Maximizing Testing Velocity: Strategies to Supercharge Your CRO Efforts

So, how many A/B tests do you run in a month?

And how about in a year?

If you’re like most SaaS companies, you are probably somewhere between “not enough” and “we could do more.” If you aren’t spending much time and effort on your CRO testing programs, you’re leaving money on the table.

Now, here’s the real kicker: while you and your team meticulously plan each test and celebrate small wins, your competitors might be running 5x, 10x, or even 20x more experiments.

Every test they run is another opportunity to improve conversion rates, while your carefully crafted but sparse A/B testing program moves slowly.

The results? Lower conversion rates, missed revenue opportunities, and a gap between you and market leaders who have mastered high-velocity testing.

But here’s the good news!

Ramping up your testing velocity program isn’t just about moving faster – it’s about building a systematic approach that turns your CRO program into a predictable revenue engine. This is especially crucial when optimizing your entire conversion funnel.

At Vakulski-Group, we help SaaS companies tackle these challenges by providing actionable strategies to optimize user experience and improve conversion rates for good. Our data-driven CRO services will help you increase conversions at every funnel stage, identifying gaps and opportunities for optimization so you can level the playing field with your competitors.

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Here’s a brief guide on everything you need to know about A/B testing velocity along with some proven strategies to increase your testing velocity while maintaining quality and statistical significance.

What is Testing Velocity?

Testing velocity is a metric that measures the speed and frequency at which you conduct A/B tests on your website or product. In simpler terms, velocity testing is the number of experiments you can run simultaneously or within a specific timeframe, like a month or quarter.

It is one of the three crucial factors that determine the success of your CRO program.

Think of it as a benchmark – the faster and more consistent it is, the more insights you can gather and the quicker you can improve your conversion rates.

However, testing velocity isn’t just about running as many tests as possible. It’s about finding the sweet spot between quantity and quality, where you’re running enough tests to make a meaningful impact while ensuring each experiment is well-designed and statistically valid.

This includes everything from simple button color changes to complex user flow modifications, all aimed at understanding what drives better user engagement and conversions.

For instance, let’s say a company runs two tests a month focusing on major page redesigns, while a second company runs 15 smaller tests to evaluate individual elements like headlines, images, call-to-action buttons, and so on.

Now, both approaches are good, but higher testing velocity generally leads to faster learning and more opportunities for optimization.

Remember that test velocity can be used as a benchmark, but you shouldn’t rely on this metric solely to determine the success of your CRO program.

How to Calculate Testing Velocity?

Testing velocity can be calculated in several ways, but the most common method is to measure the number of tests/experiments run within a specific time period. The basic formula is:

Testing Velocity = Number of Tests / Time Period

However, you should also consider other factors like:

• Concurrent tests running at any given time
• Average test duration
• Number of unique pages or elements being tested
• Number of variations being tested

For instance, let’s say your team runs 20 tests over a quarter (three months), your current testing velocity would be 6.67 tests per month. But if these tests included multiple variations and ran across different pages, your effective testing velocity might be higher.

Some companies also consider factors like the complexity of tests and the size of the audience exposed to each experiment to get a more comprehensive view of their testing capacity.

Why is Testing Velocity So Important?

Testing velocity is a crucial metric that helps you determine how many tests you can conduct, assess your testing bandwidth against resources available, and find ways to boost your ROI. It directly impacts your ability to learn and improve your conversion rates.

The more tests you run, the more opportunities you have to identify gaps in efficacy and implement positive changes to drive meaningful results. This creates a compounding effect – each successful test builds upon previous wins, which can lead to exponential growth in your conversion optimization efforts.

Higher testing velocity helps you:

• Reduce the risk of each test by spreading your efforts across multiple experiments
• Identify winning variations faster using frameworks like the LIFT model along with others
• Track and improve feature adoption rates faster and more effectively
• Stay ahead of competitors by constantly improving your user experience
• Boost net revenue retention (NRR) through continuous optimization
• Generate more accurate data about user preferences and behaviors
• Adapt quickly to ever-changing market conditions and user expectations
• Accelerate your learning curve about what works best for your target audience

Consider this: if you run only one test a month and it fails, you’ve lost an entire month of potential improvements. But if you run 10 tests a month, even with the same success rate, you’re likely to find multiple winning variations that you can implement to drive growth.

