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    The Missed Opportunity: Why the ‘Obvious’ Change Deserves a Test

    As an optimisation agency, we often champion the mantra:

    “Test everything!”

    But what does “everything” mean?

    Well? Pretty much everything.

    Why? There is the standard argument which I’ll get out of the way… if you’ve been in testing long enough, you’ll have countless stories where the “obvious” solution produced completely unexpected results. Even when confidence in a variant is high, the results often defy assumptions, reinforcing the notion that implementing without testing carries a business risk. And yes, risk mitigation is a major reason we advocate for testing.

    Testing safeguards your business in several ways:

    • Brand-driven changes: Ensuring updates don’t disrupt the customer journey.
    • Budget measures: Measuring the impact of removing or investing in functionality and/or development.
    • Non-funnel metrics: Exploring opportunities to influence metrics like engagement or loyalty while maintaining conversion.

    But here’s the thing: testing isn’t just about risk mitigation or incremental gains. When decisions are reduced to a binary view of risk vs. reward, we lose sight of testing’s true purpose: learning about your customer.

    This is where the risk of skipping testing really lies. When a change feels “too small to matter” or “too obvious to fail,” the temptation is to skip testing and go straight to development. While this approach might feel efficient, it overlooks the critical opportunity to learn from customer behaviour.

    The purpose of A/B testing isn’t just to validate decisions. It’s to uncover what your customer values, what motivates them, and what drives their behaviour.

    When a test idea is pushed straight to development, you miss the chance to:

    • Understand why the change succeeded or failed.
    • Identify hidden insights that could influence broader strategies.
    • Leverage learnings for innovative on-site optimisations.
    • Translate findings into other areas of the business, from marketing to product development.

    For example, a seemingly small copy change might not only boost conversions but also reveal deeper insights into how customers perceive your brand or value proposition. These learnings can shape strategies beyond the test itself, delivering long-term value far beyond the immediate impact.

    Testing is not just a decision-making tool – it’s a customer insight engine.

    When we view testing through this lens, we move beyond the black-and-white view of risk vs. reward. Testing becomes about truly understanding your customer, so every decision, whether on-site or beyond, is grounded in data-driven insights about what matters most to them.

    So, the next time a change feels “obvious” or “low-risk,” pause and ask:

    What could we learn about our customers from testing this?

    The answer might surprise you, and drive value in ways you hadn’t anticipated.

    If you want to find out more, take a look at How we Work or drop us a quick message here for a chat. 

    Life, CRO, and Sleepless Nights: Lessons from Paternity Leave

    Having recently returned from a wonderful four weeks of paternity leave, I’ve been reflecting on the parallels between my new role as a parent and my professional world of CRO (Conversion Rate Optimisation). Sleep deprivation tends to bring clarity in unexpected ways!

    Caring for a baby and CRO have surprising similarities – stay with me.

    If your baby isn’t sleeping, neither are you. You’ll try anything to help them sleep better. But where do you start? Naturally, our modern ‘go to’ is a broad Google search for ‘tips to help your baby sleep’ which did indeed yield some useful articles, like this helpful article from NCT.

    But the questions remain – is it the room temperature, their clothing, the lighting, or the bed they’re sleeping in? The list of potential variables is endless.

    Sound familiar?

    Much like CRO, when faced with endless variables, the key is to test.

    You make small adjustments from night to night and observe the results. Did that change improve their sleep? Great, stick with it. If not then try something else. But just like in CRO, you can’t change too many things at once or you’ll never know what actually worked.

    One night, as I sat rocking my newborn daughter at 3 a.m., it hit me: my life as a parent is one giant series of experiments, just like CRO. Most of life, really, is about small, controlled (well, semi-controlled) tests to optimise and improve how we live.

    Here are some everyday examples:

    • If your train makes you late for work—you test taking a different train.
    • If you’re hungry before lunch—you test eating a different breakfast.
    • If your grocery bill is rising—you test shopping at a different supermarket.
    • If your curry was too spicy—you test using less chili next time.
    • If you had bad service with a company—you test a competitor.

