People & Skills

 

Building your

Optimization Dream team

 

@guido | x@gui.do

 

#3XEDigital

Guido

Cognitive psychologist

Building global optimization teams

building Optimization teams

 

Where do we start?

What (fancy) tools do we need?

How do we grow(th hack)?

How do we prioritize tests?

 

Who's going to do this...

...and what skills do they need?

People & Processes are

Crucial

to your Continued Success

This area focuses on the variety of disciplines a business has in its digital team and its investment in multi-skilled individuals to implement an intelligent conversion optimisation strategy.

 

Skill sets include: user research, UX design, web development and data science.

People & Skills

 

L1: Beginner

5 levels:

L2: Aspriring

5 levels:

L3: Progressive

5 levels:

L4: Strategic

5 levels:

L5: Transformative

5 levels:

People & Skills

at each level

Teams

Beginner

Aspiring

Progressive

Strategic

Transformative

Single person

One person leading optimization efforts accross teams/departments

 

Single team focussed on online optimization

 

 

Integration with teams from all channels/ departments

 

 

Multiple agile CRO teams

+

specialized umbrella teams

After stage 3:

Stand-alone CRO Team(s) supporting the rest

of the organization

Experimentation embedded in product teams, supported by
"CRO center of excellence"

These are not separate stages,

it's a continuum

Team roles / Skills

Level 2+

The Executive Sponsor

aka
SHIT UMBRELLA

Level 1: the "lone nut"

No CRO job title

Really enthusiastic about the possibilities

Level 2

 

CRO Master /

Growth Hacker

UI/UX Designer

Frontend

Developer

CRO Master / Growth Hacker

 

Source: GrowthTribe Academy

Level 3

 

Traffic

UX Research

Content

Specialist

Tester

Level 4

 

Data Analyst

Data Specialist

Behavioral Analyst

Level 5

 

Multiple

Teams

Experienced
Lead strategist

Data visualization specialist

Statistician

team roles / skills

Beginner

Aspiring

Progressive

Strategic

Transformative

Lone Nut

CRO Master

UI/UX Designer
Frontend developer

 

 

UX Researcher

Content specialist

Tester

 

 

Data analyst

Data specialist
Big Data analyst

Behavioral Analyst

Team managers
Statistician
Data vis. specialist

 

Roles can be combined

(especially in the beginning)

Supporting Departments

 

Business

Sponsor

(shit umbrella)

Customer Support

Traffic team

Marketing

(Backend) Development

Optimization Team

Finance

Big Data

Your next steps

cromaturityaudit.com

bit.ly/CROmaturitymodel

Upcoming Udemy course

"Becoming and developing a Customer Centric Business"

GUI.DO/hireme

Guido Jansen

slides: gui.do/3xe

@guido | x@gui.do


#3XEDigital

People & Skills: Building your Optimization Dream Team

By slidescom@gxjansen.com

People & Skills: Building your Optimization Dream Team

Presentation for 3XE Conversion Conference in Dublin on Februari 14th, 2019.

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