#282 CRO | Matt is joined by Haley Carpenter, founder of Chirpy, a conversion rate optimization agency. Haley has nearly a decade of CRO experience across agency, SaaS, and eCommerce, and she’s known for helping brands use research and testing to make smarter marketing decisions.
Matt and Haley cover:
- Why CRO isn’t just A/B testing, and how research should guide every optimization effort
- How to approach CRO when you don’t have massive website traffic, including scrappy testing methods and tools
- The role of messaging, value props, and social proof in driving higher conversions (and where B2B often lags behind DTC)
By the end, you’ll have a clearer picture of how to approach CRO as a system, not just a set of tests.
Timestamps
- (00:00) - – Intro
- (02:21) - – Who is Haley Carpenter
- (03:21) - – What CRO really means
- (06:21) - – Research vs. testing explained
- (10:21) - – Where to start CRO on a website
- (13:21) - – Testing with limited traffic
- (17:21) - – Using data for smarter decisions
- (20:21) - – Building a culture of testing
- (24:21) - – How to report CRO results
- (29:21) - – Scrappy tools: Clarity & Hotjar
- (34:59) - – What B2B can learn from DTC
- (38:59) - – Why messaging matters more than features
- (42:59) - – The power of social proof
- (48:59) - – Common blockers to CRO success
- (50:59) - – A surprising test result (+7% sales)
- (52:59) - – Vanity metrics vs. real business outcomes
- (56:59) - – Closing thoughts
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