Why Amazon does ‘Experimentation’ not ‘CRO’ (and why you should do the same)
25 Sep 2019
Customer & Personalisation Theatre
The term ‘Conversion Rate Optimization’ (CRO) is a misnomer; it sets false expectations and results in the wrong priorities. Leading companies like Amazon, instead, focus on the running experiments that shift a number of levers in successful online businesses. In Dan’s talk, he explores the misconceptions around CRO and why experimentation generates better results for the whole business. With case studies from business and sport Dan explores how a different mindset is required to make the shift from CRO to experimentation. Dan’s agency, AWA, has taken the long, painful journey from being a full service CRO agency to becoming an experimentation business. His talk covers the changes you need to make your optimisation programme to both increase sales and embed a culture of experimentation within your business.