{"id":14687,"date":"2021-03-03T14:34:22","date_gmt":"2021-03-03T19:34:22","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=14687"},"modified":"2024-10-17T12:13:27","modified_gmt":"2024-10-17T12:13:27","slug":"how-to-align-your-business-goals-with-your-conversion-goals","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/how-to-align-your-business-goals-with-your-conversion-goals\/","title":{"rendered":"How To Align Your CRO Goals With Your Business Goals"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 9<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><i><span style=\"font-weight: 400;\">Disclaimer: This section is a TL;DR of the main article, and it\u2019s for you if you\u2019re not interested in reading the whole article. On the other hand, if you want to read the full blog, just scroll down, and you\u2019ll see the introduction.<\/span><\/i><\/p>\n<ul class=\"\">\n<li id=\"5e4b\" class=\"jo jp ig jq b jr js jt ju jv jw jx jy jz ka kb kc kd ke kf gh\" data-selectable-paragraph=\"\">I bet you\u2019d agree that you might lack a certain degree of direction in your testing program when you aren\u2019t clear on your business goals. Essentially, you end up getting pulled in opposite directions \u2014 and that can cause a lot of confusion, which then leads to an optimization program that doesn\u2019t add to the business\u2019s growth.<\/li>\n<\/ul>\n<h2 id=\"99a4\" class=\"kg kh ig bm ki kj kk kl km kn ko kp kq kr ks kt ku kv kw kx ky kz la lb lc ld gh\">Business Goals and CRO Goals: What\u2019s The Difference?<\/h2>\n<ul class=\"\">\n<li id=\"2a0f\" class=\"jo jp ig jq b jr le jt lf jv lg jx lh jz li kb kc kd ke kf gh\" data-selectable-paragraph=\"\">In this context, conversion goals and business goals are related. Business goals are quarterly objectives an organization seeks to accomplish after hiring a CRO agency or consultant.<\/li>\n<li id=\"08bd\" class=\"jo jp ig jq b jr lj jt lk jv ll jx lm jz ln kb kc kd ke kf gh\" data-selectable-paragraph=\"\">Business goals represent a company\u2019s larger purpose and work to establish an end goal for a CRO Agency to work toward. Yes, the business goals have to be well defined, but it\u2019s up to the CRO team to figure out the steps needed to achieve the business goals.<\/li>\n<\/ul>\n<h2 id=\"c6f0\" class=\"kg kh ig bm ki kj kk kl km kn ko kp kq kr ks kt ku kv kw kx ky kz la lb lc ld gh\">What Comes First: Business Goals or Conversion Goals<\/h2>\n<ul class=\"\">\n<li id=\"bf72\" class=\"jo jp ig jq b jr le jt lf jv lg jx lh jz li kb kc kd ke kf gh\" data-selectable-paragraph=\"\">In most of the conversion optimization projects we handle, business goals precede conversion goals.<\/li>\n<li id=\"9e8d\" class=\"jo jp ig jq b jr lj jt lk jv ll jx lm jz ln kb kc kd ke kf gh\" data-selectable-paragraph=\"\">For instance, clients usually reach out to us already having a (business) goal \u2014 like increasing their mobile conversion rate \u2014 that they want us to achieve through optimization. And our CRO team conducts conversion research, comes up with a testing hypothesis, and then designs an experiment around that goal.<\/li>\n<\/ul>\n<h2 id=\"b646\" class=\"kg kh ig bm ki kj kk kl km kn ko kp kq kr ks kt ku kv kw kx ky kz la lb lc ld gh\">Aligning Business Goals and CRO Goals<\/h2>\n<ul class=\"\">\n<li id=\"00de\" class=\"jo jp ig jq b jr le jt lf jv lg jx lh jz li kb kc kd ke kf gh\" data-selectable-paragraph=\"\">In the early days of CRO, marketers used to believe that if a CRO program\u2019s outcome is not favorable, then there\u2019s a problem in the alignment of business and conversion goals. But now that everyone knows better. You can have business and conversion goals correctly coordinated and still fail to attain desired results.<\/li>\n<li id=\"a886\" class=\"jo jp ig jq b jr lj jt lk jv ll jx lm jz ln kb kc kd ke kf gh\" data-selectable-paragraph=\"\">There are 4 simple ways to align business goals and conversion goals; the first is to set realistic business goals, create a CRO roadmap, communicate the goals relentlessly, and avoid distractions, focus on attaining business goals.<\/li>\n<\/ul>\n<p><b>Here&#8217;s A Longer And More Detailed Version Of The Article.<\/b><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">I bet you&#8217;d agree that you might lack a certain degree of direction in your testing program when you aren&#8217;t clear on your business goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Essentially, you end up getting pulled in opposite directions \u2013 and that can cause a lot of confusion, which then leads to an optimization program that doesn&#8217;t add to the business&#8217;s growth.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why it\u2019s important to consider aligning business goals with conversion goals.\u00a0<\/span><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">Not just because it will make your CRO program effective and keep it on track, but because it will let you know when and where to invest your effort to achieve favorable results.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I know that striking a perfect balance between business and conversion goals is difficult, but you can always strike a balance that works for you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This article will show you <\/span><b>how<\/b><span style=\"font-weight: 400;\"> you can marry your business goals to your conversion goals for a better CRO program. We will give you some actionable steps you can use so that your experiments contribute to your business growth.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let&#8217;s get started&#8230;<\/span><\/p>\n<h2><b>Business Goals &amp; Conversion Goals, What\u2019s the Difference? <\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In this context, business goals are well-defined quarterly objectives that a business anticipates accomplishing after having engaged a <a href=\"https:\/\/www.invespcro.com\/\">CRO Agency<\/a>. Examples of business goals are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increasing mobile conversion rate by a certain %,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Boosting customer retention,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Enhancing average order value, and many more.