In Conversation With Ian Fong | CRO Wizards by VWO Podcast (Episode #5)
VWO PodcastWelcome to another exciting conversation on the VWO Podcast. In this episode of the CRO Wizards series, our host, Jinal Shah, sits down with Ian Fong, Managing Director at Experior, to delve into the intricacies of Conversion Rate Optimization (CRO).
Tune in as Ian shares his expert insights from over a decade of experience in the industry, offering a comprehensive look into the strategies and challenges of optimizing conversions.
Starting with the fundamentals, Ian emphasizes the importance of understanding current performance through meticulous CRO audits.
He details his approach to evaluating effectiveness, ensuring that both strengths and weaknesses are identified.
Ian also addresses the unique hurdles faced when working within highly regulated industries like finance, providing practical solutions to overcome these barriers.
As data privacy regulations tighten, he discusses the evolving role of user research and testing, stressing the need for adaptability in an ever-changing landscape.
In this episode, Ian also talks about extracting actionable learnings from both successful and unsuccessful tests.
For businesses looking to advance their testing capabilities, he underscores the importance of transitioning from basic web testing to more sophisticated server-side testing.
He also shares his vision for the future of CRO, highlighting exciting trends fueled by advancements in AI and machine learning.
With a particular focus on the Australian market, Ian identifies industries that are leading the way in experimentation and those that need to embrace it more fully.
Catch this episode on Spotify, YouTube, and all your favorite podcast streaming platforms.
(00:00) Start of the episode
(03:38) Ian and Jinal begin the conversation
(04:54) Strategy for conducting CRO audits
(06:56) Balancing data analysis with the creative side of conversion rate optimization (CRO)
(07:52) Running CRO programs in highly regulated industries like finance
(12:33) Data privacy concerns and the evolving role of user research
(16:00) Dealing with failed tests
(18:36) Going from front-end to server-side testing
(21:08) Exciting trends in CRO and the impact of AI
(23:20) Australian industries that have embraced CRO
(26:38) Website pages that are often ignored in CRO
(31:37) 'Surprise' rapid-fire round
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