Will and James Robinson, the head of CRO at Sophology, discussed conversion rate optimisation for high ticket products. They discussed their experiences in user research, analytics, conversion optimization, and marketing, focusing on the importance of measuring the impact of changes made to improve conversions.

They discussed a process of researching and understanding customers, prioritizing what should be done next, testing tactics that may require developer input or strategic changes, and bookending tests with post-user research. They also discussed tracking website activity to determine if people are likely to go into a store as a result of a test. The conversation then shifted to helping customers find the right product from a large selection.

Finally, they highlighted the importance of QA testing for websites to identify browsers and devices that are driving revenue as well as any potential bugs that could be hindering customer experience. Will and James discussed the approach to CRO at Sophology, focusing on the online e-commerce store.