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Business goals represent a company&#8217;s larger purpose and work to establish an end-goal for a CRO Agency to work toward. Yes, the business goals have to be well defined, but it&#8217;s up to the CRO team to figure out the steps needed to achieve the business goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Having business goals is important for several reasons because they:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Provide a way to measure the success of the CRO Agency you hired.\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keep you and your CRO team on the same page as to what needs to be achieved.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensures that an experiment is headed in the right direction.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">On the other hand, a conversion goal is an objective that is based on an action you want users to take on your website. Like business goals, conversion goals can also be defined by the business. Unlike business goals, the steps taken to achieve the conversion goals are defined by your CRO team.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Conversion goals can help you measure your marketing or website performance and set <a href=\"https:\/\/offer.invespcro.com\/ecommerce-benchmark\/\">benchmarks<\/a> for improvement. Just as business goals can vary from one company to another, conversion goals can also differ from one website to another or rather from one web page to the next.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Depending on the type of website, examples of <a href=\"https:\/\/www.invespcro.com\/blog\/conversion-optimization-strategy\/\">conversion goals<\/a> for an e-Commerce site can be:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Get visitors to purchase,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Get visitors to subscribe,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Write a review or rating,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sign up for a newsletter\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Download an eBook.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Conversion goals can be broken down into two different types: <a href=\"https:\/\/www.invespcro.com\/cro\/\">macro and micro goals<\/a>. The macro goal is the end action you want visitors to take when they land on your website. Micro goals are the small steps that your visitors take to get to the end action (macro) on your site.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><b>What Comes First: Business Goals or Conversion Goals\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Well, it depends.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In most of the conversion optimization projects we handle, business goals precede the conversion goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, clients usually reach out to us already having a (business) goal \u2013 like increasing their mobile conversion rate \u2013 that they want us to achieve through optimization. And our CRO team conducts conversion research, comes up with a <a href=\"https:\/\/www.invespcro.com\/ab-testing\/\">testing hypothesis<\/a>, and then designs an experiment around that goal.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But in some instances, it can happen the other way round. You can create a conversion goal without a business goal in place. I bet you are wondering how is that possible?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This scenario often plays out when a conversion opportunity \u2013 that a client didn\u2019t even know existed \u2013 is identified during a conversion optimization process.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, let\u2019s say we are optimizing a website to increase conversions by 30% this quarter, and during this process, we notice a conversion opportunity of increasing <a href=\"https:\/\/www.sitespect.com\/blog-4-key-metrics-to-include-in-your-product-recs-campaigns-2\/\">AOV<\/a>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Knowing that this kind of conversion opportunity exists can trigger a company to have a business goal that is all about increasing the AOV in the next quarter.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, no matter what comes first, your goal before designing an experiment is to have these two sets of goals aligned.\u00a0<\/span><\/p>\n<h2><b>Aligning Business Goals and Conversion Goals<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In the early days of CRO, marketers used to believe that if a CRO program&#8217;s outcome is not favorable, then there&#8217;s a problem in the alignment of business and conversion goals.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But now that everyone knows better. You can have business and conversion goals correctly coordinated and still fail to attain desired results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That is what makes CRO so tricky.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the other hand, you can have your business and conversion goals correctly intertwined but still achieve results that are not within the company&#8217;s main goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, let&#8217;s say you want to increase your <a href=\"https:\/\/www.invespcro.com\/blog\/customer-retention-optimization\/\">retention<\/a> by 30%. And after you have conducted research and designed an experiment, then the only change you notice after that experiment is a decrease in shopping cart abandonment rate, and there&#8217;s no increase in your retention rate whatsoever.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yes, that can happen often.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Following the above example, it&#8217;s important to note that tests will not always directly impact the ultimate goal. Sometimes, to get to the ultimate goal, your tests have to build on each other.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, when building experiments, you have to think about the entire path that leads to your main desired goal. In most complicated cases, you will need more than one experiment to get to your Promised Land.