Client Relationship Tips from a CRO Agency Founder with Andra Baragan

In this presentation, Andra Baragan, the Founder of ONTRACK DIGITAL will walk you through what you need to know to build a strong, successful relationship with your clients and with your team.

You will learn:

– how to set expectations with your client from Day 1
– how to leverage operating procedures and automate your work
– how to communicate with clients and get stakeholder buy-in every time

Optimize Customer Lifetime Value – NOT Conversion Rates with Valentin Radu

After decades of acquisition marketing, companies are waking up to the fact that optimising the entire lifecycle of the customer is the way to go. That happens due to rising acquisition costs, cookie deprecation, siloes, company mentalities, etc.

In this session, Valentin will share insights from his 12 years of experience transitioning from CRO – website optimization to increase the conversion rate to CVO – experimenting towards improving the CLV.

Improve conversions with the Message-market Fit framework With Daphne Tideman

Message-Market fit is the idea that a message, whether it be a product, service or idea, needs to resonate with a specific target market in order to be successful. It involves finding the right message that effectively communicates the value proposition of a product or service to a particular audience, in a way that resonates with them.

Avoid AB Testing Statistics Mistakes with Max LI

A/B testing plays a critical role in decision-making – but so does AB Testing Statistics Mistakes. In data-driven companies, A/B tests not only prove positive impacts of product features (treatments) but also provide evidence to safely roll out neutral features that are not expected to move business metrics. When rolling out a neutral feature, we need to test if the treatment is non-inferior to control, and conventional A/B testing is not suitable in this case.

Pragmatists will grow the CRO industry – not purists – with Matt Scaysbrook

This attitude has a negative impact on new entrants to the industry and sets completely the wrong tone for the next generation. The greater the participation in the industry, the stronger it will become – the wider that participation, the more ideas (and the more diverse those ideas) will come through. And that is only a good thing for us all longer-term.

How to adopt a CRO mindset for life optimization with Ruben de Boer

Life optimization involves setting goals and creating plans for reaching them. It also involves improving physical, mental, and emotional well-being. Ruben de Boer shares with our own Richard Joe how he leverages a CRO mindset to engage in activities that bring purpose, satisfaction, and joy to life.

How to build a customer journey map with Anthony Wallace

Creating a customer journey map can help stakeholders better understand the customer’s experience, and helps ensure that all stakeholders are working towards the same goal. It can also help identify potential areas of improvement, and provide insights into how customers interact with your product, service, or organization.

The Top 20 Must-Meet CROs of 2022

Earlier this year, we asked the Experiment Nation community who were the CROs that they felt everyone should know because of their welcoming nature, openness to connecting folks with others, willingness to share their expertise, and being just all-around awesome folks. Here are the results along with what the community had to say about them.

Test before you build anything or you’ll waste time course-correcting with Rommil Santiago

There’s a lot of talk about how to find things to test, how to analyze tests, and the importance of iterating on tests. This week, I was thinking about how I could add something a little different to the conversation and decided to share my thoughts about when to run a test – particularly when building products. 

Not every insight is derived from an A/B Test with Daniela Marquez

Curiosity needs to be a driver in every experimenter’s toolkit. What is going on in the head of my customer? What is really their job-to-be-done? When buying flowers, we typically think of the standard occasions: Mother’s Day, Valentine’s Day, new baby & sympathy. But if we were to structure our ecommerce website on those occasions alone, we may be addressing the majority, but we’d be missing out on the real motivation behind the purchase as well as other reasons people buy flowers.

What Hawaiian Pizza can teach us about creating a more inclusive CRO industry

Pineapple on pizza. If you ever want to have a heated debate with a group of people, ask them if pineapple belongs on pizza. You’ll hear arguments about how people should be allowed to like what they like and that should be OK, as well as, pizza is XYZ and that anything different cannot beContinue reading “What Hawaiian Pizza can teach us about creating a more inclusive CRO industry”

How Wordle proves that Experimentation works

If you haven’t tried it yet, Wordle is a popular online game where you have to guess a 5-letter word within 6 tries – and it’s quite fun and addictive. Every day there is a new word to guess, and everyone gets the same word. It cleverly lets you post how you solved (or didn’t) the daily puzzle – which often sparks some lovely conversation online. Interestingly, there are a lot of parallels between Wordle and the Craft of Experimentation. Find out how.

