#281 CRO | Matt is joined by Haley Carpenter, founder of Chirpy, a conversion rate optimization agency. Haley has nearly a decade of CRO experience across agency, SaaS, and eCommerce, and she’s known for helping brands use research and testing to make smarter marketing decisions.

Matt and Haley cover:

• Why CRO isn’t just A/B testing, and how research should guide every optimization effort
• How to approach CRO when you don’t have massive website traffic, including scrappy testing methods and tools
• The role of messaging, value props, and social proof in driving higher conversions (and where B2B often lags behind DTC)

By the end, you’ll have a clearer picture of how to approach CRO as a system, not just a set of tests.

Timestamps

• (00:00 ) - – Intro
  


• (02:09 ) - – Who is Haley Carpenter
  


• (03:09 ) - – What CRO really means
  


• (06:09 ) - – Research vs. testing explained
  


• (10:09 ) - – Where to start CRO on a website
  


• (13:09 ) - – Testing with limited traffic
  


• (17:09 ) - – Using data for smarter decisions
  


• (20:09 ) - – Building a culture of testing
  


• (24:09 ) - – How to report CRO results
  


• (29:09 ) - – Scrappy tools: Clarity & Hotjar
  


• (34:54 ) - – What B2B can learn from DTC
  


• (38:54 ) - – Why messaging matters more than features
  


• (42:54 ) - – The power of social proof
  


• (48:54 ) - – Common blockers to CRO success
  


• (50:54 ) - – A surprising test result (+7% sales)
  


• (52:54 ) - – Vanity metrics vs. real business outcomes
  


• (56:54 ) - – Closing thoughts

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