highly sought after role as Optimisation Manager.
Learn more about developing successful CRO programs and start your career as an Optimisation Manager now.