Can you run tests on sites with little traffic?

From a pure experimentation perspective – one absolutely can forego using statistics and just see what happens. We can believe the dictionary, the dictionary definition of an experiment is: “a scientific procedure undertaken to make a discovery, test a hypothesis, or demonstrate a known fact.” A scientific procedure (aka the scientific method) states nothing about having to use a statistical approach for analysis. However…

Event Wrap-up: CONVERT – Conversion Optimisation Meetup (Bristol & Bath)

July saw the first event of CONVERT – a Conversion Optimisation Meetup in the South West of England. 

Attended by 20 people, the evening was packed with interesting discussions around user behaviour tools and success stories.  As with most events, a lot of valuable discussions came from networking and this was the perfect evening for that. Whether it was reconnecting with ex-colleagues or meeting someone with a similar role, it was brilliant to see. I for one had gotten too comfortable behind the screen!

Where should I start with testing?

Like with most processes, starting is usually the most challenging part. You know the feeling. It’s when you don’t have your flywheel going quite yet and you’re not sure at what stage to jump in. When it comes to Experimentation, the usual places I see people jump in are at the Research, Hypotheses creation, orContinue reading “Where should I start with testing?”

How to verify your data truly reflects user behaviour with Florent Buisson

Florent Buisson is a decade-long behavioral economist who published a practical guide to behavioral data analysis in business. It’s the book he wished he had when he started in analytics.

In this episode, he shares:

Why intuition can actually be a good thing in data analytics. If you need to know R or Python to understand your users. Why and when causal analytics are important.

How do I change people’s attitudes towards Experimentation?

Of course, there are a million ways to answer this question that range from demonstrating wins, being inclusive, and evangelism. This week, I thought of sharing a couple of the little things you can do that, if done consistently over time, can start to realize gains in the long run. Words matter Experimenters and CROsContinue reading “How do I change people’s attitudes towards Experimentation?”

How to make a better sandwich: An introduction to multivariate testing with Danielle Gunraj

A/B Testing can be intimidating to the uninitiated, but it doesn’t have to be! I want to introduce testing concepts via a real-world scenario that we can all relate to: Dessert. I’ll cover what an MVT is, hypotheses, independent variables, dependent variables, results (of course), and design flaws. And if you need any more convincing, I have four words for you: Monte Cristo Bread Pudding.

Choosing the right A/B testing tool with Product for Product 

Matt Green and Moshe Mikanovsky of Product for Product podcast help you navigate the plethora of A/B testing tools out there.

Whether you’re in product or marketing, listen for a beginner-friendly comparison of tools like Google Optimize, Optimizely, and more.

**This episode, nor those of Product for Product, are endorsements of any of the discussed tools.**

Experiment Cartography :: Building the Perfect Roadmap with Kenya Davis and Krissy Tripp

You can do better than testing button colors, but how do you decide what to test when and what type of test to run? Roadmapping. This session teaches you to be the GPS navigator, helping your team optimize experimentation routes. On this journey you will identify how each path can drive desired impacts by turning a formidable trek into a series of attainable milestones.

How to rally your team around Voice of Customer research with Tracy Laranjo

Tracy is a Toronto-based growth marketer with a knack for conversion optimization. In a past life she’s QA tested “adult” eBooks and helped make it easier for Canadians to write their wills online. Tracy is also one of the co-hosts of the Experiment Nation podcast where she chats with optimizers at the top of their game.

Beyond the 9-5, you can catch her knitting, crushing empires in Civ6, or napping with her cats.

