CRO at Beter Bed

What development has Beter Bed undergone in recent years in the field of CRO?

Jaap: “I started at Beter Bed six years ago in a generalist role as a webshop optimizer. At that time, the e-commerce team consisted of only five people. There was a focus on testing within the team, but the task package was too large for that small group to have a structural character in the organization.

Four years ago, it was decided to expand the online department and to insource expertise. In this, I was given the role of UX/CRO specialist. Initially, I mainly bore that title, but I had to wind down my other tasks to be able to focus on this new role. Now the department is fully staffed and UX/CRO has become a permanent part within the e-commerce team. Over the past years, we have built an increasingly well-structured and secured test culture.”

What do you want to achieve in the coming years?

Jaap: “In a retail organization, the focus is mainly on achieving commercial objectives. Most tests are therefore also aimed at this goal. But there is also much to be gained in improving processes for a better customer journey and efficient working method within our company. We have grown enormously in CRO. From testing ad hoc ideas to a data-driven approach where we let figures determine our priorities.”

What are the successes and how do you celebrate them?

Jaap: “Every test is a success! Even a losing test. We actually celebrate the result of every test we do. We want to know which ideas add value for the customer and the organization. But we are also pleased when losing tests prove us wrong in company blindness. By sharing results internally, we show that even the smallest ideas can lead to great results. Online Dialogue gave us a beautiful gong that we ring with every winning test. So no one can miss this joyful news.”

What are the pitfalls and challenges of CRO at Beter Bed?

Jaap: “A pitfall is that you mirror yourself to the competition and start copying them. This often does not yield the desired result. It is never a waste of time, but if you rely on your own strength you often come up with better ideas. Generating ideas takes time, but it also yields a lot. In the hustle and bustle of everyday life, a brainstorming session is sometimes seen as a time-consuming activity. A pity, because it is precisely at such moments that you can make a difference as a company compared to your competition.”

What do you dream of in the field of optimization?

Jaap: “You often focus on the channel on which you test when optimizing. However, it is much more powerful to test your process throughout the chain. This often makes setting up a test a lot more difficult. But that doesn’t mean you should let yourself be deterred from trying. My dream is that CRO is carried out at an even more strategic level, so that we stand out in a market that is increasingly subject to competition.”