Keynote: CRO & sustainability

Keynote: CRO & sustainability

Theo van der Zee – Freelance Conversion Specialist

Small video preview

Full keynote video access available for members (tickets here).

Kevin – Product Manager Experimentation, feedback through our #CH2024 attendee survey:

Best presentation. Really motivates me to work on this topic in the next year.

Slides

Notes

This is the link to the AI notes of Theo his talk

Questions asked by attendees through our #CH2024 app:

• Nice new topic! What is your opinion on compensation options like planting trees for flights.
• Shouldn’t they tried the green leaf at the other points? Maybe the green leaf does the job?
• What happens when a sustainability winning experiment causes a result that’s less profitable for the organisation?
• Did you check if the filters for ecofriendly products actually use valid criteria for classification?
• Have you seen any successful examples of offering carbon offsets for a higher price?
• “Sustainable” is relative. Not buying a product is always the most sustainable choice. How do you think commercial companies deal with this? Would they still add the labels & options if it hurt sales?
• Some companies are don’t label more sustainable products because they fear being accused of green washing or that the product is not green enough. Any advice on navigating it?
• Won’t there be legal problems if products are labeled with the sustainability label, as there are no objective criteria for this label?
• Would you test creating a group feeling (as Apple did) of we (shopping ecofriendly) vs. them (“shopping like a billionaire” to quote the worst)?
• Shouldn’t there be more regulation? But with leaders in the world who deny global warming or sustainability needs or companies/customers not naturally moved to do will it not just be more expensive?
• Did you also find similar examples of best practices for services providers or SaaS companies?
• With all companies doing and showing various things, CO2, greener options, green leaves etc, doesn’t it become very unclear for consumers?
• What about the rise of webshops like Temu or Shein in Europe? Should you think this should be regulated?
• Do you think we can figure out sustainability ranking on used cars? So much conflicting information about new (more eco friendly) or used (no new production)
• I have an example of improving profitability, increasing the green delivery rate and decreasin conversion rate. I would love to talk to you about it