Our approach

Whether it’s CRO, UX Research or Personalization, everything we do at Conversion is designed to help you make better decisions. You’re making hundreds of decisions a month. It’s our mission to help you make each of them with greater confidence. We know the cumulative impact of hundreds of better decisions can quickly become exponential.

No matter the decision you’re trying to make, we see decision making as a 3 stage process – first you Strategize, then you Measure, and finally you Decide. We use this 3-stage approach to structure how we design all of our products and services, to ensure we’re adding value at each stage and that you have the support you need at every step.

Frameworks and activities

Within each of the 3 stages we continue the modular approach and break them down into the key Activities required to complete them. Since our earliest projects over 16 years ago we’ve put significant emphasis on refining the strategic ideas and thought-processes that separate good from great in optimization. We’ve refined and condensed this playbook of strategic thinking into a collection of Frameworks that power the Activities at each stage.

Frameworks and activities

Within each of the 3 stages we continue the modular approach and break them down into the key Activities required to complete them. Since our earliest projects over 16 years ago we’ve put significant emphasis on refining the strategic ideas and thought-processes that separate good from great in optimization. We’ve refined and condensed this playbook of strategic thinking into a collection of Frameworks that power the Activities at each stage.

Frameworks

Frameworks are the unique systems and mental models we’ve developed that we know work consistently and universally. Each Activity has at least one supporting Framework that describes how we approach that Activity, and why. We design our frameworks to be simple to follow and implement, so that they’re easy to adopt and quick to demonstrate their value. When you work with us you get access to our proprietary Frameworks used by many of the world’s largest and most advanced organizations.

Activities

Activities are the familiar building blocks of optimization projects such as building a strategy, designing an experiment or running a user research study. When you work with us we’ll sit down and design the project to include the most valuable combination of Activities in each stage. We apply the same principles of experimentation, to iteratively test and learn, to optimize every part of what we do. We are always looking for ways to make Activities leaner, more flexible to suit different situations, and more automated to deliver more value for less.

Select Service

Advanced conversion rate optimization

User experience research (UXR)

Personalization

Our frameworks

Strategize

Lift Model

A framework for analyzing web and mobile experiences and developing A/B test hypotheses. Today, it is the go-to conversion optimization framework for leading companies around the world.

PIE

To prioritize A/B test target areas. In other words, designed to answer the question: “Where should I test first?”.

EASIER

The EASIER scoring system not only helps determine the best hypotheses to prioritize, it also helps to reduce fallout around idea ownership.

Score

Our framework for enabling prioritisation first at a strategic level, reducing the need to prioritise individual experiments.

PACET

A scaling strategy for experimentation programs that highlights 5 pillars

Experimentation Framework

Our framework that encapsulates the key buildings blocks of a successful experimentation program and how to translate this into a strategy.

Risk Profile

Our framework for managing your level risk appetite within your experimentation program and the experiments you run.

Personalization Framework

Our framework for enabling prioritisation first at a strategic level, reducing the need to prioritise individual experiments.

Levers

Our framework for categorising the factors that influence user behaviour, and leveraging this categorisation to enable meta-analysis of your program’s performance.

Measure

Psych Principles

Our tagging framework for labelling experiments with the psychology principles that explain their persuasive strategies.

Change type

Our tagging framework for labelling experiments with the UX component being impacted by the experiment execution.

Hypothesis Framework

Our structured approach to writing an effective data-backed hypothesis, and separating this from the execution.

Mixed methods

Intricate process in which different methodologies are combined to generate different types of insights. Some of these techniques are quantitative in nature, like A/B testing, and some are qualitative such as certain UX Research

Decide

Explore, exploit, fold

Our strategic framework for evolving the levers within an experimentation program based on their performance.

Execution iteration

“Use our test and learn approach to develop new ideas for experiments and research to grow your organization”

Lift Model

A framework for analyzing web and mobile experiences and developing A/B test hypotheses. Today, it is the go-to conversion optimization framework for leading companies around the world.

PIE

To prioritize A/B test target areas. In other words, designed to answer the question: “Where should I test first?”.

EASIER

The EASIER scoring system not only helps determine the best hypotheses to prioritize, it also helps to reduce fallout around idea ownership.

Score

Our framework for enabling prioritisation first at a strategic level, reducing the need to prioritise individual experiments.

PACET

A scaling strategy for experimentation programs that highlights 5 pillars

Experimentation Framework

Our framework that encapsulates the key buildings blocks of a successful experimentation program and how to translate this into a strategy.

Risk Profile

Our framework for managing your level risk appetite within your experimentation program and the experiments you run.

Personalization Framework

Our framework for enabling prioritisation first at a strategic level, reducing the need to prioritise individual experiments.

Levers

Our framework for categorising the factors that influence user behaviour, and leveraging this categorisation to enable meta-analysis of your program’s performance.

Psych Principles

Our tagging framework for labelling experiments with the psychology principles that explain their persuasive strategies.

Change type

Our tagging framework for labelling experiments with the UX component being impacted by the experiment execution.

Hypothesis Framework

Our structured approach to writing an effective data-backed hypothesis, and separating this from the execution.

Mixed methods

Intricate process in which different methodologies are combined to generate different types of insights. Some of these techniques are quantitative in nature, like A/B testing, and some are qualitative such as certain UX Research

Explore, exploit, fold

Our strategic framework for evolving the levers within an experimentation program based on their performance.

Execution iteration

“Use our test and learn approach to develop new ideas for experiments and research to grow your organization”

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