CXL Greatest Hits: Better Decisions for Growth

Key Learnings from the CXL Conference.

Think UX, CRO, A/B Testing, Experimentation and Growth!

The CXL Conference

CXL is a leading education platform and well respected in the CRO community. Peep Laja has done a great job building multiple businesses and a community in the Growth and CRO community. (Reminder of what is CRO)

Great discussion, caliber of practitioners, and learnings on the topics of growth, operations, research, messaging, tools, experimentation, personalization, and psych principles to unlock growth for brands.

I highly recommend the conference. Peep has distilled the time down into what is important and structured it well. They polled attendees on their ideal topics to discuss and matched them up with 5-6 others to help and compliment them at round table discussions. These discussions formed the majority of time and was complimented by fun happy hour at a rooftop in Austin and compelling speakers. Sounds obvious but you'd be surprised how few do this.

Let's dive into our favorite learnings from the event...

Today's post covers making better decisions...

Making Better Decisions to improve Growth

 Cassandra Campbell leads Experimentation for Shopify and nailed her presentation.

RBL is a Shopify Certified Partner

How does she think about better decisions?

Say No. Saying no to 10,000 things is key to growth

Most organizations only improve things (via testing and experimentation) 10-30% of the time.

This made me think of RBL's CRO win rate...

While organization and growth testing is different I was proud to report that we are north of 60% win rate on our experiments...but I digress. (don't worry we will write about this more later)

Assumptions can improve growth if well informed

Assumptions need to be informed by data. Where does the data come from?

1. Data 

   1. First party data

   2. Qualitative data --> PRO TIP: This is where people under invest.

   3. Experiment results

2. Looking externally --> PRO TIP: This is where people under invest.

   1. Industry data 

   2. Competitor data 

   3. Published studies 

Link to research study on the notion of When Choice is Demotivating: Can One Desire Too Much of a Good Thing? --> Choice is not always a good thing.

Reminds me of Don’t Make Me Think, one of the many good influences on our UX, Paid Media, and CRO thinking. --> Remove friction, cut to the chase, emply common sense and intuitive wins in UX and CRO.

How do we validate assumptions?

We have written about this topic in how we approach thinking as a team debating topics on paid media trade offs for growth.

It is one thing to have great practitioners and teams that can manage and grow e-commerce brands using Paid Media, CRO, or Affiliate Marketing.

It is quite another to ensure you are making the RIGHT decisions using data informed assumptions.

My hope is that the framework can help you and your team make better decisions for GROWTH!

Big thanks to CXL, Peep, and Casandra.

See you next year!