{"id":10509,"date":"2025-05-02T12:49:25","date_gmt":"2025-05-02T11:49:25","guid":{"rendered":"https:\/\/www.leadforensics.com\/?p=10509"},"modified":"2025-10-27T15:50:33","modified_gmt":"2025-10-27T14:50:33","slug":"how-to-plan-your-first-cro-test","status":"publish","type":"post","link":"https:\/\/www.leadforensics.com\/blog\/cro\/how-to-plan-your-first-cro-test\/","title":{"rendered":"How To Plan Your First CRO Test"},"content":{"rendered":"<h2>Define Your Goals and KPIs<\/h2>\n<p>The very first thing you need to agree on is what the goals are for your CRO test, and how they\u2019ll be measured.<\/p>\n<p>Setting specific goals will clarify what you should focus on and remind you of what you\u2019re trying to achieve. These can be as big or niche as you want.<\/p>\n<p>These goals often look like:<\/p>\n<ul>\n<li>Increasing the number of leads by getting more form completions, demo requests or contact enquiries.<\/li>\n<li>Better user engagement by encouraging more content downloads, longer duration times or reduced bounce rates.<\/li>\n<li>More conversions from specific landing pages by influencing people to click buttons or share their details.<\/li>\n<\/ul>\n<p>The important thing is that your goals support broader business objectives and are relevant to your audience.<\/p>\n<p>You also need to make sure you know how to measure this metric &#8211; so you know if you have a <a href=\"https:\/\/www.leadforensics.com\/blog\/cro\/what-is-a-good-conversion-rate-for-b2b-websites\/\">good conversion rate<\/a> or not &#8211;\u00a0and that your <a href=\"https:\/\/www.leadforensics.com\/blog\/everything-you-need-to-know-about-web-analytics\/\">website analytics<\/a> tool is set up to do this. With GA4, for example, the out-of-the-box predefined events are very basic, which means you\u2019ll need to define your own enhanced goals to track conversions more acutely.<\/p>\n<h3>Try The SMART Goals Framework<\/h3>\n<p>Whatever you choose, <a href=\"https:\/\/www.leadforensics.com\/blog\/how-to-set-smart-goals-for-your-content-marketing\/\">make sure your goals are SMART<\/a>. That means they need to be:<\/p>\n<ul>\n<li><strong>S<\/strong>pecific<\/li>\n<li><strong>M<\/strong>easurable<\/li>\n<li><strong>A<\/strong>chievable<\/li>\n<li><strong>R<\/strong>elevant<\/li>\n<li><strong>T<\/strong>ime-bound<\/li>\n<\/ul>\n<p>For example:<\/p>\n<p>The new CTA banner will increase clicks to the form page by 20% in two weeks.<\/p>\n<p>The new product copy will increase subscription purchases by 5% in one month.<\/p>\n<h2>Define Your Hypothesis<\/h2>\n<p>Just like the science experiments you ran at school, your CRO tests also need to have a hypothesis before you can do anything.<\/p>\n<p>It\u2019s important because it helps you consider what the impact of your changes will be and check you\u2019re tracking this properly.<\/p>\n<p>Your hypothesis needs to be clear, specific and testable. There\u2019s an easy formula you can use to help structure yours:<\/p>\n<p><em>Because we observed [x]<br \/>\n<\/em><em>we predict that by changing [x]<br \/>\n<\/em><em>we will improve [x].<br \/>\n<\/em><em>We will measure the impact by [x].<\/em><\/p>\n<p>For example:<\/p>\n<p><em>Because we observed <\/em>the click-through rate on our book a demo button was below average on the landing page<em>, we predict that by changing <\/em>how we communicate the features of our service<em>, we will improve <\/em>the number of demo bookings<em>. We will measure this by <\/em>looking at the number of button clicks and the number of visitors who get to the demo booking page<em>. <\/em><\/p>\n<p>When you do this, make sure your reporting allows you to measure the metric you\u2019ve focused on.<\/p>\n<h2>Define Your Test Type<\/h2>\n<p>There are two main types of website testing you can use for your CRO work:<\/p>\n<ul>\n<li><strong>A\/B testing<\/strong> will show half your traffic the original, control version and the other half will see the new experiment.<\/li>\n<li><strong>Multivariate testing<\/strong> allows you to compare multiple versions of pages across a bigger split of traffic. For example, you could keep 40% of your traffic on the control page but show 30% one version and 30% another version.<\/li>\n<\/ul>\n<p>For beginners, A\/B testing is the easiest to understand and work with.<\/p>\n<p>If you have a niche B2B website that doesn\u2019t get a high volume of traffic, you may also want to consider other ways to test your website changes. Alternative methods like beta testing to a small group of users, qualitative assessment of heatmaps or session recordings, and usability testing can give powerful insights.