Host | Aimée Hart, Head of CX at Tryzens Global 

Guest | Sara Berrada, CRO Manager at Puig 

How can you run successful conversion rate optimization (CRO) programs with a lean team? Within such a competitive landscape, CRO has become a key differentiator to drive growth. Yet many brands and retailers are dealing with restrained budgets and smaller teams. 

This challenge of achieving optimization with lean teams is the topic under the spotlight in this video between CRO experts Aimée and Sara, offering insights into how brands can kickstart and sustain effective CRO strategies with limited resources. 

CRO is a skill set, not a skill

Aimée notes that CRO isn’t just one skill – it’s a set of skills that involve collaboration between multiple teams. It requires input from various disciplines to deliver results. Resource constraints and competing priorities can make building a successful CRO program more challenging.  

The key to overcoming this? Prioritization and knowing when to pull in support, whether from in-house teams or external agencies. 

Sara, a seasoned experimentation and CRO manager with over six years of experience, echoes this. Having worked both agency-side and client-side, she’s seen the unique challenges of building CRO programs from the ground up.  

When a new optimization program is introduced, there’s initial excitement as teams hope for quick, transformative wins. Yet it’s essential to establish realistic expectations; CRO is not a silver bullet but a methodical, data-driven process. 

Prioritizing resources in lean teams 

One of the biggest challenges when working with a lean team is the lack of immediate access to specialized resources. Both Aimée and Sara stress the importance of setting up a roadmap and then determining who can help execute it.  

This involves working closely with in-house teams or agencies to ensure the right people are involved at the right stages – whether it’s UX designers, developers, or ecommerce specialists. As Sara points out, getting buy-in early from these key stakeholders is crucial to securing the necessary resources and ensuring the program is prioritized. 

A practical strategy for keeping stakeholders engaged is to involve them in the process from the start. Ideation sessions with cross-functional teams, such as UX designers or developers, not only foster collaboration but also help stakeholders understand the moving parts of a CRO program.  

When stakeholders see the value a CRO program can bring, they’re more likely to allocate resources and contribute to its success. 

Overcoming tooling barriers 

Another common barrier for lean teams is the perceived need for expensive, best-in-class CRO tools. However, as Sara advises, starting with simpler, more cost-effective tools can still deliver significant value. The focus should be on mastering the basics before considering more advanced tools.  

For example, tools like Contentsquare and AB Tasty can provide valuable insights that inform “just-do-it” changes, eliminating the need for complex A/B testing in the early stages. 

When it comes to validating hypotheses, you don’t always need advanced CRO tools. Moderated user testing, for example, is a low-cost, high-value method to gather real customer feedback and identify pain points. This approach can let teams make informed decisions even before investing in more sophisticated technologies. 

Keeping the momentum going 

Once a CRO program is up and running, maintaining momentum and a steady flow of ideas is vital. Sara emphasizes the importance of keeping everyone involved by regularly sharing updates, wins, and next steps. 

In terms of CRO program management, Sara’s team sends out a CRO-specific newsletter, which helps keep the team engaged and encourages ongoing ideation. This gamified approach, where team members are invited to predict the outcomes of upcoming tests, also helps sustain excitement and participation. 

In addition, holding regular ideation sessions with stakeholders helps to keep open a continuous flow of fresh ideas. While not every idea will be possible, it encourages open communication and contribution from all parts of the business, helping to sustain a culture of experimentation and learning. 

Building successful CRO habits 

Sara’s advice for those starting a CRO program with a lean team is this: get into good habits early. By setting expectations, prioritizing tests that offer the most value, and maintaining transparency with everyone involved, you’ll build a strong foundation for long-term success.  

Keeping the excitement alive and the ideas flowing ensures your CRO program continues to scale and deliver meaningful results. 

Whether you’re just starting out or looking to refine your CRO strategy, Aimée and Sara highlight the importance of collaboration, prioritization, and resourcefulness.  

A lean team doesn’t have to mean limited results; by focusing on the right areas, building a cross-functional team with CRO specialists, your program can thrive. Through our conversion rate optimization services, we partner with businesses to maximize their digital potential.

Handling a small team? For more information about CRO best practices, or to speak directly to one of our CRO specialists, get in touch.