Developing a Culture of Testing/Experimentation with Anil Batra

Anil is a Digital Marketing and Analytics professional with 18+ years of experience. He has worked with companies ranging from startups to Fortune 500 and has helped them improve marketing results as well as develop data driven culture. He has vast experience in Web, Email, Social, Display, Search, Paid Search, and CRM. He holds a B. Tech in Electronics and Communication Engineering from India and an MBA from the University of Washington, Seattle. He is the founder of – A Digital Analytics training and education company.

Best Practices are a starting point – not an excuse to avoid testing

You hear it often, “follow Best Practices” – where a best practice is something that has been generally accepted as the standard way of doing things to help maintain a certain level of quality. Interestingly, you’ll also often hear CROs arguing about them. But why would CROs, who are dedicated to improving the quality ofContinue reading “Best Practices are a starting point – not an excuse to avoid testing”

Where are the users? with Moshe Mikanovsky

When experimenting with our products, we need to find our users but it’s not always that simple! Where do we find the users? In this session Moshe will go over different types of products and different ways to find users for each of them. Coming out of this session, attendees will have some ideas on where to start looking for their users.

How many tests should you run per month?

Collin Crowel recently asked the community, “Is test velocity overrated?“. Where test velocity is the number of tests launched over a period of time. About 70% of respondents said “False” and I’m here to tell you that I’m firmly in the “it depends” camp”. Generally speaking, the goal of any Experimentation program should be toContinue reading “How many tests should you run per month?”

Sina Fak on why CRO is not a person but a multidisciplinary Experimentation team

Sina Fak is the Head of Optimization & Business Intelligence at ConversionAdvocates, the #3 top CRO agency in the world in 2020. Sina shares what businesses get wrong when they hire a shiny new in-house CRO strategist, what to look out for before taking an in-house CRO role, and when a business should consider going agency vs. In-house for CRO.

Meta-analysis: Do I have to run my test yet again?

Recently, there’s been a bit of buzz within the experimentation community around the concept of meta-analysis. For those unfamiliar with the concept, in a nutshell, it’s about looking at similar experiments altogether to pull insights. In fact, meta-analysis is actually considered the most trustworthy type of analysis out there. That said, it’s still prone toContinue reading “Meta-analysis: Do I have to run my test yet again?”

We Need More ART in CRO with Jimmy Barber

This session is about the conundrum that “data is everything” – a mentality circulating at large the past couple years. There’s so much data, and we often find ourselves simply staring at metrics looking for “+” or “-” to make decisions. The objective of this session is to draw on thinking strategies from physics, of how to approach CRO differently, without any real “data”, to then gleam positive impacts to CRO.

Moving Beyond Spaghetti Testing with Haley Carpenter

The success of your testing program depends on the quality of your hypotheses. But too many experimentation programs lack the processes and frameworks to move from spaghetti testing to strategic experimentation. Haley shares two practical frameworks to help you form better hypotheses and objectively rank test ideas.

Speero’s Experimentation Maturity Audit with Edgar Spongolts

Speero’s Director of CX Optimization, Edgar Spongolts, dives deep into the influential agency’s Experimentation Maturity Audit and why maturity matters. Learn about the four pillars of a successful experimentation program and what it takes to reach the highest levels of maturity. Take the audit yourself here:

Creating an experimentation program that’s more than A/B testing with Annika Thompson and Paul Randall

Too often experiments are squandered. But if you put customer problems first and design the right type of test you can ensure every experiment is valuable to your business. The following talk will give your experimentation programs guardrails to make sure you’re not testing for testing sake.

Best practices might be killing your experimentation culture – 3 reasons why with Ana Catarina Cizilio

Everybody is doing it, so you have to do it too, right? As my mom used to say: you’re not everyone! Best practices are not experimentation and you should know that. I want to prove to you this is the easy way, but it’s not the right way for a healthy, profitable and experiment-oriented business. These tactics don’t last long.  In this session, we will discuss why, statically, best practices don’t work. It’s fun to know about the competitors, their results and ideas. It may generate new ideas and grab your attention when you’re starting to experiment, but that’s the only good thing. To have a great experiment culture, you need to learn from your tests. Let’s talk more about this?