<\/p>\n<h2>Define How Your Test Will Run<\/h2>\n<p>You also need to think about the mechanics of your CRO test, including how long it will run for and what tools you\u2019ll use to try.<\/p>\n<p>You need to decide:<\/p>\n<ul>\n<li><strong>What CRO testing tool will you use?<\/strong> While it is possible to find free A\/B testing with <a href=\"https:\/\/vwo.com\/campaign\/get-started\/\">VWO<\/a>, or free trials with other A\/B testing tools, you\u2019ll most likely need to find some budget for the right testing tool.<\/li>\n<li><strong>How long will the experiment run for?<\/strong> You might decide to let the test run for a month, or you might have a high-traffic site, and you\u2019ll get enough data over two weeks.<\/li>\n<li><strong>When do the changes need to be live on your site?<\/strong> Don\u2019t forget to consider key events, like B2B conferences or upcoming webinars, which could influence your timeline.<\/li>\n<\/ul>\n<h2>Set Up Your Experiment<\/h2>\n<p>Thanks to all your thorough planning, the testing part should be relatively straightforward\u2014as long as you follow the right steps when setting up your experiment.<\/p>\n<p>No matter which testing tool you use, you\u2019ll most likely follow the same steps when setting up your experiment:<\/p>\n<ol>\n<li>Create a new experiment<\/li>\n<li>Define the experiment by specifying which URL(s) the test will run on<\/li>\n<li>Set up your variation(s) to test<\/li>\n<li>Configure your targeting and audience and decide how much traffic will go to each version of the page<\/li>\n<li>Select the goal(s) you want to measure<\/li>\n<li>Preview the test to make sure the versions display correctly<\/li>\n<li>Launch the experiment<\/li>\n<li>Achieve statistical significance of 95% or higher (the point at which you\u2019re confident the same results will be replicated on the website). If you have low traffic, you may need to consider how to send more visitors to the test or review your goal measurement.<\/li>\n<li>Stop the experiment and analyze the results.<\/li>\n<\/ol>\n<h2>Keep An Eye on Your CRO Test<\/h2>\n<p>Your CRO testing tool should allow you to log in and observe the latest results. Occasionally checking in on your experiment can be a clever way to see how the data changes as your sample grows and may give you an indication of what the result could be.<\/p>\n<p>Make sure you monitor the statistical significance of the experiment, too. This tells you how close you are to getting robust results that you can trust. Some tools will call it the p-value, in which case it needs to be under 0.05, while others will call it the confidence interval and it needs to be 95% or higher.<\/p>\n<p>Other things to check during your experiment include:<\/p>\n<ul>\n<li><strong>Traffic allocation<\/strong>. Is the test version being shown to people?<\/li>\n<li><strong>Traffic volume<\/strong>. Are enough people seeing the page? How long will it take to reach statistical significance at your current traffic levels?<\/li>\n<li><strong>Data collection<\/strong>. Does the tool show different results for each version?<\/li>\n<li><strong>User feedback<\/strong>. Has anyone reported problems with the pages you\u2019re testing?<\/li>\n<li><strong>Error reports<\/strong>. Has there been an increase in the number of website errors?<\/li>\n<\/ul>\n<h2>Check For Unforeseen Consequences<\/h2>\n<p>The nature of CRO experimentation is that you don\u2019t have control over what happens, and you may not have visibility of how the test is impacting behavior on pages outside of the experiment.<\/p>\n<p>That means there\u2019s always a chance you could negatively impact conversions on different pages, or further down the buying journey.<\/p>\n<p>To counter this risk, it\u2019s advisable to review your analytics data for the period of the test to check that there haven\u2019t been any negative impacts that you didn\u2019t anticipate.<\/p>\n<p>Refer to your sales funnel and user journey research and think of all the pages that the test visitors may have seen after viewing the new page. If these weren\u2019t included in your experiment, you should check that conversions performed as expected.<\/p>\n<p>If you see an unexplained drop in conversions elsewhere, the test may have had an impact on behavior beyond that page. In this instance, it\u2019s advisable to run the experiment again and include all the pages within the test.