CRO

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Presentation Title
Add your subtitle here

● Thinking Beyond A/B Testing
● How CRO initiatives paved path for Royal
Enfield's success
● Fullerton's CRO Maturity Attainment
● A Quick Glance into Tatvic’s Performing CRO
Program
● CRO Assessment Framework
2
Our Agenda

3
A fireside chat panelists
Digital Strategist Lead
Royal Enfield
Jatin Chhikara
VP, Marketing
Fullerton India
Soumya Pattanayak
CRO Scientist
Tatvic Analytics
Azeem Topiwala

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Thinking Beyond A/B Testing
1

Why to think beyond AB Testing?
A
B
B
CVR : +5%
5

Here’s an Analogy...
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Objective
Make the car faster
How? [A/B Test Experiment]
Increase Power Output
Or Make the Car Lighter
Race Car
Type of Result
Tactical
Based on immediate results
Goal
Faster Lap Time

Here’s an Analogy...
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Race Car
Objective
Improve the car
How? [A series of experiments]
Do whatever it takes.
Type of Result
Strategic
Always-On
Goal
Win the race

The Difference
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A/B Testing CRO
Time bound Always On
Immediate Decision Broader Vision
Tools & Statistics Process
Tactical Strategic
A/B Test
Vs
CRO

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How CRO initiatives paved path for
Royal Enfield’s Success

Objective : To increase the conversion rate and drive more traffic to the website’s
Book Test Ride Form by conducting a specific set of A/B tests and form-field analyses.
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How CRO initiatives paved path for Royal Enfield’s Success

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How CRO initiatives paved path for Royal Enfield’s Success
Challenge :
1. Less traffic on the Book Test Ride page
2. Lower conversion rate of the Book Test Ride Form.
Solution:
1. Analyzed the traffic and conversion data of the Royal Enfield’s website
2. Simplified and redesigned the Old Test Ride Form
3. Performed a series of A/B tests by making necessary changes in the BTR form.
4. Drove more traffic to the form the old Test Ride Form

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Fullerton’s CRO Maturity Attainment

Objective : To increase the conversion rate and drive more people to fill Loan Application
journey to get leads and conversions.
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Fullerton's CRO Maturity Attainment

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Fullerton Activity Roadmap
Activity Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Planning
Audit
Pre-A/B Test Analysis
A/B Test Design & Setup
Post A/B Test Reporting

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Result:
1. Increase in Brand Equity
2. In the mobile version, for one of the hypothesis testing- an uplift of 21.04 % in lead
submission and 23% in CTA click.
Solution:
1. Adding features below the CTA’s in the homepage banner
2. Highlighting the important elements on the page for better visibility and ‘Apply Loan’ CTA
3. Performed a series of A/B tests by making necessary changes in the forms.
Fullerton's CRO Maturity Attainment

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A Quick Glance into Tatvic’s Performing
CRO Program
2

A systematic, data backed program based on proven principles
that guarantees enhanced user experience.
Introducing Performing CRO Program
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Which Maturity Stage do you Fall in?
The CRO Maturity Model is a critical tool to realize the potential of conducting Conversion Rate
Optimization experiments across your business. It has been designed by Tatvic’s UI/UX research
team.
Organizations at this stage
typically have an idea about
A/B testing and are involved
with gut-driven tests
In these organizations, they
combine the data insights along
with gut-driven decision to
perform tests
At this stage, organizations have
a full plan of optimization and
prioritize CRO to go along with
rich data insights
By now, the organizations have a
clear CRO approach and have a
dedicated team to run the
experiments
Foundation Transition Advanced Maturity
The CRO Maturity Model Assessment is available at https://forms.gle/3pnR2Du3S1baRzNb7
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- Tool Stack for Analytics &
Reporting
- Tool Stack for A/B Testing &
Evaluation
Platform Process
People
3 P’s - Levers of Maturity Model
- Pre - A/B Test Design
- A/B Test Implementation Process
- Post A/B Test Reporting
- Frequency
- Implementation Team Structure
- Sponsors/Decision Makers
- Execution Capabilities & SkillSet
- Team Strength
- Experimentation Culture
Responses to the assessment survey are collected for the set of questions grouped under the
following 3 levers (3 P’s). These 3 levers determine to drive data-driven CRO maturity.
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CRO Program Includes
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Planning
● CRO Maturity Assessment
● Maturity Roadmap Planning for 3
Levers - People, Platform &
Process
● UX Audit
● Analytics Platform (GA/ Firebase/
CleverTap) Audit
● CRO Platform Audit & Setup
Pre-A/B Test Analysis
● Analysis of Heatmaps, User
Recordings. Analytics Platforms,
Page Speed, Landing Page,
Funnels, Feature Attribution
A/B Test Design & Setup
● A/B Hypotheses Ideation
● Prototypes/ Mockups Design
● A/B/n, MVT, Personalization,
Redirect Tests configuration
Post A/B Test Reporting
● Dashboard Monitoring
● Statistical Significance Tests
● KPI Impact Analysis & Next Plan of
Action
Training & Support
● On-site/ Off-site Trainings on
Platforms & Processes
● Dedicated Account Manager +
CRO Team
Audit & Assessment*
* Tool Licenses Fee of CRO & Analytics tools like Heatmaps/ Crazyegg/ VWO/ Google Optimize/Optimizely/ Hotjar will be procured by Customer separately

Get your
Free CRO Maturity
Scheduled Today
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Thank You
+91 99099 22247
hello@tatvic.com

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