In CRO, teamwork is indispensable. Different people, often with completely different backgrounds, must work together to achieve the same goal: a successful CRO program. You can buy the best CRO tools, hire the best people and still fail if there is no real team. Good collaboration produces the best results.

This assumption was proven during the collaboration between Zoover and Online Dialogue. To get Zoover's CRO program going, the two CRO teams (from Zoover and Online Dialogue) were paired up. Many meetings, parties and ping-pong sessions later, Zoover's team is independently running a successful CRO program.

Conversion Optimization = Teamwork

CRO involves many different disciplines. A good CRO team includes an analyst, project lead, psychologist, designer and a developer. The goal of the cooperation between Zoover and Online Dialogue was always to have Zoover eventually run a successful CRO program independently. So the first thing that needed to happen was a full CRO team. The members of this team from Zoover were immediately paired with their "counterparts" from Online Dialogue.

Before you start testing, it is important to have a good picture of your customers and what behavior they exhibit on your site. Therefore, prior to working together, we juxtaposed all possible data sources and data to get a good overall picture of the Zoover user. Where do visitors get stuck on your site? What behavioral components are being addressed at this specific point? And in what ways could you influence this behavior? The answers to these questions form the basis of your testing program.

Outsourcing

In the first phase, Online Dialogue took the lead with testing, with Zoover's team watching along step by step. How do you set up hypotheses? How do you arrange prioritization? How do you turn a hypothesis into a test? How long do you run a test? How do you analyze the results? And how do you use the findings in new tests? This first phase is also called the outsourcing journey called, where the entire responsibility was outsourced to Online Dialogue and Zoover could learn in the lee.

We do it together

Subsequently, the co-sourcing process, with Online Dialogue handing over half of the responsibilities to Zoover. When Zoover did the pre-analysis, someone from Online Dialogue did the hypothesis and someone from Zoover did the design and vice versa. This cross-pollination ensured that Zoover learned the process of a thorough CRO program at lightning speed.

In addition to "learning by doing," all of Zoover's team members attended a consumer psychology training designed specifically for them. During the training they received information about the brain, system 1 and system 2 thinking, all persuasion techniques and how to turn behavioral data into workable hypotheses.

Insourcing

Once we reached the point where each Zoover team member felt comfortable with the responsibilities of his or her own role, we began the insourcing phase. During this phase, Zoover team members took charge of the entire optimization process. Online Dialogue did remain keenly attached to provide guidance and experience. We soon noticed that the analyses and designs needed little help. However, support was still needed in steering the various tests and the psychology behind them.

"Within 3 months there was a testing process with a vision and we were able to identify patterns with the team and build on them." - Elroy van Ouwerkerk

Time to leave the nest

Through close cooperation and lots of communication, we noticed that Zoover could do very well on its own, and that is what eventually happened: there is a fantastic team with substantively strong team members and a dedicated project lead. And the results achieved by Zoover's conversion team are now spreading to the team at WeatherOnline. In short, a wonderful collaboration that delighted everyone and made a real impact on Zoover.