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What are the most effective ways to test a CRO plan for a video platform?

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If you run a video platform, you know how important it is to optimize your conversion rate (CRO). CRO is the process of improving your website or app to increase the percentage of visitors who take a desired action, such as signing up, watching a video, or buying a product. But how do you test your CRO plan to make sure it works? Here are some of the most effective ways to test a CRO plan for a video platform.

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1 Define your goals and metrics

Before you start testing, you need to define your goals and metrics for your CRO plan. What are you trying to achieve with your video platform? What are the key performance indicators (KPIs) that measure your success? For example, your goal might be to increase the number of subscribers, and your KPIs might be the subscription rate, the retention rate, and the lifetime value of each subscriber. Having clear and measurable goals and metrics will help you design and evaluate your tests.

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Oreoluwa Akinnawo

C. R. O Manager
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Clear and measurable goals and metrics don’t come from zero research. You need great research (quant + qual) to understand what goals matter per stage of funnel. Also, If you go by step 1, your ONLY goal should be to understand what existing problems prevent visitors from taking the actions that are profitable to your business.

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2 Choose a testing method

There are different methods of testing your CRO plan, depending on your resources, time, and objectives. The most common methods are A/B testing and multivariate testing. A/B testing is when you compare two versions of a web page or app element, such as a headline, a button, or a video thumbnail, to see which one performs better. Multivariate testing is when you compare multiple combinations of different elements on a web page or app, to see which combination performs best. Both methods require enough traffic and conversions to reach statistical significance, meaning that the results are not due to chance.

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3 Create hypotheses and variations

Once you have chosen a testing method, you need to create hypotheses and variations for your tests. A hypothesis is a statement that predicts how a change in an element will affect your conversion rate. For example, a hypothesis might be: "Changing the color of the sign-up button from blue to green will increase the subscription rate by 10%." A variation is the alternative version of the element that you want to test. For example, a variation might be: "The sign-up button is green instead of blue." You can use tools like Google Optimize, Optimizely, or VWO to create and run your tests.

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Shiva Manjunath

Host of the Experimentation Podcast 'From A to B,' and experimentation manager passionate about learning-focused experimentation.
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Google optimize is sunset, so you can't use Google Optimize. But the other tools are fine. The tool shouldn't make or break your strategy though

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4 Analyze and interpret the results

After you have run your tests for a sufficient period of time, you need to analyze and interpret the results. You can use tools like Google Analytics, Mixpanel, or Hotjar to track and visualize your data. You need to compare the performance of your variations against your original version and your goals and metrics. You need to look for statistical significance, confidence level, and effect size. Statistical significance tells you how likely it is that your results are not due to chance. Confidence level tells you how confident you can be that your results are valid. Effect size tells you how big the difference is between your variations and your original version.

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5 Implement and iterate

Finally, you need to implement and iterate on your tests. If you find a variation that performs better than your original version, you should implement it on your website or app. If you find a variation that performs worse than your original version, you should discard it. If you find no significant difference between your variations and your original version, you should try a different hypothesis or element. You should keep testing and optimizing your video platform until you reach your desired conversion rate.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Shiva Manjunath

Host of the Experimentation Podcast 'From A to B,' and experimentation manager passionate about learning-focused experimentation.
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This article hasn't mentioned anything about user research, which is absurdly important in understanding what, and where, to test. This is step 0 - qualitative + quantitative analysis

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What are the most effective ways to test a CRO plan for a video platform?

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1 Define your goals and metrics

2 Choose a testing method

3 Create hypotheses and variations

4 Analyze and interpret the results

5 Implement and iterate

6 Here’s what else to consider

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