{
  "@type": "help_guide",
  "id": "cro-experiments",
  "title": "CRO experiments",
  "kind": "feature",
  "summary": "Nexus reads the client's Google Analytics 4 data page by page and finds the pages with a lot of traffic and few conversions (or low engagement). For each page it writes 3 to 5 test ideas. Each idea has.",
  "aliases": [
    "cro",
    "conversion rate optimization",
    "a/b test",
    "ab test",
    "split test",
    "landing page test",
    "conversion experiments",
    "test ideas"
  ],
  "engine": null,
  "agents": [],
  "related": [
    {
      "id": "search-measurement",
      "page": "https://nexus.effiqs.com/help/search-measurement"
    },
    {
      "id": "website-launch-qa",
      "page": "https://nexus.effiqs.com/help/website-launch-qa"
    },
    {
      "id": "seo-actions",
      "page": "https://nexus.effiqs.com/help/seo-actions"
    }
  ],
  "reviewed": "2026-10-15",
  "sections": [
    {
      "heading": "What it does",
      "key": "what-it-does",
      "markdown": "Nexus reads the client's Google Analytics 4 data page by page and finds the pages with a lot of traffic and few conversions (or low engagement). For each page it writes 3 to 5 test ideas. Each idea has:\n\n- what the numbers show,\n- the hypothesis and the exact change,\n- variant copy in the client's voice: a headline, a call to action and a proof block,\n- the metric that decides it (the share of sessions that convert) and a guardrail metric,\n- how many sessions and days the test needs to show a real difference. Nexus calculates this from the page's traffic; it is not a guess.\n\nThe ideas land in a Google Doc in the client's CRO folder, and each one gets an id.\n\nNexus does not split traffic and does not change the page. A person makes the change in the CMS or in a testing tool such as Optimizely or VWO. Nexus then judges the change: it compares the page's conversion rate for the same number of days before and after the change. That is a before/after comparison, so seasonality and campaigns can move the number too."
    },
    {
      "heading": "Set it up",
      "key": "set-it-up",
      "markdown": "- GA4 must be connected (see the Search Console and Analytics guide).\n- Conversions in GA4 must be marked as key events (a form submit, a demo request, a purchase). With no key events, Nexus picks pages on engagement and says so.\n- Optional: run a visual audit of the page first (see the website launch QA guide). The CRO ideas use that audit when it is on file."
    },
    {
      "heading": "Use it",
      "key": "use-it",
      "markdown": "1. **\"What should we A/B test on the site?\"** Nexus picks the pages and writes the ideas.\n2. **\"CRO ideas for the pricing page.\"** The same, for one page you name.\n3. Make one change live. Your Nexus team then starts tracking it as an experiment.\n4. After the test window: **\"Did the CRO test work?\"**"
    },
    {
      "heading": "Results",
      "key": "results",
      "markdown": "Each experiment ends with one verdict:\n\n- **Helped** or **hurt**: the conversion rate moved, and the move is statistically significant.\n- **No change**: the page got enough traffic to see a real lift, and there wasn't one.\n- **Inconclusive**: too little traffic or too few conversions, a page with no conversions before the change, or a lift that came with a drop in the guardrail metric. A person decides those."
    },
    {
      "heading": "Troubleshooting",
      "key": "troubleshooting",
      "markdown": "- **The message says GA4 isn't readable.** Connect Google for the client, or give Nexus the GA4 property id.\n- **The message says no page falls below the site's average.** Name a page and Nexus writes ideas for it anyway.\n- **The test needs too many days.** The page has too little traffic for a small lift. Make a bolder change, or test a busier page."
    },
    {
      "heading": "Prompts",
      "key": "prompts",
      "markdown": "- \"What should we A/B test on the site?\"\n- \"CRO ideas for the pricing page.\"\n- \"Did the CRO test work?\""
    }
  ],
  "prompts": [
    {
      "text": "What should we A/B test on the site?",
      "tool": "propose_cro_experiments"
    },
    {
      "text": "CRO ideas for the pricing page.",
      "tool": "propose_cro_experiments"
    },
    {
      "text": "Did the CRO test work?",
      "tool": "read_content_experiments"
    }
  ],
  "page": "https://nexus.effiqs.com/help/cro-experiments",
  "markdown": "https://nexus.effiqs.com/help/cro-experiments.md"
}