Shiva Manjunath, a senior strategist at Speero, joined Will for a conversation about conversion rate optimization (CRO). Shiva discussed the big myths and mistakes brands face in CRO as well as what they need to be focusing on. He shared his own experiences with testing and optimization - from his coffee setup to training his dog - emphasizing the importance of testing out different approaches to find what works best.

They discussed the importance of personalization when it comes to best practices, using the gym analogy to explain how following basic workouts can only take one so far without understanding their own unique needs. They also discussed the importance of motivation versus friction when it comes to website usability and how discounts can be used as a motivator but should not be the only solution for increasing conversions.

Finally, they discussed how providing users with better information can educate and motivate them, such as adding more fields on conversion forms in B2B which allows salespeople to have a better understanding of user's needs. Shiva and Will discussed common myths, mistakes, and pet peeves related to conversion rate optimization (CRO).