The problem
Most CRO programs don’t deliver. Plenty of teams have a healthy backlog and a roadmap but few have the structure to turn that into consistent, compounding returns. That gap is what we call maturity, and it usually stays invisible until someone measures it.
Common patterns we see
Strategy without the structure
A full backlog, but weak prioritisation, so the program drifts from commercial goals.
Tests run on gut feel
Ideas come from opinion rather than research, so the highest value opportunities never get tested.
Technology holding you back
Test ideas get blocked by infrastructure, so the tooling becomes a ceiling instead of an enabler.
Why maturity matters
The gap between an average program and a mature one shows up directly in the numbers. 47% of programs don't have clear goals for what they're trying to achieve. Only 1 in 10 programmes reach the highest level of maturity. Mature programmes are 69% more likely to achieve significant growth. Effective personalisation alone can add 5 to 15% in revenue.
The takeaway isn't that most teams are doing CRO badly. It's that most teams don't have visibility into where the constraints actually are. That's what the audit is for.
What the audit is
A structured assessment of your programme, run by CRO experts. The Maturity Audit is a hands on review of your experimentation programme, benchmarked against what good looks like. It isn't a generic checklist. It's a deep, practitioner led assessment that tells you specifically what's holding your programme back and what to prioritise next.
What you'll get
The four maturity stages
CRO programmes mature as testing becomes more structured, insight led and embedded in how the business makes decisions. These four stages describe that progression, from early experimentation to a programme that consistently drives commercial growth.
The eight maturity dimensions we assess
backlog and roadmap health, prioritisation and hypothesis quality.
insight sources, qualitative and quantitative, evidence and knowledge base.
test frequency, output, rigour and statistical approach.
platform use and capabilities, tool feature usage.
quality of tracking and data integrity, team decision making process.
leadership engagement and buy in, business decision making.
future proofing and use of AI, breadth and depth of personalisation.
team structure and skills, levels of dedicated resource.
Why SQLI
We've run CRO across multiple markets and industries, and we know the difference between a team that runs tests and a team that runs a program.
Built for multi market. Direct experience running CRO across regions, with the nuance of localised content and constraints.
An extension of your team. We operate autonomously while staying tightly aligned, so you don't need in-house CRO capability to get the benefit.
Proactive and insight led. Our specialists continuously analyse performance data and surface opportunities before you have to ask.
Experts in CRO and analytics. Certified Adobe Target practitioners who bring strategic thinking to every test, not just execution.
