'We aren't in Kansas anymore' says Chris Hood, Global Sales Manager at Webtrends Optimize, when it comes to the advancement of CRO. In this episode, Chris discusses the growth of Website Optimisation and the huge arsenal of features now available. However, you should not fall into the trap of trying to use all of these, and the key is to utilise the right features for your industry, which good research will provide valuable insights into. Using a CRO tool like Webtrends Optimize will mean you have access to an extensive tool kit, with the ability to AB Test and iterate at each stage, which Chris says is essential throughout your testing journey.