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?

This month on #TheBiglift we are joined by Luke McDermott, Head of Digital Optimisation at Modo25. His expertise lies in SEO, UX and CRO, and he will be exploring why SEO and AB Testing should work hand in hand. Luke outlines how you can utilise an SEO strategy alongside testing techniques to maximise the performance of the content on your site. KPI's are important to measure the success of your tests, and Luke explains why it is key to set these to keep the balance between testing and SEO. There are lot's of key things, particularly content, you can incorporate into your website to maximise your SEO strategy, and testing techniques allows you to determine the strongest variation of this.

00:32 Introduction

01:00 Guest Background

01:44 Can disparate teams work towards a common goal?

04:20 Where do you start?

06:52 What levers do you need to pull to get SEO and AB Testing to work hand in hand?

08:24 Criteria for success

11:22 Does User Experience have any bearing on SEO?

13:57 Can “Off-Page” content and SEO keywords be tested?

17:13 Does AI change things for SEO rankings?

19:40 Getting AI to ask questions to build better content

25:58 How often should the effectiveness of on-page content be checked?

This month on #TheBigLift we are welcoming back Jonny Longden, Chief Growth Officer at Speero. Jonny was first on the podcast nearly 4 years ago, and its great to have him back to continue to evaluate the ever changing experimentation landscape. On this episode, Jonny discusses building a strategic framework for achieving sustainable business growth. He outlines his view that experimentation should be treated as a strategic function that can help guide projects within the business through strategy led initiatives. Jonny explores why it is important for businesses to be agile to achieve this and continue learning as they develop and grow.

01:05 What is Experimentation Led Growth (ELG)?

02:07 Putting a man on the moon

06:54 Can Experimentation Led Growth work for every company?

10:08 ELG is strategic and needs Board-Level buy-in

17:34 Is using the term Experimentation in ELG confusing?

22:00 What’s the key message to introduce ELG to an organisation?

24:37 What are the first steps that need to be implement?

28:13 Does ELG need strategic goals?

29:53 Is now the right time to introduce ELG?

35:00 Does ELG require a rigid structure?

38:44 Can the success of ELG be measured?

Welcome to a special edition of the The Big Lift podcast presented by Webtrends Optimize Product Director, Sandeep Shah and featuring our special guests, Steve Moran & Nigel Vaughan from Conversio, a leading B Corp-certified CRO agency dedicated to advancing digital performance through data-driven insights and custom strategies.

We all know personalisation is a cornerstone of any strong CRO strategy but let’s be honest, most brands are only scratching the surface. Sure, welcome messages and product carousels are a good start, but personalisation can (and should!) go so much further.

Done right, it doesn’t just improve conversions. It creates experiences that feel meaningful, relevant, and human. It’s what turns one-time buyers into lifelong fans.

That’s exactly what Webtrends Optimize and Conversio explored together in their latest video podcast. It’s a practical, insight-packed conversation about the real data you should be paying attention to, the experiences your customers actually care about, and how to move beyond the usual tactics into something genuinely powerful.

If you’re ready to rethink what personalisation really means - and how to do it better - this is definitely one for you.

This month we are joined by Lars Schleibach, Senior Solutions Engineer at Fullstory. Lars explores the work Fullstory do with their clients to understand the user journey, identify pain points, and improve conversion rates by ensuring a seamless shopping experience. Fullstory's Behavioural Analytics insights are incredibly intuitive and can really dig into the experience of the user. This is an effective method alongside testing tools as it can help to identify which areas of your website you should be experimenting on. Avoiding user frustration is key for conversion, and Lars explores how businesses of all sizes can benefit from an improved profit margin as a result.

00:30 What is Behavioural Data Analytics?

04:26 How can you turn anonymous prospects into known visitors?

09:54 Can you change the content on the fly for frustrated visitors?

15:57 Removing error message frustrations

22:07 Tone of voice and error message descriptions

23:20 Intent to purchase “triggers”

25:19 Applying discounts / offers only when applicable

29:37 Should marketers be responsible for margin as opposed to sales?

35:08 Using the data from FullStory to optimise the customer experience

This month on #TheBigLift we are exploring the idea that successful experiments are dependent on research, and how you can still be spontaneous whilst being knowledgeable and well-informed. This month's guests Harriet Swan and Steph LePevost from Conversion delve into the important components of good research, including active listening, lateral thinking, asking the right questions and an understanding of human psychology. At Conversion, they utilise their own Lever Framework when working with clients so they can categorise and prioritise depending on what they have learnt about their client. This is an effective way to tailor questions to objectives and experiences, really getting the most out of your research.

01:00 How do you define what to research?

03:59 Does planning your research impede spontaneity?

05:08 How do you prioritise the research?

09:20 Choosing the right research method

10:48 Can psychology play a role in how the research is carried out?

14:25 Dealing with the HIPPO (Highest Paid Person Opinion)

17:58 Greatest impact or ease, which comes first?

21:18 Can you plan around emotions?

25:25 Puling the research together

27:22 Research methodologies