How I approach conversion optimization through user behavior, decision friction, experimentation, and journey evidence.
CRO is not only testing buttons.
The useful question is why a user does not move forward. Sometimes the problem is friction. Sometimes it is uncertainty. Sometimes the offer is unclear, the proof is weak, the timing is wrong, or the user is being asked to decide before they trust the business.
How I approach it
I start with behavior, then instrumentation, then experimentation:
- identify the decision the user is trying to make
- find the friction, uncertainty, or missing confidence
- check whether analytics and session evidence support the hypothesis
- design tests around behavioral mechanisms, not cosmetic preferences
- interpret results in context rather than treating the winning variant as a universal truth
Good CRO connects psychology, evidence, copy, design, analytics, and commercial strategy.
Where this connects
CRO depends on analytics quality and tracking architecture. If the measurement is weak, experiments can look precise while answering the wrong question.