S4E33 - Building a Mature CRO Program with Achille Vaulot
This episode features Achille Vaulot, a CRO expert, discussing the evolution of conversion rate optimization (CRO) and the steps to building a mature program. He highlights the shift from basic A/B testing to a data-driven, strategic approach encompassing research, thorough analysis (including post-test analysis of both primary and secondary KPIs), and effective client communication. Achille emphasizes the importance of planning for both successful and unsuccessful tests, managing client expectations, and fostering a culture of experimentation within the client’s organization. He stresses the value of qualitative data alongside quantitative results and the importance of aligning CRO strategies with broader business goals. The conversation underscores the crucial role of education and collaboration in scaling a successful CRO program.
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31:19
S4E32 - Navigating App Optimization with Ekaterina (Shpadareva) Gamsriegler
Ekaterina (Shpadareva) Gamsriegler, a seasoned growth and marketing expert, shared her insights on mobile app experimentation. Here are 5 key takeaways:
Mobile experimentation is more complex: Release cycles are longer, and dependencies on app versions can slow down learning.
Think beyond the app: Experimentation should encompass ads, store listing pages, and the app itself.
Borrow insights from other areas: Use data from paid advertising to inform store listing optimizations.
Interconnectivity is key: Changes in one area can impact others. Strong stakeholder management is crucial.
Document everything: Detailed documentation helps track results and avoid surprises.
Check out the full conversation on Experiment Nation’s YouTube channel!LinkedIn: https://www.linkedin.com/in/ekaterina-shpadareva-gamsriegler/
#mobilemarketing #appmarketing #experimentation #growthmarketing #experimentnation
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31:43
S4E31 - Building Your CRO Brand with Tracy Laranjo
Tracy Laranjo shares learnings from years of growing her career with Suchita Srinivasan, here are some key takeaways:
1. CRO vs Experimentation: CRO focuses on driving performance and results, while experimentation centers around decision-making and validating ideas.
2. Agency vs In-House: Tracy’s journey highlights the benefits of agency experience for rapid skill development and exposure to diverse challenges.
3. Building Your Experimental Brand: Don’t be afraid to be yourself online, even if it’s not the typical thought leader persona.
4. Adapting to Constant Change: Focus on fundamentals and building your skills; stay curious and open to new developments, but don’t fear the future.
5. CRO is for Everyone: While AB testing requires scale, CRO encompasses qualitative research and user interviews, making it accessible for businesses of all sizes.
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40:08
S4E30 - Have a narrow and well-defined ICP with Dr. Else van der Berg
This episode of Experiment Nation features an interview with Dr. Else van der Berg, a product management consultant for B2B SaaS startups and scale-ups. Dr. Else van der Berg discusses her process for helping companies become more outcome-driven, focusing on understanding the ideal customer profile (ICP) and its associated value. She also shares insights on common challenges faced during the testing phase, including participant recruitment, data analysis, and differentiating signal from noise.
Highlights
🎯 Dr. Else van der Berg emphasizes the importance of defining a narrow and well-defined ICP, emphasizing the need to focus on a specific customer segment.
🔎 She believes in a layered approach to testing, using a variety of methods, including interviews, landing page tests, and moderated user tests.
🗣️ Empathy plays a crucial role in interpreting user feedback, recognizing that data interpretation can be subjective and require a “gut feeling” alongside evidence.
📈 Dr. Else van der Berg stresses the importance of finding a mentor within the field and learning on the job to master product management techniques.
👩💻 She encourages aspiring product managers to reach out to her via LinkedIn to learn more and potentially connect for career advice.
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28:09
S4E29 - Product pages are the Grand Central Station of conversions with Rishi Rawat
We recently had the pleasure of chatting with Rishi, a Shopify product expert. Here are 5 key takeaways for optimizing your product pages:
1) Product pages are the Grand Central Station of conversions. They’re where buyers make the decision to buy or leave.
2) Pop-ups aren’t as effective as you think. Focus on valuable content, not annoying interruptions.
3) Content is king (but don’t be afraid to go long!). Detailed product descriptions are more effective than short ones.
4) Build trust above the fold. Establish your company’s credibility before highlighting product features.
5) Understand the filters buyers use. Address common concerns like “too good to be true” to build confidence.
Want to learn more? Check out Rishi’s website, frictionlesscommerce.com!
#ecommerce #productpages #conversionrateoptimization #marketing #experimentation
Every week we share:
- Interviews with the Best Conversion Rate Optimization (CRO) professionals and Experimenters from around the world
- Conference sessions / Tutorials
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- Top 10% of most followed Podcasts on Spotify
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