The real power of CRO lies in challenging assumptions and turning insights into impact. 🚀

In the new episode of CRO Wizards – Season 2, Carla Quizon, CRO Architect at Spiralytics, joins host Shaveethira Gopi for an insightful conversation on conversion optimization. 🎉

Carla transitioned from performance marketing to digital experimentation, building a successful CRO pilot program that delivers meaningful results for businesses.

Her approach to testing challenges assumptions and drives data-driven decisions — bringing a refreshing clarity.

From balancing qualitative and quantitative data to positioning CRO as a risk management strategy, Carla offers a unique perspective on building impactful optimization programs.

In this episode, Carla shares:

✅ Key data points for building comprehensive optimization plans

✅ Frameworks and tools for researching user behavior 

✅ Overrated and underrated testing best practices 

✅ How CRO fits into the overall marketing strategy alongside SEO, PPC, and social media 

✅ Insights about her PPC test calculator inspired by experimentation pre-tests 

✅ Positioning CRO as a risk management strategy 

✅ The evolving role of Gen-AI in shaping CRO practices

Ready to challenge assumptions and make smarter, data-driven decisions? 🧠

Tune in now! 🎧

Timestamps:

[00:00] A quick sneak peek into the episode

[01:50] Carla and Shaveethira kickstart the conversation

[02:54] Something exciting in the works for Carla

[03:33] Balancing qualitative and quantitative data while building optimization strategies

[05:08] Focusing on basic analytics and building on it 

[06:11] Frameworks and tools for researching user behavior 

[09:05] Overrated and underrated testing best practices

[13:39] Planning experiments to drive key B2B metrics like revenue, and client retention

[16:50] How CRO fits into the overall marketing strategy including SEO, PPC, and social media

[18:28] Importance of optimizing PPC landing pages   

[21:20] Insights on Carla's innovative PPC test calculator

[26:22] Running an experimentation program when your website has low-traffic 

[30:51] Looking at CRO as a risk management strategy 

[35:14] Why guardrails are necessary for experimentation 

[38:54] Getting client or stakeholder buy-in for your testing ideas

[42:11] How Gen-AI is shaping CRO and its current limitations

[45:25] ‘Best piece of advice Carla has received - ‘Just go for it’

[46:45] Rapid-fire round — One thing you would do differently if starting a career in CRO today

[47:47] A newsletter that every CRO professional must follow

[48:16] Carla’s 3 book recommendations

[49:06] Go-to travel destination

[49:45] One thing AI will probably replace in the next 3 years

[50:18] If not a CRO specialist, what other profession would you have chosen?

[51:33] One CRO metric people should stop obsessing over

[52:12] A dream or goal you want to achieve in the next 3 years

[53:53] Carla’s final thoughts for the audience

[54:48] Carla and Shaveethira sign off