In the new episode of The CRO Hour by VWO Podcast, host Subho Mukherjee sits down with Matt Maidment, Head of CX at REO, a leading digital experience agency based in London. 

With four years of hands-on experience in industries like travel, fashion, and eCommerce, Matt brings a wealth of knowledge on creating engaging customer experiences and delivering measurable business outcomes. 

Matt has led comprehensive optimization workflows - from ideation and research to in-depth post-test analysis - all aimed at delivering experiences that align with user expectations and also meet key business KPIs.

In this episode, Matt dives into:

• Evaluating both successful and failed tests to gather insights, and inform future tests

  
  



• Balancing quantitative data with qualitative insights, and making they work together

  
  



• Conveying the value of proposed tests to clients, and securing their buy-in

  
  

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

[02:00 ] Matt and Subho kickstart the conversation

[04:03 ] Prioritizing hypotheses and what to test when running CRO programs for clients

[05:50 ] How Matt secures client buy-in when presenting testing ideas 

[07:04 ] How to balance quantitative and qualitative data in CRO and when to prioritize each type

[08:56 ] How to implement advanced server-side tests and what factors to consider

[11:10 ] How to ensure alignment between designers, copywriters, and developers 

[12:30 ] Safeguards to ensure test results are accurate and statistically significant

[14:23 ] Post-test analysis process at REO and how to approach both successful and failed tests

[16:03 ] How to decide between an experiment or personalization campaign to address specific friction points

[18:00 ] Experimentation mindset and maturity level among UK businesses

[19:18 ] Advice for businesses that doubt the benefits of CRO 

[20:51 ] How AI is impacting CRO 

[22:24 ] Traveling to Mauritius and Tokyo

[22:49 ] Rapid-fire questions - What would you do differently if you were starting a career in CRO today?

[23:17 ] Go-to travel destination in Europe

[23:34 ] One thing AI will replace in the next 3 years

[23:54 ] Book recommendations for listeners

[24:14 ] Alternate profession you would have chosen, if not a CRO specialist

[24:30 ] One CRO metric people should stop obsessing over

[24:50 ] Dream or goal you want to achieve in the next 3 years

[25:12 ] Matt and Subho sign off