Read analytics alongside user research, page reviews and customer feedback.
CRO + EXPERIMENTATION
Make the next step feel obvious.
Find the friction between customer intent and action. Combine behavioural evidence, qualitative research and well-designed experiments to improve important digital journeys.
REVIEW YOUR CONVERSION JOURNEYGet the important question clear.
A conversion-rate change is not meaningful without context. We examine traffic quality, customer needs and the full journey, then choose tests that can answer useful questions within the available volume.
FIELD NOTE 30 / CRO + ExperimentationA conversion-rate change is not meaningful without context.
02 / WHAT CAN BELONG IN THE SCOPESpecialist depth.
Specialist depth.
Connected delivery.
These capabilities sit within CRO + Experimentation. We choose the combination that addresses your brief; the engagement is not a requirement to buy every item.
- CRO
- Experimentation
- A/B Testing
- Landing Page Optimisation
- Customer Journey Optimisation
- Personalisation
03 / THE WORK, IN PRACTICEFrom a clear brief
From a clear brief
to useful delivery.
Set a hypothesis, primary metric and guardrails.
Review uncertainty and possible side effects before rolling out.
Find the journey constraints
Read analytics alongside user research, page reviews and customer feedback. Separate acquisition mismatch from usability, reassurance and technical problems.
Design a credible experiment
Set a hypothesis, primary metric and guardrails. Choose a test or research method suited to the traffic and decision rather than forcing an A/B test everywhere.
Turn findings into the product
Review uncertainty and possible side effects before rolling out. Document learnings and feed them into subsequent design, messaging and development work.
Evidence for
the next decision.
Agree the baseline, definitions and review cadence before delivery. The right measures follow the business problem and the data available—not a standard dashboard.
- 01Valuable conversion actions
- 02Journey completion
- 03Experiment learning quality
Low traffic may not support a reliable A/B test. We do not guarantee uplift or treat a short-term metric improvement as proof of greater customer value.
Bring the context.
We’ll help shape the brief.
Who it is for
Digital leaders, product teams and analytics owners who need a focused CRO + Experimentation programme and a clear connection to the wider business.
What helps us begin
Analytics, key journeys, customer feedback, current experiments and implementation capacity.
What we agree together
Deliverables, responsibilities, access, approvals, costs and a realistic review rhythm. We identify dependencies before committing to implementation.
06 / GOOD QUESTIONSBefore
Before
the next step.
What should a CRO + Experimentation engagement solve first?
We begin with the constraint described in your brief, not a standard channel checklist. The first decision is usually whether to find the journey constraints and what evidence would justify the next step.
Which CRO + Experimentation capabilities can belong in scope?
Relevant capabilities include CRO, Experimentation, A/B Testing, Landing Page Optimisation, Customer Journey Optimisation. We select only the combination needed for the outcome and document dependencies before delivery.
What does BackTeams need before CRO + Experimentation work begins?
We usually start with analytics, key journeys, customer feedback, current experiments and implementation capacity. A named owner helps resolve access, priorities and approvals.
How is CRO + Experimentation performance evaluated?
We agree a baseline and read valuable conversion actions, journey completion, experiment learning quality in context. Reporting must support a decision. Low traffic may not support a reliable A/B test. We do not guarantee uplift or treat a short-term metric improvement as proof of greater customer value.
Can CRO + Experimentation connect with our internal team and other agencies?
Yes. We define ownership across data + digital experience, adjacent specialists and your team, then use a shared review cadence so evidence travels between disciplines.
Know more. Make it easier.
One specialist team or several connected disciplines.
We’ll work out what belongs in the plan.