ConversionXL (Manuel da Costa) – Building and Scaling an Optimization Programs

OPTIMIZE YOUR OPTIMIZATION PROGRAM FOR GREATER ROI AND BUY-IN

This course will teach you how to build a program that will win. Push through more tests and avoid common pitfalls. The course will give you a boost.

IN THIS 4-CLASS TRAINING PROGRAM, YOU WILL LEARN TO

• Set up a conversion optimization that scales and gets results.
• Understand why your CRO program may not be performing optimally.
• Scale up your testing program and learning velocity.
• Get organizational buy-in from executives and team members.

RUNNING A/B TESTS IS THE EASY PART

As data-driven as we try to be, all organizations are human-driven. Humans are a messy bundle of biases and irrationality. In business, we all work towards the same goal of growth, but we often have different ideas on how to get there.

It is difficult to navigate the muddy waters of organization politics and human relations.

No amount of technical education can teach you how to evangelize experimentation in a company. Building a culture of experimentation and getting team buy-in is where the true value comes from.

If you want to encourage a culture of experimentation but don’t know how to get started, this course is 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110 888-739-5110

OPTIMIZATION IS A TEAM SPORT

Testing is a team sport.

The leader of a testing program would be the quarterback. Without the support of a good offensive line, they will be scrambling to get any real results.

To get a good offensive line in your company, you need to get buy-in from the right people.

Proper statistical power is just as important as knowing how to navigate the organization. The real results start to pour in when people agree to work together to solve problems.

The class will teach you how to create a winning environment.

BUILD A CULTURE OF EXPERIMENTATION THAT SCALES AND GETS ROI

Changing an organization from a gut-based approach to one driven by data and experimentation is the heaviest lifting.

A picture of a Director of Marketing at a stable company. She wants to implement a testing culture within her team and organization because she is on the cutting edge of digital marketing.

HiPPOs at her company are opposed due to a variety of entrenched ideas and political problems. She has a hard time pushing through even one or two experiments.

Look at an organization that is free of political battles. Think of the scale at which testing can be done, the ideas can be executed, and the uplifts can be attained.

That is what we are fighting for.

THIS COURSE IS RIGHT FOR YOU IF…

• You are working within a company (and not an agency).
• You have an optimization program in place in your company or you’re considering setting one up.
• You have experienced challenges getting tests deployed and pushback from stakeholders.
• You are committed to making changes and working with others in your company to make it happen on an organizational level.

THIS COURSE IS PROBABLY NOT FOR YOU IF…

• You’re an agency. Refer to Craig Sullivan’s course on this.
• You are allergic to change. This course will cover organizational change management.

SKILLS YOU SHOULD HAVE BEFORE TAKING THIS COURSE

The course is accessible to marketers transitioning to CRO and there are no advanced level skills required. However:

• You must have a working knowledge of the entire CRO process. You will be convincing others to be part of this process. As such you must know what you’re talking about. (If you don’t know this, go read up on the CXL blog and take some relevant courses.
• Be confident in working with people (or willing to work on yourself to get there)

ABOUT YOUR INSTRUCTOR, MANUEL DA COSTA

There is product development and growth at Effective Experiments. He’s an expert in software and community building.

He consults with mid-to-large lead generation and ecommerce companies. He helps companies build an internal framework to achieve that, because processes, culture and strategy are the core of every successful optimisation programme.

He loves building communities around topics such as Conversion World. It is the largest online community with a dedicated group and yearly conference. It attracts top speakers and attendees from all over the world.

He ran Europe’s first Lean startup dedicated conference for two years.

IN JUST 4 SESSIONS, YOU’LL BE ABLE TO…

• Set up your optimization team and keep everyone motivated towards the same goal.
• Engage stakeholders, engineers, and other departments when they have their own agenda.
• Build a structured CRO process that will drastically improve your testing velocity.
• Emulate successful companies with fast moving testing programs.
• Create a roadmap for the growth of your own optimization program.

YOUR FULL COURSE CURRICULUM

BUILDING AND SCALING AN OPTIMIZATION PROGRAM IN YOUR COMPANY

Lesson 1

Building blocks and foundations.

• Answer the question, “Why do optimization programs fail so often?”
• Take a look at successful optimization team.
• Introduce the 3P’s of setting up an optimization program
• Overview of the organizational mindset
• Customizable worksheet : Self-evaluation – Where are you right now?

Lesson 2

People

• Who are the key players in the program?
• How to hire the A-team
• The CRO skillset & mindset you should be looking for
• Understanding motivation & how to deal with challenging team members

Lesson 3

Processes

• How to manage a CRO project
• Roles, responsibilities, and communication
• Creating structure and SOPs (standard operating procedures)
• Identifying Bottlenecks
• Keeping everyone in the loop – How to make sure the right people know the right things
• Calculating your bandwidth for testing

Lesson 4

It is necessary to prioritize.

• How to make CRO a part of business-as-usual
• How to demonstrate the value and ROI of your optimization activities
• Recovering from failing CRO programs
• Involving everyone in optimization
• Structuring meetings & Follow-ups
• Supplementals: Creating testing hack-a-thons (resources & assignment)

Sale Page: https://conversionxl.com/institute/online-course/building-scaling-optimization-program/
Archive: http://archive.is/L6Tlo