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2024 was jam-packed with learnings — both for our team in general and related to experimentation in particular. Brilliance through osmosis is an occupational hazard, when you rub shoulders and insights with the brightest people on the planet. Here are 5 quick (but profound) things we added to your thinking and mental models - for 2025: 📚 Mission is everything. Be it a business, or the practice of experimentation itself. We aligned with the mission of inclusivity and creating space for Women in Experimentation... and saw our efforts amplified by the community that nodded in acquiscence. 1000 sign-ups, 500+ live attendees who stayed for 6 hours. Wowza. This is echoed in the work and sentiments of Ryan Webb. Who says CRO needs a mission too! And helping customers make more sustainable purchase decisions doesn't sound half bad. Catch up here: https://lnkd.in/dDPum28t 📚 QA isn't the brute-force approach of trying to break flows. It is a strategic investigation of what may go wrong, especially the edge cases. H/t to Amrdeep Athwal. We are obsessed with QA. And we picked the brains of several experts to understand how each pro approaches quality assurance and ensuring a great user experience. Learn from Corey Trent, Anastasia Shvedova, Ken Hanson and more: https://lnkd.in/gwK2qFY5 📚 If you're testing, you need a research framework, yes. But also an execution framework. One that takes you from hypothesis to the treatment. Steph Le Prevost, Marc Uitterhoeve, Dave Gowans, Will Laurenson & Gabriela Florea shared theirs: https://lnkd.in/dNQUPwMj 📚 Jim Huffman of GrowthHit took it a step further with a Show & Tell. Where he applied the principles of his execution framework to carefully select the elements of 13 test variants. It's a true masterclass: https://lnkd.in/dJw9tEDx 📚 Layering signals is easy... But it is a case of garbage in, garbage out. If you're cocktailing qual & quant data, you need to ensure your quant data is accurately measured. And your qual data hasn't fallen victim to bias. How do you go about doing proper triangulation? Simon Girardin, Andra Baragan & Ellie Hughes show the way: https://lnkd.in/dCVTKSdv Special S/O to Deborah O'Malley & Marcella Sullivan who've helped many of these assets come together. 

𝗖𝗥𝗢 𝗡𝗲𝘄𝘀 | 𝗪𝗲𝗲𝗸𝗹𝘆 𝗥𝗼𝘂𝗻𝗱𝘂𝗽 | 𝗝𝗮𝗻𝘂𝗮𝗿𝘆, 𝟮𝗻𝗱 The best of #ABtesting and #optimization on #LinkedIn last week 👇 💬 Lessons from analyzing 350+ startup pitch decks 👉 Jimmy Acton: https://lnkd.in/d6qmf8GG 💬 We are about to see the dawn of a new type of tech: tools that can use AI to continually rewrite and render the code of your website, in real time, in the best way for each user, based on continual learning and feedback. 👉 Jonny Longden: https://lnkd.in/dzAbQAtB 💬 We're normalizing how we build systems for our clients, going away from bespoke, custom setups. 👉 Ben Labay: https://lnkd.in/dak66mPV 💬 I hate the naming confusion between CRO, CVO, Optimization, Experimentation, etc… 👉 Simon Girardin: https://lnkd.in/d8xZ_VeW 💬 A little "behind the scenes" of what I'm up to Saturday morning 👉 Ryan Levander: https://lnkd.in/djEpNfm2 💬 Why "you are what you measure" 👉 Julia Rumpf: https://lnkd.in/dFGTapKD 💬 6 Time Management Strategies Top Performers Swear By 👉 Oliver Kenyon: https://lnkd.in/d6fndXDZ 💬 "Meh" moments in A/B testing 👉 Deborah O'Malley: https://lnkd.in/dWSzg2mX #CRO #news #conversionrateoptimization #marketing #analytics #experimentation #convert #optimization

Wishing our amazing community a festive holiday season filled with with warmth, love, and a little bit of magic! 🎄 Take this time to recharge, celebrate, and create memories. We’ll be back, refreshed and ready, on January 1st! Here’s to all the wins we’ve shared this year and the incredible ones that await us in 2025. Enjoy the holidays - you deserve it! ❤️

