Sandeep Shah, the Director of Product at Web Trends Optimise, discussed the importance of researching and understanding a company's needs before selecting a testing platform. He suggested that research is the first step in understanding customer needs and problems before running any solutions. Additionally, it is important to consider how much traffic, resources, tests, integrations and features are needed when selecting a platform.

It was also noted that having a CRO person is beneficial for success in convincing a board of directors to do testing and having strong developers focused on experimentation is also important.

Finally, it was concluded that Conversion Rate Optimization (CRO) is a complex role requiring expertise in UX, data science, development, strategy and business consultancy with two approaches: velocity-driven or research-driven. This podcast conversation discussed the importance of research and customer insights in website optimization. It was noted that without research, it is difficult to determine what solutions are going to be most effective.