CRO Maturity Audit and Experimentation: The Welyft Methodology for Maximum Performance

‍Introduction

In today's competitive digital arena,conversion rate optimization (CRO) andexperimentation are imperative for success. CRO maturity varies considerably from company to company. The Welyft methodology offers a structured approach to in-depth assessment, leading to a significant improvement in CRO maturity and experimentation. This method enables experimentation to be integrated into the company's DNA, influencing strategy, culture and decision-making processes.

The Welyft Methodology: An in-depth analysis

Welyft, an agency specialized in data-marketing and digital experimentation, has developed an audit methodology based on a rigorous analysis of an organization's experimentation practices. This approach makes it possible to determine how a company conducts itsA/B testing andconversion rate optimization activities.

The Four Fundamental Pillars of Welyft Maturity Auditing

The Welyft maturity audit is based on four essential pillars, each of which is crucial to the success of the experiment:

• Strategy and Culture: This pillar examines the existence of management support, a corporate culture that values learning through testing, customer orientation(brand vs. user centricity), and the centralization or decentralization of strategy. The audit also assesses the integration of data in decision-making.
• Process and Governance: This pillar assesses the presence of clear processes and a well-defined RACI (Responsible, Actor, Consulted, Informed) matrix. The aim is to ensure that each problem is associated with a relevant research solution. The audit also analyzestest ownership and the centralization/decentralization of processes.
• Methods and Skills: This pillar focuses on training A/B testing teams, identifying customer pain points, and applying methods includingideation, A/B testing workflows, data quality and user research. He assesses the team's ability to conduct statistical analyses and interpret results.
• Tools: This pillar analyzes the specialized tools needed to carry out A/B testing assignments. This includes tools for user testing, collaboration (such as Jira Discovery and Miro), and roadmap management.

CRO Welyft maturity audit: an iterative process

The Welyft audit is an iterative process, adapted to each company's resources and priorities. It comprises the following stages:

1. Preliminary analysis: The audit begins with an analysis of the maturity matrix, interviews and workshops. Interviews involve members of various teams, including development, CRM,UX, and data teams.
2. Defining Target Visions: Welyft works with the company to define two visions: an MVP (Minimum Viable Product) for rapid recovery, and a long-term vision for sustainable growth.
3. Needs identification: Based on visions, Welyft identifies needs in terms oftools, processes and training. This includes an analysis of technical infrastructure and team skills.
4. Maturity Analysis: The analysis is based on 10 key factors, such as test culture, A/B testing speed,product integration,roadmap alignment, workflows, tools, experimentation skills,A/B testing expertise, and data quality.
5. Evaluation of Maturity Profile: The audit positions the organization on a maturity scale ranging from Beginner à Excellence.
   • Beginner (20-40%): Sporadic testing, improvised processes and limited resources. Emphasis on the importance of optimization.
   • Essential (40-60%): Recognition of the importance of experimentation, establishment of basic elements. The organization begins to allocate resources and improve skills.
   • Expertise (61-80%): Data drives decisions, experimentation is integrated into the roadmap. The emphasis is on creating a solid structure and expanding testing.
   • Excellence (81-100%): Experimentation is at the heart of the company, with efficient processes and significant investment. This phase is characterized by decentralization or transition to a center of excellence.

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Major issues and challenges identified during a CRO maturity audit:

• Strategic Vision and Objectives: A lack of clarity in overall strategy and measurable objectives. This includes an incomplete optimization roadmap, misalignment between day-to-day and long-term objectives, and inconsistency between KPIs and OKRs.
• Culture of Experimentation and Agility: A fragile culture of experimentation, resistance to iterations, a sequential testing process, lack of prioritization and limited regional autonomy need to be corrected. There is also a lack of process discipline.
• Governance and Coordination: Unclear governance, lack of coordination, confusion of roles, and communication gaps between teams. Decentralized structure led to inconsistencies in prioritization, execution and analysis.

Example of key recommendations

• Implement a structured optimization roadmap via a centralized tool
• Standardize CRO processes to ensure consistency and efficiency of A/B testing.
• Improve communication and collaboration between teams through new forums.
• Develop a culture of experimentation that encourages learning and adaptation.
• Invest in tools and training to enhance team skills.
• Clarify roles and responsibilities using the RACI model.