CRO scope and strategy

CRO isn't button-color testing. It's strategic. Focus on highest-impact pages and flows.

Prioritization

• Pages with highest traffic × lowest conversion
• Revenue-per-visit impact potential
• Strategic importance

Don't test

• Small traffic pages (no significance)
• Ideological preferences ('I like green buttons')
• Things your data says are already working

Strategic vs tactical

• Strategic: rebuild pricing page, re-architect onboarding
• Tactical: A/B headlines, CTA copy, images
• Both matter; strategic changes drive bigger lifts