How to Organize & Augment a CRO Team


How to Organize & Augment a CRO Team

The nature of eCommerce requires any business operating in this space to compete with each other for a consumer’s attention. And, compete they do. One of the most effective tools a business can yield in the fight for success is a well constructed Conversion Rate Optimization (CRO) team. Such teams are responsible for optimizing websites and landing pages to convert more visitors into customers, more traffic into traction, and more clicks into coin. When it comes to structuring a CRO team, there are two primary approaches: centralized and decentralized teams. 

Data analyst presenting a report on eCommerce conversions

Centralized vs. Decentralized CRO Teams

Centralized CRO Team:
A centralized CRO team operates as a single entity, managing all aspects of optimization for the entire organization. This structure enables a unified approach, fostering consistency and knowledge-sharing among team members. Centralized teams often have a broad view of the organization's objectives and can align their efforts accordingly.

Example: A medium-sized eCommerce company has a dedicated CRO team that collaborates with various departments to improve the overall user experience, implement A/B tests, and analyze data to drive conversion improvements across the website.

Decentralized CRO Team:
In contrast, a decentralized CRO approach distributes optimization responsibilities across different departments or business units. Each team within the organization handles their specific optimization tasks. This approach can be beneficial for larger organizations with diverse product offerings and different target audiences.

Example: A multinational corporation with separate regional marketing teams, each responsible for optimizing their localized websites to cater to specific regional preferences and cultural differences.

Roles to Hire for a CRO Team

Web Developer:
A skilled web developer is an essential member of any CRO team. They are responsible for implementing technical changes on the website, such as creating new landing pages, integrating tracking codes, and ensuring smooth user experiences. Their expertise allows the team to test and launch experiments effectively.

UX Expert:
User Experience (UX) experts play a vital role in understanding customer behavior and identifying pain points in the user journey. They conduct usability tests, analyze user feedback, and provide insights to optimize website elements, leading to improved conversions and customer satisfaction.

Working closely with the UX Expert, the Designer will breathe life into web pages that blend seamless design with an optimized user experience. The designer creates visually appealing designs that enhance the user experience and engage visitors effectively. They play a pivotal role in any effective CRO team as they will craft intuitive user interfaces, design customized landing pages, and maintain brand consistency across the website.

QA Resource:
Quality Assurance (QA) resources ensure that all experiments and changes are thoroughly tested before deployment. They help identify potential issues and bugs that could negatively impact the user experience or site performance. Their attention to detail is crucial for maintaining a seamless customer experience during the testing phase.

Data Analyst:
Data analysts are responsible for gathering and interpreting data related to user behavior, traffic patterns, and experiment results. They use various tools to generate actionable insights and make data-driven recommendations to optimize conversion rates effectively. Their role is critical in measuring the success of CRO efforts and identifying areas for further improvement.

CRO Program Manager:
A CRO Program Manager acts as the team leader, responsible for overseeing all optimization efforts. They set goals, develop strategies, and collaborate with stakeholders across different departments. A CRO manager ensures that the team stays focused on the organization's objectives, manages resources effectively, and fosters a culture of continuous improvement.

At PeakActivity, we have expertise in all of the above areas, and can deliver the same value as a full time resource - while saving you precious budget for the rest of your team. Our comprehensive CRO services are tailored to meet your specific needs, reach your KPI targets, and ensure that your website reaches its maximum potential. 

If this is you or your brand - or you just want to learn more - click the link to set up some time to talk with our team. 


Top 10 Photos of Developers Staring At Screens



5 Ways Retailers Can Make Influencer Marketing More Influential



How Many Emails is Too Many?