Keynote: From nothing to a full-scaled CRO team doing 20 tests per month

20 Nov 2022

12:10 - 12:40

Keynote Room

Marianne Stjernvall – formerly known as CRO lead @ COOP Sweden

Erik – Marketer, feedback through our #CH2022 attendee survey:

Great insights, clear talk. inspiring.

Questions asked by attendees through our #CH2022 app:

How did you know you were missing data? How did you calculate the initial 60 and then 90%?
Why is UX not in the CRO team?
What is the role of the CRO specialist? Is she/he responsible for Research and validation?
What is your biggest fuck up?
Were the ‘stress tests’ kind of explorative experiments? So testing used as a research methodology?
Could you please explain what do you mean by personalisation tests?
Is it not easier to do more tests with the same impact as last year instead of doing less test with more impact (which is really hard to predict)?
Is there a reason why “Sr Management Buy-in” wasn’t done earlier?
How do you calculate the share of sales through CRO?
Where are you going to work now and in which role?
What is the mathematical formula behind the ‘advanced calcultation’ to extrapolate to added revenue?
KPIs on value / revenue are nice, but often they can not be summed up (that the total is bigger than the actual revenue). How do you deal with this?