<\/p>\n<h2>Analyze Your Results<\/h2>\n<p>Your testing tool will tell you which version was the winner &#8211; but what do the results really tell you about your changes?<\/p>\n<p>Depending which tool you use, you should be able to see standard data such as:<\/p>\n<ul>\n<li>How many visitors saw the test page?<\/li>\n<li>How many of those converted? What was the conversion rate?<\/li>\n<li>The improvement in conversion rate<\/li>\n<li>The confidence level of the results<\/li>\n<\/ul>\n<p>However, it\u2019s also helpful to dig a little deeper and understand things like:<\/p>\n<ul>\n<li>How did traffic from different sources behave?<\/li>\n<li>Was there a difference between mobile and desktop traffic?<\/li>\n<li>Do you notice anything interesting about how people from different countries behaved, or did old users convert differently from new users?<\/li>\n<\/ul>\n<p>You may need to overlay the testing data with user behavior insights from your analytics tool to get a clearer understanding of this.<\/p>\n<h2>Plan How to Deploy the Winning Version<\/h2>\n<p>If the test had a marked improvement on conversion rates, it\u2019s time to think about how you can apply those updates to the rest of your website traffic \u2013 and potentially across your entire site.<\/p>\n<p>If you haven\u2019t already involved your colleagues in the product\/development team\/agency, now\u2019s the time to get them on board and ask for their support to implement your winning ideas.<\/p>\n<p>It\u2019s wise to stagger the rollout, if resources allow. By breaking up the work and only deploying changes to pages in specific areas of your website, for example, you\u2019re able to continuously analyze performance and check the updates are favorable for those users.<\/p>\n<h3>Tips For Getting Technical Buy-In<\/h3>\n<p>Tech teams are always inundated with requests, so how can you get yours to the top of the list?<\/p>\n<p>These tips could help:<\/p>\n<ul>\n<li><strong>Communicate the value of the change, and the potential impact to the business<\/strong>. If the change was deployed to the whole website, what could that do to your total conversions? How will this help you meet the business\u2019 goals?<\/li>\n<li><strong>Involve the tech team as early as possible<\/strong>. Not only does this help foster a sense of collaboration, but they may have some fantastic ideas of things you could try.<\/li>\n<li><strong>Celebrate wins together<\/strong>. When you share the success of the changes with the wider business, make sure you give your colleagues plenty of credit for helping to get the changes on the live website.<\/li>\n<\/ul>\n<h2>Ready to Learn More About CRO?<\/h2>\n<p>The above is an excerpt from our <a href=\"https:\/\/www.leadforensics.com\/conversion-rate-optimization-playbook\/\">CRO Playbook<\/a>, which is packed full of other useful tips to help you get more conversions from your website. Get your free download now:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-10615\" src=\"https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/05\/CRO-ebook-downloa.jpg\" alt=\"\" width=\"1280\" height=\"640\" srcset=\"https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/05\/CRO-ebook-downloa.jpg 1280w, https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/05\/CRO-ebook-downloa-980x490.jpg 980w, https:\/\/www.leadforensics.com\/wp-content\/uploads\/2025\/05\/CRO-ebook-downloa-480x240.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1280px, 100vw\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Testing is perhaps the most important part of <a href=\"https:\/\/www.leadforensics.com\/blog\/cro\/conversion-rate-optimization-cro-the-beginners-guide\/\">conversion rate optimization<\/a>. After all, it\u2019s the only way you can make sure that your changes have a positive impact on conversions before you show the update to your entire audience. But there\u2019s a lot of planning you need to do before you can publish your first experiment. <\/p>\n","protected":false},"author":25,"featured_media":10510,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[84],"tags":[],"post_authors":[80],"class_list":["post-10509","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How To Plan Your First CRO Test - Lead Forensics<\/title>\n<meta name=\"description\" content=\"Testing is the most important part of conversion rate optimization - and planning your CRO test is essential if you want reliable data\" \/>\n<meta name=\"robots\" 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