Ripple Benefits: CRO as the foundation of other digital marketing efforts with Spencer Gray

CRO should be the foundation that all of your other digital marketing efforts rests upon. Through what we call our ‘Ripple Benefits’, I’d love to showcase just how CRO not only improves your conversion rates, but your SEO, Content Marketing, Paid Ads, and more. Testing is key and should be the foundation that drives where your efforts are focused.

CRO não é um profissional e sim um processo (participação especial André Gillich)

Nesse episódio nosso convidado André Gillich, Head of CRO, compartilha sua experiência na Jussi crescendo a cultura de experimentação, começando pela nova abordagem em que “CRO não é um profissional e sim um processo.”Exploramos o impacto da cultura “Agil” e o desafio do foco em outputs não outcomes.Fechamos o podcast de forma prática compartilhando iniciativas tomadas em nossas empresas para acelerar a flywheel de experimentação.

The Science of Business with Jonny Longden

Our industry is focused on the individual elements of what we do and how we do it, but not why we do it and the overall philosophy for it. This is part of the reason that businesses don’t give it the traction it deserves; senior business leaders are not interested in the execution, they’re interested in the overall benefit.

Specsavers’ Steph Le Prevost on growing a top UK CRO program

Steph walks us through the challenges of growing Specsavers’ CRO team and how she overcame them, her experimentation red flags, and her take on if CRO certifications are really worth it. Plus: A comparison of the CRO job market between Canada vs. the UK, including how well you can expect to be paid as an optimizer.

Microsoft Digital Stores’ Tim Mehta on strategies for low and high maturity experimentation programs

Tim shares his tips for running low and high maturity experimentation programs, what it’s like to optimize in-house vs. agency, when it is (and is not) ok to make compromises, and to how make your program’s results actually drive action. Plus: Tim’s take on those controversial UI polls on LinkedIn.

Conversation Starters of the Week – October 14, 2021

Every week, Rommil Santiago shares interesting LinkedIn posts that he runs across to help spark ideas and conversation. Here are this week’s finds:

1) From Diane Wiredu

Most landing pages suck.

Prospects are scrambling for the exit button because of sloppy copy, confusing design and all the value buried down the page.

All mistakes that could be easily avoided with some key fixes and a better understanding of how to approach messaging. I’ve got my theory…

But I want to know… what do you think is the most important part of a landing page?

Join the conversation:

2) From Yongi Barnard

Yongi Barnard

?Best practices are killing your website’s conversions. So STOP! ?

Here’s what you should do instead:??

?Use your analytics to see where the bottlenecks are

?Research. Research. Research.

?Talk to your sales team. Know their tricks. Then figure out a way to recreate that on your website.

?Watch how your website visitors behave using a heat map

?And most importantly, don’t get too attached to your web pages.

?Acknowledge that your website is a living specimen. And it’s a testing ground.

3) From Tim Mehta

Is anyone using Jira (and Confluence) to manage their experimentation program?

Would love to learn how y’all are leveraging it!

Join the conversation:

4) From Alexander Atzberger

Check this out, this is very cool – if you like economics! Yesterday David Card, Joshua Angrist and Guido Imbens won the 2021 Nobel economics prize for pioneering “natural experiments” to show real-world economic impact. Then my good friend Lalitha Rajagopalan pointed out to me that Guido Imben’s wife Susan Athey teaches economics at Stanford and publishes on A/B Testing and experimentation. In one of her notes (link below) she writes: “The term (A/B Testing) is widely used in the tech industry, where NOTHING changes at tech firms like Google, Facebook, Amazon, etc. without the change going through an A/B testing process.”