This is why big companies like Amazon and Google run thousands of tests every year. They know that higher testing velocity is a key driver of continuous improvement and sustainable growth.

How to Increase the Testing Velocity – Best Practices

Speeding up your testing velocity does not necessarily mean you have to start from scratch. The best way to increase the testing velocity is to optimize your current testing strategies.

Here are some proven strategies to ramp up your testing velocity and take your testing efforts to the next level:

1. Organize, Gather, and Document

Follow a structured approach to test management by organizing and gathering as much data as you can on your tests. Organizing may not seem significant daily, but it helps make things easier. Create a centralized knowledge base that includes test hypotheses, results, and learnings.

Implement a standardized test format that captures and documents all the key information such as test objectives, variations, target audience, and results.

Develop templates for regular reporting that highlight key metrics and insights. Set up a system for quick dissemination of test results to stakeholders.

This systematic approach ensures that valuable insights aren’t lost, enables quick decision-making, and helps build institutional knowledge that can inform future tests. This makes it easier for you and your team to conduct tests at any time.

2. Build a Robust Testing Pipeline

A well-structured testing pipeline is the foundation of high-velocity testing. Start by creating a centralized idea backlog where team members can contribute to test hypotheses.

Implement a scoring system like the RICE scoring model to prioritize tests based on potential impact, ease of implementation, and available resources.

You need to prioritize testing ideas. Do not focus on tests that require much effort because then you won’t have time to run many tests.

Use product management tools to track test progress and document your learnings. Set up regular pipeline review meetings to ensure there’s always a queue of pre-validated test ideas ready for implementation. This will help prevent delays between tests and keep your testing program running smoothly.

3. Streamline Test Implementation

Ideation and proactiveness are crucial in a high-velocity testing program. Reduce bottlenecks by creating reusable testing templates and standardized code snippets for common test types. Develop a testing framework that allows you to quickly implement new variations without the need for extensive custom coding.

Train your team on best practices for QA and cross-browser testing. This makes sure you’re not running a test that will likely cause a breakdown in the checkout process. Make sure you always maintain a high degree of accuracy and produce reliable findings.

Consider implementing a modular testing approach where common elements can be easily modified and reused. This standardized QA process can dramatically reduce the time from ideation to live testing while maintaining code quality and reducing errors.

4. Run Parallel Tests

Instead of running tests sequentially, develop an infrastructure to run multiple tests simultaneously across different pages or user segments. This is particularly effective when conducting cross-browser and cross-device tests.

Create a testing calendar that accounts for traffic distribution and potential test interactions. Invest in SaaS analytics tools and platforms that support concurrent testing and automated results tracking.

Document rules for test separation and interaction effects.

This parallel testing approach can multiply your testing capacity without compromising statistical validity or user experience. It also helps remove the testing bottlenecks and minimize the risk of ongoing quality visibility.

5. Automate Reporting and Analysis

Analyzing and reporting your data manually can create bottlenecks in your testing program. Implement automated reporting systems that track key metrics and generate results in real-time. This allows you to save significant time you spend on menial tasks.

Create standardized dashboards that quickly show significant results and potential issues. Set up automated alerts for test completion or when statistical significance is reached.

Manual testing is not fast and efficient enough to push velocity anywhere close to the levels it should reach to succeed in this ever-evolving competitive landscape.

Automation not only reduces significant time spent on manual analysis and reporting but also enables faster decision-making that allows you and your team to focus on strategy and implementation.

6. Create Cross-Functional Testing Teams

Break down silos by creating dedicated cross-functional teams that include developers, analysts, designers, and product managers – all working together on the same goal.

A cross-functional team has the right mix of skills and perspectives to build and deliver value to their customer, ultimately fostering innovation and creativity at work.

Establish clear roles and responsibilities within the team based on each member’s unique set of skills and experience. Implement agile methodologies for test planning and execution. Set up regular stand-ups to quickly address blockers and share learnings.

Empower team members to make decisions within their domain of expertise.

This collaborative approach reduces handoffs, speeds up decision-making, and enables faster test implementation and iteration.

