CRO & Testing

The world’s best archive of content on conversion optimization and online experimentation (A/B, MVT, bandit, AI etc).

When everyone can create content, let’s talk about how to create authentic connections with human-centric brand design using effective B2B marketing strategies.

In 2023, I delivered a keynote at Marketing Indaba in Cape Town and made a prediction that felt bold at the time: we were about to witness an explosion of AI-generated content that would fundamentally change how brands compete for attention.

Today, that prediction has become part of everyday life.

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Marketers love to talk about growth, but the terms used often blur together. Experimentation, optimization, A/B testing—they sound like variations of the same thing. 

They’re not. 

Sure, each practice promises pipeline improvement and leans on similar tools and metrics. But, when you treat optimization as experimentation, you risk playing too small. 

This isn’t just semantic nitpicking. Using the wrong approach at the wrong time leads to invalid data, wasted effort, and missed growth opportunities.

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Your landing page is where curiosity turns into intent—or gets buried in a tab you’ll never see again. Buyers lose interest in seconds. And once that happens, it’s pretty hard to get them back.

You’ve seen the numbers. A prospect clicks your $50 LinkedIn ad, lands on your page, but nothing happens, leaving you with a smaller budget and zero insight into why.

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Why Teams Should Focus on Strategy, Not Small Tweaks

Experimentation is changing. Fast.

What was once a largely human-led process—running A/B tests developing variations, and optimizing conversion paths—is increasingly being supported by AI.

As AI takes on more of the repetitive work behind experimentation, human teams have an opportunity to focus on bigger bets—experiments that don’t just improve conversions but challenge assumptions about business strategy and growth.

However, it does raise some critical questions: What happens to experimentation teams when AI runs more tests? How does AI-driven testing change the economics of experimentation?

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Ever poured thousands into ads targeting the “perfect audience” only to watch your money disappear?

You’re not alone.

Most marketers skip the crucial first step that separates winners from losers: finding your actual crowd before scaling.

I’ve seen companies blow six figures on campaigns targeting audiences they thought would convert. Spoiler alert: most didn’t.

The problem isn’t your product. It’s not even your messaging (yet). It’s that you’re talking to the wrong damn people.

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When it comes to conversion rate optimization (CRO), the difference between success and failure often comes down to one thing above all else: strategy. 

Teams that have a clear, focused CRO strategy are able to build momentum and deliver strong return on investment (ROI) over large timespans. 

Teams that don’t – who focus on quick, tactical wins and low-hanging fruit – will find that their results begin to dry up pretty quickly.

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Nostalgia—that powerful emotional trigger that makes us yearn for the past—powered McDonald’s brilliant 2022 campaign and became a masterclass in emotional targeting.

They tapped into our childhood memories with a simple yet effective strategy: creating Adult Happy Meals. Adults were instantly transported back to a time before bills, mortgages, and taxes—the carefree days of youth.

The results? Massive.

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Capturing user attention and driving conversions on landing pages has become more challenging than ever. With only seconds to convince a visitor that your page is relevant, the layout, messaging, and design must work harmoniously. This is where AI steps in, bringing a new era of efficiency and precision to conversion rate optimization (CRO).

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