Conversion Rate Optimisation (CRO) Proof of Value (POC/POV) using Visual Website Optimizer and determine Return on Investment (ROI)
Objective
Lead a strategic proof of value (POV) initiative to evaluate and quantify the potential business impact of implementing a conversion rate optimisation (CRO) program. The project involved comprehensive ROI analysis and development of an implementation roadmap for establishing a sustainable CRO practice.
Approach
- Creation of technical solution designs
- Run proof of concepts/proof of value
- Stakeholder management and consensus for solutions
- Gain solutions endorsement with governance groups
- Run continuous improvement workflow
- Run business review/return on investment sessions
Outcome
Successfully delivered a comprehensive CRO proof of value that demonstrated significant potential for improving conversion rates and ROI:
- Conducted A/B testing using Visual Website Optimizer across key customer journey touchpoints, identifying multiple optimization opportunities
- Achieved an improvement in conversion rates during test scenarios on selected pages
- Developed detailed ROI analysis showing potential annual revenue increase based on test results
- Created implementation roadmap for full-scale CRO program including resource requirements, technology stack, and process workflows
- Secured stakeholder buy-in and executive approval for program expansion based on POV results
The proof of value successfully validated the business case for CRO investment. It provided a clear path for establishing an ongoing optimisation practice within the organisation, which led to approved funding for full-scale implementation.
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