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