Experiment Nation: The Podcast S4E33 - Building a Mature CRO Program with Achille Vaulot
Dec 2, 2024
Achille Vaulot, a seasoned expert in Conversion Rate Optimization (CRO), shares insights on building a mature CRO program. He discusses the evolution from basic A/B testing to a comprehensive, data-driven approach that includes thorough analysis and effective client communication. Achille highlights the importance of aligning CRO strategies with broader business objectives and fosters an experimentation culture. He also emphasizes the significance of qualitative data and the role of education in managing experiments, ensuring both successful and unsuccessful outcomes are leveraged for growth.
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CRO Evolution
- CRO evolution started with big companies like Google, Apple, and Booking.com who had resources and traffic.
- Tools like Optimizely and VWO democratized A/B testing by making it accessible and affordable.
Maturing CRO Programs
- To mature a CRO program, analyze the client's existing CRO maturity, resources, and team structure.
- Start with an external agency if the client is new to CRO to prove its value before building an internal team.
Cultural Differences in CRO
- Cultural mindsets affect CRO; Americans/British embrace "fail fast," while French culture stigmatizes failure.
- This makes explaining the value of losing tests harder in some cultures.