Jonny Longden

Learn how to get executive buy-in for your CRO program with Jonny Longden, who shares the importance of having a team with diverse skills in optimization. Discover the key ways experimentation can go wrong and why companies use CRO. Explore the significance of strategic thinking in experimentation for business growth.

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.

Jonny Longden, the Chief Growth Officer of Spiro and a seasoned expert in experimentation, dives deep into the flaws of current practices in the industry. He argues that much of what's labeled as 'experimentation' is simply tactical thinking without strategic value. Longden emphasizes the need for organizations to shift their cultural approach and integrate genuine innovation into their experimentation processes. He also addresses the challenges faced by product teams and calls for more effective collaboration to redefine responsibilities in conversion rate optimization.