— PROJECT NAME
Vodafone CRO
— ROLE
UX UI Design
Analytics
User Research
— DATE
2022-2023
Leading a team of Designers to improve User experience and Sales (Conversion rate) across the Vodafone.co.uk website, My Vodafone App and Voxi.co.uk websites
CRO in Vodafone is a cross functional effort (not just a team) that operates across the Digital tribes within Vodafone.
It has become embedded to Vodafone Digital ways of working and we have developed a culture of experimentation across:
7x Cross functional teams (eg. Product, design, Analytics)
8x Digital Product journeys (PAYM, PAYG, Broadband etc..)
2x Major brands Vodafone UK and VOXI
140+ Completed
tests 2022 – 2023
Vs 151 last year. More meaningful test backed by insights and data compared to last year.
13% orders uplift – 18 Successful Tests*
- *vs 19 tests last year. Success is measured only by tests that Improved conversion rate (CVR) with 90%+ confidence.
48.000+ Incremental Orders** in Total.
- **Measuring only tests that have reached +90% Confidence and significance.
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40% Success rate (win rate) in FY 2022 – 2023
Up from 16% from last year
5% reduction in development cycle
- *Success is measured only by tests that Improved conversion rate (CVR) with 90%+ confidence.
43% Successful Hypothesis
- Vs 40% from last year
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METHOD AND PROCESS
CRO is a comprehensive process that sprawls across a multitude of stages and teams within vodafone.
A successful CRO project is one that uses in-depth data to analyze results, runs multiple tests, tweaks content to make it more relevant to the visitors, and draws necessary conclusions.
In sort: All test need to be backed by Data and insights so that the teams focuses to solve the right problems and develop the right solutions.
This process is not linear. In reality, you need to be prepared to be agile and go back and forth in given points point.
CRO Process Summary
Step 1: Turning data and insights into ideas: We start by gathering data and insights to generate ideas.
Step 2: Formulating a hypothesis: We create a hypothesis based on our ideas, which we believe about our target audience and/or product that needs to be tested.
Step 3: Setting KPIs: We set Key Performance Indicators (KPIs) like CTR (Click Through Rate) or CVR (Conversion Rate), or other KPIs depending on the project/product.
Step 4: Designing and reviewing: We design the solution and review it. Once approved, we move to the development phase.
Step 5: Developing: We develop the solution through React or hard coding it through Adobe Target and perform Quality Assurance (QA).
Step 6: Launching the project: The project goes live as an A/B test (variant vs the current experience).
Step 7: Measuring reactions and behaviors: During the testing period, we measure the reactions, response, and behaviors of the customers to gain confidence from a specific target audience depending on the traffic of the page we are testing.
Step 8: Validating traffic and rates: Once the necessary traffic has been validated and the rates are complete, we pause the test.
Step 9: Test analysis: We reach the final stage called Test Analysis, where we learn whether to persevere and put the idea live, pivot the idea, or completely abandon it.
Step 10: Making improvements: Based on the analysis, we make improvements and test again or launch in production.
Testing can help validate—or invalidate—your assumptions, preventing you from wasting your marketing budget on a product that isn’t ready for market.
Collaboration and teamwork: The biggest secret to any successful project is collaboration and unlimited teamwork.
I feel grateful that I have the opportunity to work with Such an amazing team over the years.