CRO Process¶
Use this SOP to move from an observed issue to a tested or shipped improvement.
1. Define The Question¶
Write the issue as a specific question:
Where are users dropping off, and what change would reduce that friction without weakening the offer or brand?
Capture:
- Page or funnel step.
- Primary metric.
- Secondary guard-rail metrics.
- Audience or traffic source affected.
- Known constraints.
2. Gather Evidence¶
Use at least two evidence types before recommending a change.
| Evidence Type | What To Look For |
|---|---|
| Analytics | CVR, ATC rate, checkout reach, revenue per session, device split, channel mix |
| Behavior | Rage clicks, dead clicks, scroll depth, missed CTAs, navigation confusion |
| Customer language | Reviews, support tickets, survey answers, ad comments |
| Technical | LCP, INP, CLS, script weight, broken tracking, app conflicts |
| Merchandising | Product hierarchy, stock status, offer clarity, bundle logic |
3. Write The Hypothesis¶
Use this format:
Because [evidence], we believe [change] for [audience/page] will improve [primary metric]. We will know it worked if [success threshold] without harming [guard-rail].
Good hypotheses are specific enough to be wrong.
4. Choose Test Or Rollout¶
| Path | Use When |
|---|---|
| A/B test | Enough traffic, clear control, reversible change, uncertain impact |
| Direct rollout | Fix is required, traffic is too low, brand update is already approved, or the risk of keeping the current state is higher |
| Research only | Evidence is weak, problem is unclear, or implementation cost is not justified yet |
5. QA Before Launch¶
Minimum checks:
- Mobile and desktop layouts.
- Add-to-cart flow.
- Cart and checkout path.
- Product variant behavior.
- Tracking events.
- Load stability and image dimensions.
- Accessibility basics: labels, focus, contrast, keyboard path.
6. Evaluate¶
Record:
- Date range.
- Sample size.
- Primary metric result.
- Guard-rail metrics.
- Confidence or directional strength.
- External noise: sale, traffic spike, outage, campaign change, stock issue.
- Decision and next action.
Avoid declaring a winner from a short sale window, a campaign traffic shift, or a partial week unless the caveat is explicit.