Experimentation
CRO & Experimentation Program
Turn your visits into measurable growth
- AB Tasty
- Kameleoon
- Dynamic Yield
- and 3 other tools
Experimentation
Calculating the ROI of a CRO program
Quantify the real value of your CRO
Measure the financial impact generated by your CRO program and showcase your results to your management.
The need
What you tell us
« I want to objectify the return of my CRO program: how much it actually generates, to arbitrate my budget, convince my management or renew the investment. »
- « I want to prove the ROI of my CRO »
- « I want to justify my CRO budget »
- « I want to leverage my winning tests »
- « I want a business case for my management »
Our response
- Consolidation of tests and uplifts
- Valuation: volumes × margin × duration
- Defensible business case and ROI
Method
Our method in 5 steps
Our stance
A defensible ROI
Cautious, sourced assumptions, for an ROI that holds up in committee.
- Uplift
- Margin
- ROI
Step 01 : Scoping
Definition of the study scope, the period analyzed, and identification of financial and analytics data sources.
- Scope and period analyzed
- Data sources identified
- Validated valuation rules
- Access to A/B testing and analytics tools
Step 02 : Consolidation
Inventory of all your completed tests and extraction of the conversion gains measured for each experiment.
- Comprehensive test inventory
- Uplifts verified test by test
- Reliability qualification
- Deduplication of cross-effects
Step 03 : Valuation
Modeling of the real financial impact by cross-referencing your volumes, margins and the lifespan of optimizations.
- Volumes × margin × effect duration
- Documented conservative assumptions
- Erosion discount applied
- Low and high ranges
Step 04 : Business case
Analysis of the gains generated against the program costs to calculate the overall ROI and your payback period.
- Full program cost
- ROI and payback calculated
- Sensitivity to assumptions
- Comparison to benchmarks
Step 05 : Reporting
Delivery of a strategic deck defensible in committee and formulation of recommendations for your future budget decisions.
- Defensible deck for committee review
- Budget recommendation
- Model delivered and adjustable
- FAQ of anticipated objections
Deliverables
What you get
Inventory of valued tests
Uplifts consolidated by test.
ROI calculation model
Transparent and adjustable.
Quantified business case
ROI, payback, scenarios.
Presentation deck
For budget arbitration.
Who is it for?
Who is this offer for?
Tools used
- GA4
- Piano
- AB Tasty
- Kameleoon
- Looker Studio
- Brand with an already active CRO program
- Context: budget arbitration, justification, renewal
- Sponsor: Head of E-com, CRO Manager, Digital Director
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- GA4
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