Abbie Senior - What to look for in the best CRO people

The relatively recent emergence and development of Conversion Rate Optimisation (CRO) originated from the massive growth of data-driven marketing where marketers use quantitative insights and trends to make key marketing decisions. In this article, we hear from Abbie Senior who started her career as an Analytics and Conversion Executive at a large network agency and progressed through the ranks to become a CRO Manager at Manchester United Football Club. She explains why businesses should have a CRO department and what qualities great CRO people have.

Abbie Senior, Optimisation and Analytics Manager 

Abbie starts with emphasising that CRO is set to become an integral part of the Digital Marketing landscape as it gives data-driven insight into user experience and website performance. She refers to skills and techniques commonly used in CRO and their value:

Data Analysis

With more data available than most companies know what to do with she explains that most marketing departments have a grasp of the trends and performance however it is the CRO department that will look at the site and improve journeys. It is also the CRO department that will optimise and make the website work harder.

It is the CRO team who will look at a variety of data from web analytics to feedback to formulate a plan and use both qualitative and quantitative information to test the hypothesis and get the best conversions from the website.

Business goals

These need to be set on what the site wants to achieve and how much growth it aims for. The CRO strategy will reflect this and have KPI’s to track and report on these business goals.

It is important to be focused on the conversion rate but it is also important to have an eye on the smaller interactions (micro goals such as newsletter, sign ups) which should be optimised as well as the macro goals (e.g. website visitors and transactions).

Measurable

This data should be digestible and engage all teams within the organisation in order for all teams to make the right decisions.

What to look for in good CRO people:

1. Process Driven Individuals
2. Analytical and data-driven people

Abbie warns to watch out for generic optimisers as they aren’t focused on one specialised area if they are too general and doing a variety of ‘specialisms’ there is the danger that this will dilute the quality of their work.

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