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Kailas Elmer: Speaking at the Smart Communication + Connected Business Expo

Kailas Elmer

Experience Director  -  Pomegranate

Is "CRO" bullshit or a serious weapon?

We need to talk about Conversion Rate Optimisation. If you're in CX or UX, at some point you'll be asked about your position on CRO. But how much is there really to say? Is "CRO" just another way of marketing cut scope customer research? Clients often have a single objective in mind, but can focusing on a limited KPI be detrimental? Does CRO disregard the brand and the product?

3 key delegate takeaways from session:

- Before focusing on CRO, don't ignore the holistic picture
- Why real user insight is still the key to improving conversions
- How and when to integrate a CRO programme into your CX and UX strategy

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