CRO & Testing

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

How to create authentic connections when everyone can generate content.

Two years ago, I delivered a keynote at Marketing Indaba, 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 isn’t just reality – it’s our daily experience.

What seemed like a distant future in 2021 became mainstream overnight. Generative AI didn’t just arrive; it detonated across every industry, every creative discipline, every marketing department. Suddenly, anyone could write “compelling” copy, generate stunning visuals, and produce content at a scale previously reserved for large creative teams.

But here’s what I’ve learned in the two years since that talk: the brands that are thriving now aren’t the ones using AI the most – they’re the ones using humanity the best.

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Growth experimentation and optimization is not the same thing. Many people get this wrong and confuse the two. Throw in A/B testing and people start running around like headless chicken. This isn’t just semantic nitpicking – using the wrong approach at the wrong time leads to invalid data, wasted effort, and missed growth opportunities.

This guide will clarify the critical differences between growth experiments, optimizations, and A/B tests – showing you exactly when and how to use each approach for maximum impact.

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Marketers struggle to see the ROI they want from LinkedIn. They follow generic best practices, trust platform defaults, and wonder why results suck.

Success doesn’t come from copying others. It comes from testing what works for your specific business.

Rob Muldoon, who taught this LinkedIn experimentation framework at CXL, puts it bluntly: “The advertisers who do things slightly different or have used experimentation to get the edge on LinkedIn are the ones that are the most successful.”

This guide will show you how to build a systematic testing approach that delivers actual business results, not just vanity metrics.

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Traditional marketing is dead. The companies winning today don’t guess – they test. They don’t rely on best practices – they create their own playbook through experimentation.

At the core of this approach sits your landing page infrastructure – the critical link between ad clicks and customer conversion. Get this wrong, and nothing else matters.

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Why Teams Should Focus on Strategy, Not Small Tweaks

Experimentation is changing. Fast.

What was once a human-led process—running A/B tests, tweaking User Interface (UI) elements, and optimizing conversion paths—will increasingly be handed over to AI.

With AI automating tests and variations, humans now have the opportunity to focus on big bets—experiments that don’t just tweak conversions but fundamentally impact business strategy and growth. This shift marks a new era in AI Conversion Rate Optimization (CRO), where automation enables teams to think strategically rather than tactically.

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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