What Is CVO?

CVO stands for Customer Value Optimisation and is a far more holistic approach to improving website performance versus CRO; instead of focusing on improving a single metric (conversion rate) we carefully analyse how to improve the overall customer experience in all areas, by prioritising customer satisfaction and addressing key customer anxieties.

The ultimate aim of CVO is to improve the lifetime revenue (and profit) generated by every customer coming to your site; those improvements often can (and will) be spread across many performance metrics.

Our holistic approach to CVO means we’re not just focused on a single metric of conversion rate; we’re instead taking a full overview of how we can improve revenue and profit for your business.

For example, if conversion rate dropped slightly, but AOV improved significantly, the impact on overall monthly revenue would be very significant:

The above is a very simple example, but it does serve to highlight the importance of not focusing on just a single metric like conversion rate in isolation.

CVO can also extend to other areas not measurable directly through on-site metrics. For example, an ecommerce fast fashion brand might typically have a returns rate of 60%. If we can implement changes on site that reduce that rate to 40%, that’s potentially massively impactful to the overall bottom line of the business, but that change wouldn’t reflect directly in measurable on site metrics.