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the other side, it&#8217;s important to investigate because there might be a lack of continuity in your messaging. Your hypothesis may still be correct, but your implementation of it might be wrong.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Having said that, here are four simple ways to align your business goals and conversion goals.<\/span><\/p>\n<h3><b>Step 1: Set realistic business goals\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Since most experiments are built around business goals, it\u2019s important to make sure that goal is realistic in the first place. In other words, your CRO program will only be effective if the foundation (which is your business goal) is sensible.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Smart optimizers understand the inherent value of realistic business goals in steering experimentation in the right direction. Unfortunately, most companies set unrealistic goals and then expect CROs to achieve the results.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But here\u2019s the thing: unrealistic business goals can spoil the whole CRO program.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At Invesp, we love working with brands that have challenging goals. It\u2019s important to note that there\u2019s a great difference between a challenging and unrealistic goal. We\u2019re selective in terms of brands we work with most based on the goal(s) that the company has.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s a breakdown of what achievable business goals look like:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Doubling your conversion rate\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Decreasing your <a href=\"https:\/\/www.invespcro.com\/blog\/e-commerce-abandonment-rates\/\">shopping cart abandonment rate<\/a><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increasing your <a class=\"clutterFree_existingDuplicate clutterFree_noIcon cf_div_theme_dark\" href=\"https:\/\/www.invespcro.com\/blog\/customer-retention-strategies\/\">retention rate<\/a>\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increasing your mobile conversion rate<\/span><\/li>\n<\/ul>\n<h3><b>Step 2: Define the alignment necessary\/Create a CRO roadmap\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Once you have set realistic business goals, it&#8217;s time to define the <\/span><span style=\"font-weight: 400;\">alignment that is necessary for your conversion strategy to be put into action. This means making sure that all of the tests within your <a href=\"https:\/\/www.invespcro.com\/cro\/\">CRO program<\/a> are geared towards achieving the business goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Defining the alignment necessary will involve asking yourself the following questions:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How do you prioritize your experimentation ideas?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Do you work in silos, or do you see the benefit in opening up experimentation to collaboration?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0If you do see the benefit, how do you plan to go about achieving it?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How do you plan to address resource issues in your testing plan?\u00a0<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">The answer to all these questions points to one strategic move that differentiates CRO experts from beginners \u2013 building a CRO roadmap.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I spoke to one of our Senior CRO Specialists, <a href=\"https:\/\/www.linkedin.com\/in\/kayahatice\/?lipi=urn%3Ali%3Apage%3Acompanies_company_people_index%3B6c6QTg%2FGQK%2BW9eMap5oVtg%3D%3D\">Hatice Kaya<\/a>, and asked her how she goes from a business idea to a CRO roadmap. And she gave me this scenario:\u00a0<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cSuppose your business goal is to increase your mobile conversion rate during the first quarter. The first step is to look at the website\u2019s analytics platform to have a brief understanding of what the mobile conversion rate is at the current moment. Checking your analytics before the conversion process is important because you will know whether you have improved conversions or not at the end of the project.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The next step is to conduct conversion research with a focus on the mobile experience. By conversion research, I mean you take a deep dive into heuristic evaluations, and we launch video recordings and heatmaps focusing on mobile visitors only. This process of research can take up to three weeks.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In most cases, if there\u2019s anything that\u2019s affecting conversions on the site, you are more likely to see it during the research phase. And whatever the conversion killer might be, you are more likely to see on almost every conversion research technique you use.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We then list all the observations we made during the research phase. This list of possible conversion bottlenecks is usually long, it can go from 60 to 80 or even 100. So, we then rank all the issues on the list using our prioriti<\/span><span style=\"font-weight: 400;\">zation framework to determine which issues will help us increase the mobile conversion rate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When we have ranked the issues, that\u2019s when we come up with the conversion goals, launch tests, and see if our hypothesis was correct or not.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Suppose we noticed that people were not scrolling all the way to the bottom, then we might need to launch a test: long page (original) vs. short page (new design). Suppose we noticed that people were clicking on the wrong areas of the page, then we might need to make it clear where they should be clicking. So, different tests may be launched at the same time or even at different times.