In this episode, I talked to Hesh Fekry from CXL about the evolving relationship between Product and Conversion Rate Optimization (CRO). How are these once-separate disciplines are increasingly overlapping in scope, mindset, and execution? The conversation touches on the historical separation of CRO from Product, the shift towards experimentation as a more fitting term, and how AI and new tools are enabling professionals to bridge skill gaps faster than ever before.
Key Takeaways:
- CRO & Product Have Always Been Similar: While traditionally seen as separate roles, both disciplines focus on user insights, problem-solving, and optimizing user flows.
- The Issue with the CRO Label: CRO as a term has long been tied to a narrow metric-focused approach (conversion rates), but its scope has expanded far beyond that.
- Experimentation as the New CRO: The rebranding of CRO towards experimentation reflects the broader impact CRO professionals have, including retention, monetization, and pricing strategies.
- AI is Accelerating the Shift: New AI-driven tools make it easier to fill skill gaps, allowing professionals to be more T-shaped and take on cross-functional responsibilities.
- CRO Should Be Involved from Day One: Rather than stepping in after a product is built, CRO principles should be applied from the earliest stages to validate assumptions and de-risk decisions.
- Product and CRO are Learning from Each Other: It's not just CRO learning from Product—it’s a continuous loop where both disciplines borrow and refine each other’s methodologies.
Notable Quotes:
📌 "Experimentation is just about expanding the role beyond a single metric." – Hesh
📌 "With AI, the skill gap is getting smaller, and the overlap is growing larger." – Hesh
📌 "CRO almost feels like it should be in the room from day one." – Sani
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Product and CRO are no longer separate silos. They are converging into a more holistic approach to user experience, optimization, and experimentation. As AI and new tools continue to evolve, the ability to cross these boundaries will become a key advantage for professionals in both fields.
Tune in for a deep dive into how these changes are shaping the future of digital growth!
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