By specifically calling out Conversion Rate as the thing that is optimised, “CRO” distracts from the incredible adaptability of its methodology .
A quick Google search of the term uncovers a clear bias towards application on web channels, but there is no reason Test & Learn teams should limit themselves to this channel! The cycle of definition, opportunity identification, hypothesis generation, experiment execution, and analysis can be applied to far more than just the web channel with at least the same level of success.
In my Test & Learn practice, we use this approach to continuously improve marketing tactics, customer service channels, and customer experience design as well as digital customer journeys.
What else in this newsletter:
- Why you need a data layer
- #GTMTips: send page visibility state to Google Analytics (from Simo Ahava)
- Optimizely raises $50 million
- Event: 10th Data Science NL Meetup @ Picnic
And job opportunities @ Belvilla and Coolblue
Enjoy your week!