Join the conversation:

5) From Gayle Allen, Ed.D., MBA

Why are experiments one of the most overlooked forms of innovation? Stefan Thomke and I talk about this on Curious Minds at Work 

Join the conversation:

Conversation Starters of the Week

Every week, Rommil Santiago, shares interesting LinkedIn posts that he runs across to help spark ideas and conversation. Here are this week’s finds:

1) From Ronny Kohavi

“In software, we often abort A/B tests (randomized controlled experiments) that are clearly negative and hurt users (, but we never abort a positive experiment; if anything, we would either start a larger experiment or a replication run. 

Merck announced Oct 1st that the results of Molnupiravir, an Oral Antiviral drug for COVID-19, are so good, they cut the trial short (

Health care is known to move slow, but there is also a push for more evidence-based health care. Is this such an example where we could do better by continuing the trial, and/or running a larger trial UNTIL Emergency Use Authorization is given? I’d love to hear from experts about why this decision makes sense in health care but not in the software world.”

Join the conversation:

2) From Jonny Longden

“I know it’s an old debate, but it’s an interesting one nevertheless: should CRO be called that or should it be called something else?

It’s not just semantics and detail – the issue is much deeper.

The fact is that most people view CRO as a kind of hacking and tactical ‘tweaking’ of small stuff, which is 100% wrong and means they are missing out on massive potential benefit.

What it really is, is simply using the scientific method to de-risk everything you do through proof. This can fuel big things and it can also improve a tonne of stuff which isn’t conversion.

So no, the name doesn’t do it any favours.”

Join the conversation:

3) From Aditi Gupta

“Product growth is not just top funnel acquisition, it happens at multiple touchpoints through out the customer journey. In my session for Product Drive this year I will talk about the 6 levers of growth and share some best practises around them.
Sign up here –

Join the conversation:

4) From Jason Vana

“Can you fit your brand strategy on 1 page?

If not, it’s likely too complex.”

Join the conversation:–Hao

Migrando para a área de experimentação vindo do Jornalismo (participação especial Fabricio Migues)

Hoje começamos um novo papo em nosso podcast: como migrar para a área de experimentação? Nosso convidado especial é Fabricio Migues, CRO Manager na Small World Financial Services, conta pra gente como foi sair da área de jornalismo e relações públicas e adentrar na experimentação, como aproveitar seus aprendizados e conhecimentos da área de comunicação dentro de CRO e como isso o tem ajudado.

Shopify’s Shanelle Mullin on tough buy-in conversations and how we can empower future optimizers

Tracy Laranjo chats with Shopify’s Experimentation & Analysis Lead, Shanelle Mullin, about tough buy-in conversations, her take on the “I don’t dream of labour” trend, making experimentation more representative of diverse voices, and how we can empower the next generation of optimizers.

Série: Estruturando uma área de CRO na sua empresa – episódio 2

Neste terceiro episódio contamos com a presença de André Vieira, fundador da Looptimize. Ele nos conta um pouco mais da sua visão sobre:

  • Qual o ponto de partida para começar a investir em CRO?
  • Popularização da experimentação: heurísticas e boas práticas — pontos positivos e negativos
  • A qual área CRO melhor pertence dentro de uma empresa?  

Série – Estruturando uma área de CRO na sua empresa – episódio 3 (Participação especial André Vieira)

Neste terceiro episódio contamos com a presença de André Vieira, fundador da Looptimize. Ele nos conta um pouco mais da sua visão sobre:

  • Qual o ponto de partida para começar a investir em CRO?
  • Popularização da experimentação: heurísticas e boas práticas — pontos positivos e negativos
  • A qual área CRO melhor pertence dentro de uma empresa?  

