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Breaking Out of the CRO Pigeonhole with Jonny Longden
Nov 15, 2023
Jonny Longden, Director at Journey Further, discusses breaking out of the CRO pigeonhole and making experimentation more strategic. Topics include the evolution of CRO, creativity with data analytics, Experimentation Elite event, challenges in building experimentation programs, and experimentation-driven web development.
34:04
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Quick takeaways
- CRO should be viewed as web development, aligning experimentation with business goals and integrating it into the development process.
- The CRO industry faces challenges due to a lack of understanding and effective experimentation, requiring better education and tooling for growth and credibility.
Deep dives
Importance of Viewing CRO as Web Development
CRO should not be seen as just another marketing channel, but rather as a form of web development. The focus should be on making better decisions about website improvements based on research and validation. By aligning CRO with business strategy and profitability goals, companies can ensure that experimentation is integrated into the web development process. This approach requires an innovation strategy, the right tools and technology, an operating system for project management, the right people and skills, integration of experimentation with production processes, and a culture of buy-in and enthusiasm for testing and learning.
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