The CRO Framework I've Used at Every Company Since 2015

Stop Testing Button Colors

I've led CRO at companies ranging from scrappy startups to established platforms. The framework I keep coming back to isn't about running more tests — it's about running the right tests in the right order.

The Pyramid

Think of CRO as a pyramid with three layers:

Layer 1: Fix What's Broken

Before you optimize, fix. Broken forms, 404 pages, mobile layout issues, slow pages. This isn't glamorous but it's where the biggest wins hide.

Layer 2: Remove Friction

Map every conversion path. Where do users drop off? Where do they hesitate? Remove steps, simplify choices, reduce cognitive load.

Layer 3: Amplify What Works

Only now do you start running experiments. And they should be informed by data from layers 1 and 2, not by gut feelings about button colors.

The Compounding Effect

Each layer builds on the previous one. Fixing broken flows increases the sample size for friction analysis. Removing friction gives you cleaner signals for experimentation.

Over 12 months, this compounds. I've seen teams go from "we run tests sometimes" to systematic 15-20% quarterly revenue improvements using this exact framework.