Welcome Back Tim, Our Brilliant (Returning) CRO Director

Over the past nine months or so, I have been working back in the finance sector at Experian, driving forward optimisation for their credit marketplace offering (credit cards and loans). The role involved heavy personalisation optimisation to serve the right message to the right user at the right point in their journey. Coming back to Fresh Egg was a no-brainer. The people, the variety of work and the direction the agency is going made me want to come back and get stuck in again.

Firstly, Welcome Back, Tim. Tell Us a Bit About What You’ve Been Up To and What Drew You Back to Your Role as CRO Director Here at Fresh Egg?

I think one of the main things is working with a talented team. It is clearly an exciting time for Fresh Egg, and helping to grow the optimisation offering at Fresh Egg, as well as the opportunity to do more with AI, was too much of a pull.

I believe CRO has undergone significant evolution recently. Obviously, over the past couple of years, AI has been at the forefront of many CRO webinars and conferences. It has become clear that businesses that harness AI to support key business metrics will have the most success. As a result, we are witnessing increasingly dynamic and tailored journeys for users across all industries, ultimately leading to a better user experience. Additionally, with the economic squeeze, I personally think CRO is more important than ever to make sure your website is converting the traffic you are receiving as efficiently as possible, so revenue is not being "left on the table."

As previously mentioned, it is clear that businesses must increasingly harness the use of AI to avoid being left behind. In the optimisation space, AI is evolving, with AB testing tools incorporating AI functionality for test creation and ideation, along with the ability to utilise AI-predicted models to display key content and recommendation features to customers.

Ultimately, in the future, we will see an even bigger shift to hyper-personalised journeys through the use of AI using data (already being done by companies like Netflix), and that will impact the way AB testing implementation and strategy will have to adapt

I have found that a combination of quantitative and qualitative methods yields the most insightful results. Firstly, knowing where your users experience friction is key, and then using other methods, such as unmoderated user testing, to determine why they encounter friction at specific points in the journey. Another key source I have used to significant effect in the past is call listening. This tactic is effective in understanding customer friction and provides a different lens on user struggles and opportunities.

When asking my son and wife, they said "Website stuff".

Think it would have to be Amazon and Spotify.

I don’t think this has changed from before, poached on sourdough toast.