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EP 26 - Is 'CRO' Actually HURTING Your Brand?
Adspend with Ash Melwani and Rabah Rahil
Is There a Misincentive to Do CRO Internally?
The challenge with being a consultant is that you have to create a product, like it's created a service offering. And so the incentive of a consultant doing CRO myself is to do smaller and smaller tests. If you're getting 20,000 visits a week with 200 conversions, that's 1% conversion rate. Let's make that 2%. If you run the test for one week with that amount of traffic, your minimum detest detectable effect is 25%. So a 25% improvement is going from 2% to 2.5%, essentially. That's a 25% change, which is really hard. Like honestly, it's very difficult.
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