Frequentist & Bayesian: Comparison and Practical Application (R script attached)

By Andrea Corvi Canon vs Nikon and iOS vs Android are just two modern examples of “dualisms” that divide crowds. The long-lasting Frequentist vs Bayesian fight is not any different and like the other two examples above, it’s still far from finding a winner. This doesn’t affect just the CRO world but the same typeContinue reading “Frequentist & Bayesian: Comparison and Practical Application (R script attached)”

What Experiment Nation is listening to this summer

Summer is upon us, and with it, longer days – and hopefully some time, here and there, to relax and enjoy the weather. While Experiment Nation seeks to share content that helps the community think about concepts it may have never considered before, we are here to also help connect us as a larger community.Continue reading “What Experiment Nation is listening to this summer”

The weekly buzz: May 26, 2021

? Upsides to Unshipping: The Art of Removing Features and Products by Reforge

? Browser Privacy Policy Updates – Optimization Effects by Kelly Wortham and Cory Underwood

? Visual Hierarchy: A 2021 Optimization Guide For Marketers by Unbounce

? Two days to go.. If you haven’t already, submit your case in individual, team or organization wide categories for Experimentation Culture Awards by May 28th. ?

? Upsides to Unshipping: The Art of Removing Features and Products by Reforge

? Browser Privacy Policy Updates – Optimization Effects by Kelly Wortham and Cory Underwood

? Visual Hierarchy: A 2021 Optimization Guide For Marketers by Unbounce

? Two days to go.. If you haven’t already, submit your case in individual, team or organization wide categories for Experimentation Culture Awards by May 28th. ?

The weekly buzz: May 21, 2021

? Multiplication instead of division: Molly Stevens and Lukas Vermeer team up to tell us why research and experimentation are the “peanut butter and jelly” of customer insights.

? What you can learn from one extra experiment: Kevin Dunn explains how you may miss out if you are only doing A/B testing, or following the Change One Single Thing (COST) approach to experimentation.

? How does Failure help you in Experimentation? Craig Sullivan shares Tesla’s experience with experimentation and failure.

? If you haven’t already, submit your case in individual, team or organization wide categories for Experimentation Culture Awards by May 28th. ?

The weekly buzz: May 14, 2021

Here’s the latest Weekly Buzz. ? Links in the doc!

? Why we use #experimentation quality as the main #KPI for our experimentation platform from

? A/B Testing and Experimentation: Tactics From Matt Gershoff

? If you haven’t already, submit your case in individual, team or organization wide categories for Experimentation Culture Awards by May 21st. ? And remember…

“It’s not about that one experiment, it’s about improving the process, structure, trustworthiness, democratization and motivation for experimentation and data-driven decision making.”

Adventures in Experimentation: The importance of the voice of customer to conversion optimization – as well as to the entire business

Eden and Positive John speak about how recording your sessions with clients helps reduce the need for taking notes, how qualitative research is key to not just CRO but for all things business, and how no one likes pop-up surveys except for Positive John.

SplitBase’s Raphael Paulin-Daigle talks about convincing clients to invest resources towards optimization

Hi Raphael, thanks so much for taking the time to chat with us! How have you been? I’ve been good! While the COVID situation here in Montreal is making things a bit boring, business has been stronger than ever, and we work with super fun clients, so can’t complain about that side of things –Continue reading “SplitBase’s Raphael Paulin-Daigle talks about convincing clients to invest resources towards optimization”

Point/Counterpoint: Exploring different experiment prioritization frameworks with Marion Ravel, Patrick Buffum and Trisha Utomi

On today’s episode of Point/Counterpoint, Trish leads Patrick and Marion through a discussion about: Their CRO New Year’s resolutions, and the pros and cons of several experiment prioritization frameworks.

Twilio’s Justin Coons shares what you need to know about SEO Experimentation

Rommil interviews Twilio’s Justin Coons and they talk about: Not only can you run experiments for SEO, but you also should, Which is better, short-form content or long-form content, and What metrics to optimize for when running SEO Experiments

Product Experimentation: Jaya and Siddharth explore how to Experiment during the Product Development Life Cycle

Jaya and Siddharth explore how Experimentation fits into the Product Development Life Cycle, how to work with challenging stakeholders, share stories about how they’ve leveraged Experiments to generate results.