Where Does Ascend Fit in Your CRO Process?

Whether you’re trying website testing out for the first time or you’re a seasoned website tester, Sentient Ascend can enhance your ability to test and jumpstart your conversion rate. It can augment your marketing stack, working more powerfully alongside your existing tools, or it can replace your current testing infrastructure entirely as a standalone solution. So where does Ascend fit in your specific marketing stack? That depends on a multitude of factors, and no two businesses are the same.

Ascend Augments Pre-Existing Marketing Stacks

For those firmly ingrained in the testing world, a marketing stack is like a multifaceted suite of tools, and their attitude towards these tools tends to be “the more, the merrier.” These organizations usually have a large amount of resources dedicated to testing, including in-house teams of CRO experts, designers, and developers. The process tends to be standard: using both quantitative and qualitative data, they form hypotheses about what their users actually want and how these desires stack up to website and marketing campaign performance metrics. With these hypotheses formed, designers draft prototype website designs, and developers implement these designs in their testing suite to begin testing. This is where the A/B and multivariate tests begin. Unfortunately, these processes are slow: either they test one hypothesis at a time with an A/B test, or they test them all at once with a multivariate test but wait a very long time until they obtain enough visitors and conversions for statistical significance.

This is where Ascend can fit in their CRO process: Ascend can augment a company’s pre-existing testing system. Because these companies typically perform A/B tests rather than multivariate tests, they usually have a backlog of hypotheses that they want to test, but simply cannot. Ascend allows companies to test all of their backlogged hypotheses at once without the fear of losing conversions because it prunes low-performing websites in real time while focusing traffic on winning designs, which keeps conversions up while finding the best website design. Moreover, Ascend does this with a faster velocity than a traditional multivariate test since it is using AI to evolve website designs from generation to generation rather than testing every single possible variation, which translates to bigger, faster business insights.

Take for example a large telecommunications company that was able to amplify their testing processes with Ascend. This company previously used an A/B testing platform in their CRO suite, averaging about 3–4 tests a month. When they began using Ascend, they initially used it to perform a large number of exploratory tests, amplifying their already existing A/B testing process. But as Ascend began to find better and better website designs, they began performing fewer A/B tests and started to primarily use Ascend for large, full funnel experimentations. Ascend fit seamlessly into their existing testing processes

Ascend as a Standalone Solution

Companies that don’t have the resources to develop a large-scale testing infrastructure are nevertheless tasked with finding ways to increase conversion rates and ultimately increase revenue. Here, Ascend can do wonders as a standalone solution to scale and automate their testing efforts.

Often times these companies will default to A/B testing because they have neither the necessary traffic nor the human resources to conduct a multivariate test that would require them to test all the combinations of their ideas. Luckily, Ascend requires far fewer conversions and visitors than a traditional multivariate test to produce significant results. This allows companies to get more testing results out of their current volume of traffic without having to buy more traffic from sources like GoogleAds. Furthermore, because Ascend automates the prioritization step by redirecting traffic to the highest performing designs, the testing team can then focus on creative tasks such as ideation and creating more targeted testing hypotheses for their experiment.

Ascend can revamp or entirely replace a company’s previous A/B and multivariate testing tools as a singular solution that automates the evolution of their website in real time. Ascend can help companies of all sizes scale their testing efforts without having to hire more resources, offering a cost-efficient solution to website optimization. For example, an affiliate marketing company used Ascend to perform a massively multivariate test in order to lift their conversions. Ultimately, they determined that adding a black border around the search bar and moving deals underneath the subheader resulted in an 18% conversion rate increase. All the company had to do was input their ideas into Ascend, and the rest was taken care of for them.

Ascend Can Help You Get Started Testing

Not all businesses have adopted a website testing, even though it can help drive conversions and revenue. Ascend can help here, too. It’s an automated testing platform, and doesn’t require as much setup as a multivariate test, so a marketing team can easily input a slew of individual ideas, which Ascend can take and combine into possible winners for them. While Ascend might seem like a big leap for a company that doesn’t test yet, it’s just what they need in order to see the true benefit of conversion rate optimization.

Where Does Ascend Fit in Your CRO Process?

Every company is different. While the guidelines and typical cases we elaborated on above might be the case for some companies, every company is unique.

So how can Ascend augment your CRO process? As we mentioned, Ascend can supplant previously existing testing architectures in order to produce a more efficient testing solution for your marketing teams to utilize. Or Ascend can bolster your current testing process, working alongside your A/B testing platform to test your backlogged, smaller ideas in the background, and perhaps spotting a magic design that nets a large conversion lift. Ultimately, Ascend is a versatile solution that can integrate with marketing stacks of all sizes, scaling your efforts and helping you find your winning website design quickly and efficiently.

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