\u201d<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Building a sustainable <a class=\"\" href=\"https:\/\/www.invespcro.com\/blog\/creating-a-conversion-roadmap-how-to-prioritize-conversion-problems-on-your-website\/\">CRO roadmap<\/a> guides your efforts and ensures it systematically contributes towards your business goals at large. Whether you are an agency handling CRO for hundreds of clients or someone who manages CRO for your company, a roadmap will streamline your efforts and maximize throughput by avoiding redundancies and providing a clear step-by-step approach towards optimizing your site.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I think of a CRO roadmap as a detailed schedule that shows you which experiment has to be launched when, the moment and resources it requires, and the expected results. Having a roadmap will help you ensure that every change, test, and tweak you make add<\/span><span style=\"font-weight: 400;\"> value to the next step and accordingly strengthens it to deliver the desired outcome. With a dedicated roadmap to consult, you don\u2019t rely on hope to get results from a few poorly planned and ill-executed experiments scattered across months.<\/span><\/p>\n<h3><b>Step 3: Communicate the goals relentlessly<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The business and conversion goals should be shared widely with everyone involved in the optimization process.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Communicating both sets of goals to all team members is a key part of making sure that everyone is on the same page \u2013 and it&#8217;s a critical step in aligning business and conversion goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to <a href=\"https:\/\/www.linkedin.com\/in\/ayatshukairy\">Ayat<\/a>:\u00a0<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">The key here is that any marketing initiative should be tied to a KPI or business goal for the quarter if the company is hoping to achieve it. Rather than having a siloed marketing approach &#8211; have a synergy between marketing departments and CRO and sales to make sure they&#8217;re all working towards those one or two outlined goals.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">At Invesp, we always conduct weekly status meetings with clients to keep them updated about the different <\/span><span style=\"font-weight: 400;\">experiments, discuss new testing plans, and receive feedback on the current work. This way we keep everyone on the same page during the whole conversion process.\u00a0<\/span><\/p>\n<h3><b>Step 4: Avoid distractions: focus on attaining business goals\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">I know it sounds so basic, but the most successful testing programs are focused on achieving one goal at a time. Experimentation is not the zone of trying to strike two birds with one stone. Doing so comes with a lot of disadvantages such as not knowing what exactly moved the needle.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your test is focused on increasing the customer retention rate, so be it. If you are trying to increase <a href=\"https:\/\/www.invespcro.com\/blog\/measuring-customer-service-effectiveness-customer-service-and-support-metrics-that-matter\/\">customer lifetime value<\/a>, stick to it. It\u2019s better to launch a few more tests to get to reach the ultimate goal than to have one single test focused on achieving more than one goal.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With conversion optimization, it\u2019s easy to get distracted along the way. Sometimes when we\u2019re aiming to increase the conversion rate for mobile, there might be some desktop <a href=\"https:\/\/www.invespcro.com\/blog\/e-commerce-user-experience-optimization\/\">UX fixes<\/a> that we might encounter along the way, but considering that those don\u2019t align with our goal, so we will have to defer those experiments for later.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, as much as you should focus on one goal, sometimes as you are working on an experiment, there\u2019s a high possibility that you can bump into an experimentation idea that will have a long-tail impact on the goal. Although you must be very conscious, it\u2019s important to consider those kinds of projects.\u00a0<\/span><\/p>\n<h3><b>Conclusion\u00a0<\/b><\/h3>\n<p>Coming up with a testing program isn&#8217;t hard to do. I mean the web is full of testing ideas and you\u2019re full of ideas \u2013 there is no shortage of inspiration, that\u2019s for sure. But, not every testing idea will be valuable to your business \u2013 some ideas are just time-wasters. A solid testing idea or CRO program is not easy to come up with \u2013 that I understand. Fortunately for you, you now know how to align your business goals with conversion goals. If you follow the above tips, at least you&#8217;re guaranteed not to invest your time and resources on a CRO program that doesn&#8217;t add value to your business growth.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 9<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Disclaimer: This section is a TL;DR of the main article, and it\u2019s for you if you\u2019re not interested in reading the whole article. On the other hand, if you want to read the full blog, just scroll down, and you\u2019ll see the introduction. I bet you\u2019d agree that you might lack a certain degree of [&hellip;]<\/p>\n","protected":false},"author":54,"featured_media":14688,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[116,36],"tags":[],"class_list":["post-14687","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ab-testing","category-cro"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/14687","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/54"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=14687"}],"version-history":[{"count":2,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/14687\/revisions"}],"predecessor-version":[{"id":98947,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/14687\/revisions\/98947"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media\/14688"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=14687"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=14687"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=14687"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}