In the fast-moving Fintech space, a single wrong experiment can shatter user trust, but staying safe could mean missing huge growth opportunities. ⚡

In the new episode of the VWO podcast, Vinayak Purshan sits down with our host Niti Sharma.

Vinayak is the Associate Marketing Director at Cashfree Payments, India's leading payments technology company, powering over 800,000 businesses. 🎙️

With expertise in social media, paid acquisition, analytics, and multiple tech platforms, Vinayak builds integrated, data-driven marketing systems that enhance Cashfree’s presence and accelerate growth.

In this engaging conversation, Vinayak opens up about his proven strategies for optimizing in a high-trust, high-speed environment where every test is crucial.

Tune in now! 🎙️

Chapters:

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

[01:48] - Niti and Vinayak kickstart the conversation 

[05:06] - Choose marketing and CRO as a career path

[06:33] - Balancing experimentation with speed, trust, and security in Fintech 

[08:51] - Combining quantitative and qualitative data for impactful experiments 

[13:13] - A failed or surprising experiment that changed how Vinayak understands user behavior

[16:20] - Extracting learnings from experiments to shape long-term website strategy

[18:19] - Building cross-team collaboration and celebrating failures

[20:23] - Key metrics used to measure CRO success at Cashfree Payments

[23:21] - Mindset shifts that need to happen in experimentation

[25:46] - How VWO supports Cashfree’s experimentation process and their most used features

[29:31] -  Using multi-channel insights to improve website testing and drive innovation continuously

[32:07] - Navigating SEO in the age of AI and zero-click searches 

[37:22] - The future of experimentation and marketing in Fintech with AI-driven changes

[40:30] - Advice for teams trying to build a CRO culture

[42:50] - Rapid-fire: One thing to do differently when starting a career in CRO today

[43:16] - One thing your non-industry friends still don't understand about your job.

[44:07] - Book recommendations for VWO Podcast listeners

[44:30] - Go-to travel destination

[45:19] - One thing AI will replace in the next 3 years 

[45:42] - If not a CRO specialist, another profession you would have chosen

[46:02] - One CRO metric people should stop obsessing over

[46:48] - A dream or goal to achieve in the next 3 years

[47:15] - Niti and Vinayak sign off