7. Implement Automation for Test Creation

Automation isn’t just for reporting – it should be implemented throughout your testing lifecycle. You can implement automated systems for creating, deploying, and monitoring tests.

Use tools that can automatically generate test variations based on predefined parameters, such as headline formulas or image variations. Develop automated quality checks that can validate test setup before launch.

What else? You can create automated workflows that handle traffic allocation and sample size calculations.

This comprehensive approach can significantly reduce manual work, minimize human error, and accelerate the testing cycle from ideation to completion.

8. Take Approval from Stakeholders Early On

Delays in sign-offs can push test launch dates back, which reduces the number of tests you can run in a given period. Engage the stakeholders as early as possible to ensure they understand the purpose and expected impact of tests.

Approvals from stakeholders, especially from executives, product managers, developers, or legal teams, can often be a bottleneck.

Establish a streamlined process where all necessary sign-offs happen at specific milestones rather than ad hoc. Present clear hypotheses backed by concrete data to make approvals easier and faster. This way you can eliminate a major roadblock, ultimately increasing the number of tests you can run.

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Analytics Implementation

Level up your analytics to track every funnel step with precision and drive better results

Data Analysis

Uncover actionable insights and optimize every step of your business journey

CRO

Unleash the power of CRO and run experiments to boost conversions and revenues.

Contact Us

Over 90 satisfied clients & counting

What Should You Also Consider About Testing Velocity?

While increasing testing velocity is important for growth, it’s crucial to balance speed with other key factors that influence the success of your optimization program. Here are some critical considerations to keep in mind:

• Statistical Significance vs. Speed

Rushing to conclude tests before they reach statistical significance can lead to false positives and misguided optimizations. Always ensure that your tests run long enough to gather sufficient data, even if you have to run fewer tests. Remember that fewer well-executed tests with meaningful results are more valuable than many inconclusive ones.

• Time-Based Impact

You may need to adjust your testing velocity strategies based on seasonal traffic patterns, marketing campaigns, or business cycles. For instance, during peak season, you might need to slow down testing to avoid disrupting critical revenue periods. Plan your testing calendar accordingly.

• Resource Allocation and Team Burnout

Higher testing velocity means more resources – both human and technical. Be mindful of your team’s capacity – do not push for higher velocity at the expense of your team’s well-being. Monitor your workload and make sure your team has adequate time for analysis and reflection between tests.

• Quality of Test Hypotheses

Do not sacrifice the quality of your test hypotheses just to maintain high velocity. The idea behind a high-velocity testing program is that quality is much more important than quantity. Each test should be based on solid data, user research, or past learnings. Poor hypotheses can waste resources and provide misleading results, regardless of how quickly you can implement them.

• Technical Debt

Rapid testing can sometimes lead to accumulated technical debt if winning variations aren’t properly implemented into your codebase. This can lead to long-term issues. Develop a process for clean implementation of winning tests and regular code maintenance. Consider scheduling periodic “clean-up sprints” to address technical debt.

• Time Between Tests

Allow enough time between tests to properly analyze results and integrate learnings into your testing strategy. High velocity shouldn’t come at the expense of missing valuable insights that could inform future tests. Schedule regular review sessions to discuss test results and update your testing roadmap.

• Cross-Device and Browser Compatibility

As you increase testing velocity, maintaining through QA across different devices and browsers becomes more challenging. Your testing process should have adequate time for cross-platform verification and bug fixing. You can use automated testing tools to help maintain quality.

Always keep these factors in mind in your pursuit of higher testing velocity. Remember, the goal is not just to test more, but to test more effectively and efficiently.

Final Takeaways

Testing velocity is more than just a metric – it’s a fundamental shift in how you approach optimization. By now you’ve understood that increasing testing velocity isn’t just about running more tests faster; it’s about building a systematic, scalable approach to experimentation that drives consistent growth.

It’s one of the best things you can do to increase the ROI of your testing program. The journey to higher testing velocity requires careful balance.

It’s a gradual process that requires continuous effort, but the rewards are worth the effort. Focus on gradual improvements rather than trying to transform everything overnight.

Remember that every organization’s path to higher testing velocity will look different. Start by assessing your current testing capacity and identifying your biggest testing bottlenecks. Implement the strategies accordingly that make the most sense for your team.

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