    Many of these seem like ‘no-brainers’. But until you make the change and see the results, you can’t be sure. And often, you’ll need to iterate, continually making adjustments until you find the right solution.

    It’s the same with your website.

    If your website isn’t working as you’d like or failing to hit its KPIs, why would it be any different? Testing, tweaking, and refining – bit by bit, step by step – is how you improve performance. It’s no different from rocking a baby at 3 a.m., hoping you’ve finally cracked the code to a better night’s sleep.

    And if you’re still struggling? Just like hiring a sleep consultant for your baby (trust me, it works), you might need an optimisation expert to help your website thrive.

    At Conversio, we’re your website’s sleep consultant. If you’re unsure where to start or aren’t getting the results you want, give us a call. Let’s make your site ‘sleep through the night’ or, more importantly, hit your targets.

    If you want to find out more, take a look at How we Work or drop us a quick message here for a chat. 

    Conversio Celebrates B Corporation Certification

    London, 17th September 2024 – Conversio is proud to announce that it has officially certified as a B Corporation, joining a global community of companies that meet the highest standards of social and environmental performance, accountability, and transparency.

    About Conversio

    Conversio is a leading conversion rate optimisation (CRO) agency dedicated to helping businesses enhance digital performance through data-driven insights and tailored strategies. By combining in-depth analytics with a focus on customer experience, Conversio maximises the effectiveness of web experiences to drive user engagement and measurable growth for clients. With a commitment to honest transparency, sustainability, and innovative solutions, Conversio continuously adapts to evolving market trends to deliver impactful, long-term results. Their team is passionate about using optimisation to not just boost sales, but also make a positive social and environmental impact.

    For more information, visit Conversio.

    What It Means:
    B Corporation certification reflects Conversio’s commitment to balancing profit with purpose. As a B Corp, we’re dedicated to using business as a force for good, ensuring that our work positively impacts people and the planet. We have many exciting initiatives to announce in the coming months. 

    Why We Did It:
    “Our motivation has always been about more than just growth,” said Paul Wilkins, Co-Founder and Director of Strategy. “We want to build a company that not only delivers outstanding results for our clients but also contributes to a better, more sustainable world. Becoming a B Corp solidifies that commitment.”

    “As leaders in our sector, this B Corp certification is especially exciting because it’s new territory for our industry,” said Andy Chittock, fellow Co-Founder and Director of Insight. “We’re integrating impact outcomes into our delivery model and service metrics, creating real value for our clients while driving positive change. It’s about reshaping the way we measure success—looking beyond traditional KPIs to include social and environmental outcomes as part of our core offering.”

    How It Happened:
    The certification process involved a rigorous assessment of our social and environmental impact, from how we treat our employees to how we minimise our carbon footprint. After months of dedication, we’re proud to say that Conversio has met B Lab’s strict criteria and earned the certification.

    Moving Forward:
    As a B Corp, we’re excited to continue pushing the boundaries of what it means to be a responsible business. Paul Wilkins adds, “This certification is a milestone, not a finish line. We’re committed to ongoing improvement and creating value for all our stakeholders.”

    For more information, visit www.conversio.com

    Media Contact:
    hello@conversio.com
    +44 (0)20 7971 1140

    Beyond the Bottom Line

    In the complex ecosystem of business, there’s a movement stirring, urging us to redefine success beyond the traditional realms of profitability and growth. This is where the conversation about corporate social responsibility and sustainability historically enters. Yet, there’s still an untapped potential, a strategy that merges financial success with tangible, measurable impact on the greater good of society.

    In this article, we explore the question: How can we mobilise CRO for good?

    Rethinking Conversion Rate Optimisation

    At first glance, Conversion Rate Optimisation (CRO) is a formidable weapon in any marketer’s arsenal, precisely testing and tuning customer experiences to drive more sales. It’s a numbers game, where incremental improvements can spell the difference between a thriving business and a shuttered shop. However, when we take a step back and reevaluate, CRO is so much more than mere experimentation and data analysis; it’s the art of crafting a winning narrative and user experience through seamless, intuitive interactions that guide consumers from curiosity to commitment.

