Why use Airtable for the CRO process?

Airtable for CRO

Written by Ruben de Boer

February 1, 2023

Having a structured process and insights into your performance is vital for your results in Conversion Rate Optimization. To manage this process and keep track of all insights, I love using Airtable.

Airtable made my life as a CRO manager/consultant much easier. This post will explain why.

But first, what is it?

What is Airtable?

Airtable is a versatile and user-friendly tool that offers several advantages for your CRO process. It is a platform that makes creating effective, unique applications simple. The base is a database like Google Sheets, but you will quickly find it is much more than that. The best part about Airtable is that you can develop your base without a single line of code. With AIrtable, you can streamline practically any process, workflow, or project.

Here are 10 reasons why you should set up your base today.

1. It is affordable

One of the main advantages of Airtable is its affordability. You can set up the entire CRO process with the free version, including your insights and experiments. When you need more advanced features, like dashboards and a Gantt view, it only costs $20 per user per month, making it a budget-friendly option for most companies.

2. It is user-friendly

Airtable is very user-friendly, allowing you to tweak it to meet your specific needs easily. For instance, you can set up your unique process, edit and remove any field you like, and build the prioritization framework of your choice.

3. It replaces multiple tools

Airtable is a one-stop shop for your CRO process and insights. Therefore, you do not have to work with several tools anymore. It replaces multiple tools like project management tools, Google Sheets, Google Slides, and Google Forms. With Airtable, you get different views, including a Kanban view, a database, a Gallery view, and a Gantt view, all linked and updated automatically, saving you time and giving you better overviews.

4. Collaboration

Airtable makes it easy for you and your team to collaborate and share information. You can send messages to colleagues within the tool for each record, as you would do in a project management tool. You can also share views with your colleagues using a link or the embed option; your colleagues do not need an account to access the information.

5. Dashboards

There are several options to build dashboard and nice overviews based on your data. Using extensions, interfaces or Galary views, you can display the data you want in the way you like. Graphs, pie charts, summary numbers, and pivot tables are just a few of the many possibilities.

6. See Where You Are Successful

You can quickly and easily see where you are successful with your experiments, including on which page, device, and what hypothesis. This information helps you build on your learnings and successes, making your CRO process more efficient, with a higher return on investment.

7. Prioritization Framework

You can build the prioritization framework of your choice and sort your test ideas from highest to lowest score. It does not matter if you use PIE, ICE, PXL, or evidence-based prioritization. It is easy to set up. It helps you prioritize your test ideas and focus on what will drive the most impact.

8. Sharing Test Ideas and Research Insights

Colleagues can share test ideas or research insights through a form functionality, and their input is automatically added to the existing tables. The form functionality looks exactly like Google Forms, but it is linked to your base. When a colleagues shares an insight or test idea, you can receive an automated email notification.

9. Automations

With a user-friendly setup, Airtable allows you to automate almost anything. Recurring work in Airtable can be automated, but also automated emails, Slack messages and much more. With the Airtable automation, you can speed up your work significantly.

10. Advanced Features

Airtable offers an API and script possibilities for advanced cases, making it a scalable tool for your CRO process and insights.

Customer Support

Of course, when mentioning all these advantages, I also have to mention a disadvantage. Otherwise, you would think I have shares in Airtable. 🙂

The main disadvantage is that Airtable offers some email support, but as it is not a CRO-only tool, their customer support will not fully understand the purposes why you use the tool. Therefore, support may be lacking.

Set up your CRO Airtable base with this free course

Airtable made my life as a CRO manager/consultant much easier. If you want to get started with Airtable, check out my free Udemy course. In this course, we will build your Airtable base step by step. After completing the course, you can start using it immediately.


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