📚 Lessons from #BeBetterNovember: What Did Our CRO Month Engagers Learn? We asked some of our top-10 engagers to share their reflections on the journey. The insights they gained highlight the true spirit of growth, learning, and community. Here's what they had to say: 🔹🔖 Atisha Banjare "From engaging with amazing women in the Speak Up to Uplevel challenge to exploring valuable concepts in the 15-Day Data Analysis challenge, #BeBetterNovember was a goldmine of learning. I deepened my knowledge of A/B testing, statistical power, and segmentation while also sharing my own perspectives on growth strategies like LTV analysis and AI monetization. It was all about meaningful conversations and active participation—definitely an enriching experience!" 🔹🔖 Takunda M. "Jevon’s paradox in action! One key takeaway: Over-optimized funnels can bring in traffic that doesn’t truly convert. The heart of CRO is finding the balance between optimizing for traffic and ensuring genuine conversions. #BeBetterNovember really reinforced this idea for me." 🔹🔖 Steven Hudspith "It’s been an absolute pleasure to follow Convert’s #BeBetterNovember. The content was packed with actionable insights. A huge thank you to the Convert.com team. Winning an iPhone 16 Pro Max was the icing on the cake!" From workshops and challenges to engaging discussions and shared perspectives, #BeBetterNovember wasn’t just about data and optimization. It was about fostering a vibrant community that learns, grows, and supports each other. #CRO #Experimentation #Growth #Convert

2024 was a whirlwind for the experimentation community. From transformative wins to hard-earned lessons, and the incredible people who made a difference, here's a quick look at the year's highlights: The Nice List ✨ - Transformative Wins: A redesign focused on accessibility boosted conversions, reduced legal risks, and retained a major client—proof that ethical design pays off! - Collaboration & Courage: From strong UX partnerships like Georgiana Hunter-Cozens at Creative CX to bold outreach from Alyssa Denise Balmes, teamwork and bravery defined 2024. - Simplifying for Success: A GuessTheTest winner showed that stripping down the funnel drove better results than add-ons. Smart, bold testing FTW. - Quiet Wins: Craig Sullivan reminded us that supporting peers behind the scenes, like recommending them for roles, can have an outsized impact. The Naughty List 😅 - Jumping the Gun: Early test results = false celebrations. Lesson? Wait for significance before the champagne. - Overconfidence Costs: Iqbal Ali’s rollout misstep invalidated multiple tests - quality assurance isn’t optional! - Hindsight Hits Hard: Craig Sullivan revisited past work from 2007, realizing how much his understanding of stats has grown. Stay humble, stay curious. Shoutouts 🥳 - Problem Solvers: Slobodan Manić for patience and knowledge-sharing, and Silvia Guardingo de la Riva for leveling up others with dev "cheat codes." - Mentors: Georgi Georgiev for making stats approachable, Nicolai Ahle Bjerg for his guidance at Truelinked, and Linda Bustos for her ongoing inspiration and expertise in eCommerce experimentation. - Innovators: Marcella Sullivan for her incredible community-building, Erin Weigel for co-creating a game-changing stats course with Lucas Bernardi, and Stephen Situ for rocking the stage at Experimentation Elite and the Creative CX meetup. - Community Builders: The Women in Experimentation Slack group + the work by folks like Marina Ostrowski, Trina Moitra, and Kelly Wortham have inspired more women to speak up and take the stage. (H/t to Georgiana again for this round of nominations). - Unsung Heroes: Jacob Funnell for encouraging resource-sharing, Deborah O'Malley for her GuessTheTest contributions, and Erin Weigel for always showing up for her peers. - Experimentation Champs: Shoutout to Alyssa Conlee for championing mentorship within her team, Paul Ogonowski for spreading deep insights on analytics and CRO, and Faye Watt for keeping the experimentation fire alive on LinkedIn with insightful content. As we look ahead to 2025, there is every reason to be optimistic. Experimentation will continue to evolve, shaped by the creativity and commitment of those who work to improve it. Let’s carry forward the lessons of this year, celebrate our wins, and embrace the challenges yet to come. Read the full blog by Marcella Sullivan & revel in the festive spirit. 👇 📌 https://lnkd.in/dypVmdQM

It takes a village to raise a kid. Or to accomplish something worthwhile! We'd be nothing without our community: The most understanding & patient customers, the most generous and genius network partners. Here are a few shout-outs we can't end 2024 without: - Marcella Sullivan: From advisor to Converter. Welcome to the team, again. - Daphne Tideman & Lucia van den Brink: It's been our pleasure & privilege to be in the trenches with you both, ideating & executing the Speak Up to Uplevel competition and of course, The Women in Experimentation summit, focused on diversity, inclusion, and value-first #CRO community experiences. - John Ostrowski & Marina Ostrowski: #BeBetterNovember wouldn't have been an ode to iterative improvement — had this dynamic duo not been our official ambassadors. - Deborah O'Malley — From well-organized panels to product deep dives, you've led the charge for Convert's marketing innovation. - Linda Bustos: We love making new friends. 🙂 Let's take on Ecom, together. - Alex Birkett: Been content buddies for a hot minute... In 2024, we began scripting a case-study worthy pivot. Exciting times ahead! - Tracy Laranjo. Secrets are best shared with kindred spirits. From mayhem to order🤫 - Ruben de Boer & Slobodan Manić: Two awesome people we learn from. You encourage us with your kind words and how you keep your personal bar high. - Kelly Wortham & Test & Learn Community (TLC): Thank you for inviting us into the inner circle. We are stoked to be making meaningful moves — with you. Projects to be proud of in the rear-view mirror. Unchartered territories up ahead... And gratitude in the here and now for our agency partners, each & every expert who has given of their time & know-how, and our loyal, engaged audience. We are 8600 strong. 10,000 is in sight. Let's go. Let us make 2025, a 10/10.

