CRO 2020 Recap

CRO Recap 2020: Challenges, Triumphs, and Expectations

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our Project Manager, Irina Boudreau, discusses the recent CXL article, “The 2020 State of Conversion Optimization Report” by Bud Hennekes.

Despite its proven effectiveness and impact on growth, Conversion Optimization is still surrounded by lots of skepticism.

This relatively new discipline of marketing is grounded in experimentation methods to produce relevant data which, in turn, drives marketing decisions. CROs are still struggling with the buy-in from the decision-makers who often don’t see the value in testing the hypothesis especially when those tests fail.

In its 5th annual State of Conversion Optimization report, CXL and Convert present feedback from 399 CROs from around the world. The report covers everything from demographics and organizational structure to processes and tools.

Here’re some highlights:

  • The impact of COVID-19 was NOT the biggest challenge for optimizers

  • The effectiveness of CRO suffered but not for the reasons you think

  • Google continues to dominate the analytics toolbox

  • It pays to be an expert as CRO salaries continue to grow

 

Read the full review of the report at cxl.com and get your copy of the 2020 State of Conversion Optimization Report.