In this episode, Dave Powell, CRO researcher at Loop Earplugs, shares insights on A/B testing and experimentation. He emphasizes the importance of embedding CRO in the overall company strategy and highlights the need for a reverse funnel tree to identify areas for optimization. Dave also discusses the balance between qualitative and quantitative research, noting that what people say and what they do can be different. He shares a surprising experiment on price perception, where displaying the currency symbol differently resulted in a significant increase in add-to-cart rates. Dave also warns against common pitfalls in CRO, such as siloed thinking and lack of a growth strategy.

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