By Jayden Grayston · MoreConversions · From our database of 1,000+ A/B tests · moreconversions.com
This is the umbrella playbook. Four phases. Six tools. One Claude-powered CRO program that compounds quarter over quarter.
🔍 Phase 1: Ideate (30 min, quarterly) → A funnel audit, technical analysis, heuristic + heatmap scan, 15-20 audit tips, and 8 prioritized test hypotheses ready to design.
🎨 Phase 2: Design (15-25 min per variant) → For each approved hypothesis: a Figma variant (mobile + desktop), an annotation frame for review, and the variant code Claude hands off to your test setup.
⚙️ Phase 3: Development (~20 min per test) → Claude wires the variant into Convert.com, sets up the experiment programmatically, runs QA, calculates sample size, and activates the test on your go-ahead.
📊 Phase 4: Analysis (15-25 min per test, after the test concludes) → Sanity checks, segment analysis, novelty detection, a 1-page learnings note, and 2-4 follow-up tests added to next quarter's roadmap.
Total time per test, idea to shipped insight: 6-8 hours over 4-6 weeks.
Of those hours, ~60-70 minutes is human review. The rest is Claude or waiting for traffic.
The compound effect: each quarter's hypothesis quality gets sharper because you feed the previous quarter's actual results into Phase 1. After 4 quarters, your testing program isn't a list of disconnected experiments — it's a continuously sharpening prior on what works for your brand.
This A-Z guide is the umbrella view. Each phase has its own dedicated playbook with the full step-by-step (which is what's DM'd when someone comments STRATEGY / DESIGN / DEV / ANALYZE on a LinkedIn post).
This guide walks through how all four phases connect into a single CRO program.