E021: Shane Rostad on CRO: The DOs and DON'Ts of Conversion Rate Optimization

Today on the show we have Shane Rostad and we’re going deep on all things conversion rate optimization and how to run tests properly to get actionable results you can be confident about. We get into the philosophy of CRO, testing processes and the operational side, and the nuances around the do’s and don’ts when it comes to CRO testing. If you’ve got questions for Shane, we’ll get him back on the show so drop your questions below and we’ll get some of them answered next time!

00:00 Introduction and Overview

18:06 The Philosophy Behind CRO

25:38 The Limitations of CRO

27:30 Balancing Profit Optimization and Brand Reputation

29:20 Interpreting Test Results Correctly

30:44 Short-Term Wins and Long-Term Goals

31:11 The Need for Better Understanding and Practices in CRO

34:27 Minimum Test Duration and Sample Size

37:17 Caution Against Prematurely Ending Tests

39:27 Running Desktop and Mobile Tests Separately

44:38 Considering the Impact on Different Segments of Traffic

48:52 Using Additional Data Sources and User Behaviors

01:11:29 The Importance of Merchandising in CRO

01:21:19 Exploring Free Shipping Thresholds and Customer Behavior

01:24:34 The Need for Thoughtful and Intentional Testing in CRO

01:29:24 Challenges of Running a CRO Agency

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