This month on #TheBigLift we are joined by Danni Betts, CRO Lead at Tank, as well as Chris Hood, Global Sales Manager at Webtrends Optimize. They explore how the use of CRO can be used to understand friction points in a customer's subscription journey, identifying which customers are most at risk and tailoring interventions to encourage them to stay. Understanding more about your customers is particularly important in a tough economic climate and when churn rates are high. Effective retention includes analysing behavioural signals and identifying opportunities for offers, prompts and more. And testing and optimisation is key for this!

00:30 Intro

01:17 Are companies already talking about how to reduce subscription churn?

04:15 Is Retention Optimisation are real thing?

07:03 Can you manage the propensity to cancel?

09:23 Reasons why users may want to cancel

12:10 How do you build a customer journey to retain customers?

15:30 How can you persuade a customer to stay?

18:32 Can personalisation help in keeping customers?

23:46 Can other channels help solidify reasons to stay?

27:03 How can you measure the success of customer retention?

31:56 When is the optimal time to re-engage with lost customers?

This month on #TheBigLift we are joined by Myles Humphrey, Head of CRO at Fresh Egg. On this episode, Myles discusses his view that we need to think differently about the 'Volume = Results' approach, and that companies should exploit their owned assets more. By this, he means instead of focusing heavily on PPC, businesses should get more value out of their owned assets like their website or apps. Alongside this, Myles explores the idea of conversion flow; not just what happens on the website but whole conversion journey.

00:31 Intro

02:05 What are owned assets?

03:00 How can they be used to improve the effectiveness of CRO?

03:53 What is conversion flow?

05:00 How can you improve your conversion flow?

07:00 How can we more person centric in our approach to CRO?

08:57 Will that approach deliver a quick ROI?

11:05 Can you build a physical brand experience online?

13:00 Using testing to help build a better online relationship

15:01 Rebuilding your online relationship

21:42 Returning customers are usually more profitable

22:38 How can you ascertain if your conversion flow isn’t delivering?

24:47 Is time the biggest constraint?

26:32 Conclusion

On this episode of #TheBigLift we are joined by Johann Van Tonder, CEO of AWA Digital, who first appeared on our podcast 18 months ago. This episode focuses on the benefits that AI can have to your organisation, rather than just using it to reduce costs. 'Everything will become something that we cannot understand today', says Johann. He argues that the growth of technology and AI in particular proves this, and the best is still come. Johan says that eventually AI will be used to achieve the mundane tasks, and this applies to CRO as well. But, if you use it for more advanced aspects of your CRO strategy then it can become a valuable tool.

00:00 Intro

01:10 Can AI and CRO work together?

04:55 AI is a “Tectonic shift”

07:45 “AI can help move stuff around the page but it doesn’t help”

09:40 Sam Altman, CEO of Open AI predicts AI can do everything and at almost no cost

11: 26 Will AI mean organisations will cut back on people?

13:25 Are “T-Shaped Marketers a thing of the past?

20:14 Will the power in the CRO talent stack change?

20:30 Should you get AI to rewrite the job specs in the marketing department?

25:12 What should those going into university be studying to be a future marketer?

30:00 How do marketers need to adapt to survive in this new AI world?