In the new episode of The CRO Hour by VWO Podcast, host Subho Mukherjee sits down with Matt Maidment, Head of CX at REO, a leading digital experience agency based in London. 
With four years of hands-on experience in industries like travel, fashion, and eCommerce, Matt brings a wealth of knowledge on creating engaging customer experiences and delivering measurable business outcomes. 
Matt has led comprehensive optimization workflows - from ideation and research to in-depth post-test analysis - all aimed at delivering experiences that align with user expectations and also meet key business KPIs.
In this episode, Matt dives into:

Evaluating both successful and failed tests to gather insights, and inform future tests

Balancing quantitative data with qualitative insights, and making they work together

Conveying the value of proposed tests to clients, and securing their buy-in


[00:00] A quick sneak peek into the episode
[02:00] Matt and Subho kickstart the conversation
[04:03] Prioritizing hypotheses and what to test when running CRO programs for clients
[05:50] How Matt secures client buy-in when presenting testing ideas 
[07:04] How to balance quantitative and qualitative data in CRO and when to prioritize each type
[08:56] How to implement advanced server-side tests and what factors to consider
[11:10] How to ensure alignment between designers, copywriters, and developers 
[12:30] Safeguards to ensure test results are accurate and statistically significant
[14:23] Post-test analysis process at REO and how to approach both successful and failed tests
[16:03] How to decide between an experiment or personalization campaign to address specific friction points
[18:00] Experimentation mindset and maturity level among UK businesses
[19:18] Advice for businesses that doubt the benefits of CRO 
[20:51] How AI is impacting CRO 
[22:24] Traveling to Mauritius and Tokyo
[22:49] Rapid-fire questions - What would you do differently if you were starting a career in CRO today?
[23:17] Go-to travel destination in Europe
[23:34] One thing AI will replace in the next 3 years
[23:54] Book recommendations for listeners
[24:14] Alternate profession you would have chosen, if not a CRO specialist
[24:30] One CRO metric people should stop obsessing over
[24:50] Dream or goal you want to achieve in the next 3 years
[25:12] Matt and Subho sign off

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