CRO is still often seen as a tactical bolt-on by senior leadership that lacks strategic thinking. As a relatively new field, conversion optimization strategy lacks influence in the upper echelons of an organization, and this is blocking businesses from building a successful experimentation culture like Skyscanner, Booking.com, and Shop Direct.
Optimization, by nature, is an exact science – strategize, execute, analyze. Those who are good at it are methodical, detail oriented, and observant. However, in every industry, there are people who think they know more than they actually do.
Sophie Harpur discusses how Effective Experiments’ project management platform has helped her company’s experiment teams in this Skyscanner case study.
After nearly a decade of working with hundreds of experimentation programs across global enterprises, we’re excited to announce our evolution from Effective Experiments to Efestra.