    From this perspective, we can redefine CRO beyond the discrete act of merely boosting sales and posit it instead as a tool to engineer behavioural change on a larger scale. After all, it’s not just about what people buy, but also about how we can generate brand loyalty and channel intention to create real, measurable social and environmental impact.

    Measurable Impact on Society and the Planet

    So how do we quantify ‘good’ generated by CRO?

    This involves a strategic pivot within a company’s ethos. It’s not just about aligning with good causes and donating percentages of profits (although that too should be lauded!). It’s also about putting social and environmental responsibility at the very heart of business operations. Imagine each design tweak, every copy edit, every UX improvement carrying the weight of a meaningful contribution. Whether through education, transference to clean energy sources, or reforestation efforts. It’s an audacious vision but one that, with the right focus, is within reach for every business. Even the smallest of start-ups.

    When a CRO agency pivots to incorporate meaningful contributions through its work and capabilities, it isn’t charity work. It’s a business decision that yields tangible returns on investment – in energy, in education, in people – where alongside increased client revenue and insight, the metrics of success are lives changed and environments protected. This approach aligns not only with the ever increasing moral awareness of our society but also with the emerging consumer values; people don’t just buy products, they buy into the mission and ethos of the brands they choose to affiliate with. Increasingly, buyers are looking for meaning beyond merchandise.

    Holistic Approach to Business and Life

    Mobilising CRO to go beyond the bottom line can have profound implications for your team. Morale skyrockets when employees see that their day-to-day work is affecting positive change. Each job, no matter how small, suddenly carries a significant weight of purpose blurring the line between professional and personal, reminding your team that their work holds the power to influence real, positive change in the world.

    The ripple effects of this mindset are immeasurable. Employees become authentic stewards of the company mission, brand advocates enfranchised in the outcomes of their work who believe in the values their company encompasses. This unity of purpose can transform a company culture, fostering an environment where innovation and professional passion coalesce to serve a greater good.

    Leading the Charge: Galvanising Collaborations

    Eventually it is likely that success with CSR policies will transcend the individual company and become an industry norm, starting an incredible chain reaction. Agencies in the same space begin competing, not only on the basis of profit but on the scope and depth of their societal contributions. It’s a race to the top, a surge towards an economy where success is measured not just by the bottom line, but by the direct impact on people and the planet.

    Business leaders that champion this cause are not only pioneering a new chapter in corporate history; they’re forging pathways to long-term sustainability for businesses of all sizes. The networks and partnerships formed within such a movement are hubs of innovation, hatcheries for concepts and ideas that can revitalise businesses, industries, services, and communities alike.

    A New Business Paradigm

    The call to action is clear. In the present and future business landscape, profitability must coexist with societal and environmental well-being. Conversion Rate Optimisation is a potent avenue to drive this duality, unifying the quest for success with the responsibility to give back.

    By deploying our expertise not just for revenue growth, but for cultivating a legacy of impact, we can effect measurable change that reverberates far beyond our balance sheets.

    Where do we go from here?

    The call to action is clear. In the present and future business landscape, profitability must coexist with societal and environmental well-being. Conversion Rate Optimisation is a potent avenue to drive this duality, unifying the quest for success with the responsibility to give back. But talk is cheap…

    So, what are we doing to get started?

    1. Building a new, low carbon website following digital sustainability guidelines, not least hosting our site to be powered by renewable energy (quick win alert!)
    2. Working to develop new service offerings and package models that can make a real impact on improving performance whilst reducing carbon emissions.
    3. Registering as a B Corporation verified by B Lab as a commitment to meeting high standards of social and environmental performance, transparency, and accountability.
    4. Partnering with charitable causes Beam and Ecologi to introduce scalable, starter initiatives that align with our team ethos and offer opportunities to make a real and meaningful impact on the ground.
    5. Appointing a ‘Charity of the Year’ to support by donating our own time, helping to build relationships and further their cause using our skills and professional expertise.

    There you have it. If any of this resonates with you then reach out and start the conversation. We are a friendly bunch and we not only boost conversion rates but also make a lasting impact on the world.

    After all, isn’t it time we showed that businesses can do well by doing good?