𝗖𝗥𝗢 𝗡𝗲𝘄𝘀 | 𝗪𝗲𝗲𝗸𝗹𝘆 𝗥𝗼𝘂𝗻𝗱𝘂𝗽 | 𝗗𝗲𝗰𝗲𝗺𝗯𝗲𝗿, 𝟮𝟯𝘁𝗵 The best of #ABtesting and #optimization on #LinkedIn last week 👇 💬 It's not marketing that wins, but the market that wins. 👉 Peep Laja: https://lnkd.in/dC2aWZ6M 💬 130+ and counting... How many CRO agencies are there again? 🤯 👉 Craig Sullivan: https://lnkd.in/dkAr2mXM 💬 How can you make each sale discount count? 👉 Linda Bustos: https://lnkd.in/dxabxQ47 💬 50 product marketer JDs and they all want something different! 👉 Alex Urquhart: https://lnkd.in/dV4jW3Fz 💬 8 cups of tea and the origin of A/B testing. 👉 Pritul Patel: https://lnkd.in/dJnGUv69 💬 Social proof still wins (and how!). 👉 Brian Schmitt: https://lnkd.in/d777-kG5 💬 You only have 5 seconds to show this... 👉 Rishi Rawat, the Shopify product page guy: https://lnkd.in/dZ8nbxFr 💬 Evergreen principles to live & business by. 👉 Nathan Hirsch: https://lnkd.in/dgVpXJaK 💬 4 drop-offs that should matter to every Ecom brand! 👉 Anthony Morgan: https://lnkd.in/dVtSsRQS 💬 First test didn't hit the bullseye? Keep trying. 👉 Samuel Hess: https://lnkd.in/dMZs7Yrb #CRO #news #conversionrateoptimization #marketing #analytics #experimentation #convert #optimization

This year, we have been on a mission to make a real difference - not just for businesses, but for the planet and the people on it. 🌎💚 Here’s how we’re creating change: 🌳 23,331 Trees Planted: Through our partnership with TIST, we’ve planted fruit trees in Eastern Africa. These trees do more than absorb carbon—they provide shade, protect soil, and yield fruit for families, creating sustainable livelihoods and stronger communities. 10% Top-Line Revenue for Impact: Each month, we dedicate 10% of our revenue to making the world better: 🌳 8% funds The International Small Group and Tree Planting Program (TIST) tree-planting projects, ensuring both ecological and social benefits. ☁️🌫️ 1% supports Stripe Climate, advancing cutting-edge direct air capture technology to remove CO₂ from the atmosphere. 🌐 1% contributes to Patagonia’s ‘1% for the Planet France,’ investing in impactful social and environmental projects. 🤝 Conscious Business Advocates: We only partner with brands that align with our values - no divisiveness, no pollution, and no harm to animals or communities. Our Conscious Business Check ensures every partnership works toward a better future. 🌍 Being Climate Positive: We go beyond neutrality with an ambitious goal to become 100x carbon negative, removing more emissions than we produce. This commitment drives us to embed sustainability into every aspect of our operations. We believe that saving the planet is everyone’s business, and every tree planted, every partnership formed, and every dollar invested makes a difference.

Here’s a look at what our #PowerPro contest winners learned and why we started this drive in the first place. The idea behind this initiative was clear: to bring expert knowledge - both from within our industry and complementary fields - straight to our community. As Sid Khaitan put it, “To unlock learning from experts - both in our own field and abutting fields - and bring it to Convert’s community!” Here’s what the winners have been saying: 📑 Sid’s session with Erin Balsa was packed with value. He walked away with actionable strategies to stand out in the marketing world and a deeper understanding of bold, effective messaging. Catch his full recap. 📑 Tracy Laranjo’s session with Bhavik Patel was incredibly impactful. Bhavik shared his personal consultancy deck, offering her a detailed look at how he pitches ideas and services —a skill she’s actively refining as an independent expert. 📑 For Helen Gottstein, winning a session with Eden Bidani means unlocking powerful copywriting insights. We can’t wait to see the results she’ll achieve with Eden’s guidance. These contests create space for unexpected breakthroughs, sparking fresh ideas, refining skills, and opening minds to new ways of thinking. To everyone who participated: thank you for making this so exciting. 💗 Stay tuned for more ways to grow and learn with us!