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

20 Nov 2022
12:10 - 12:40
Keynote Room

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

Marianne Stjernvall – formerly known as CRO lead @ COOP Sweden

1 minute video preview

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

Great insights, clear talk. inspiring.



This is the link to the live notes of Marianne her talk

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?

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