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.

The road to becoming a productive member isn’t a short one and often a lot of time spent in the first few weeks and even months could be dealing with onboarding processes, training and then tackling legacy issues.

In the optimization world, especially with client-facing agencies, transparency relates to an agency showing their client what they’re working on and what they need to do. This transparency also needs to occur between teams and individual employees working on a project, and is something you should be taking seriously.

What does building a CRO program have to do with Marvel's avengers.

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.