This episode challenges the traditional definition of Conversion Rate Optimization (CRO), arguing it's too narrowly focused on "purchase conversions" and fails to capture broader business growth. Alex McEachern of Intelligems and the host discuss renaming CRO to "Growth Testing" or a similar term to reflect its true purpose: optimizing for profitable business growth across all key metrics, not just sales. They emphasize that true optimization involves understanding trade-offs between different KPIs like AOV, profit, and conversion rate, and aligning these with the ultimate goal of the business.
Alex McEachern is Head of Marketing at Intelligems, where he helps ecommerce brands unlock profitable growth through pricing and retention strategies. With a background spanning product marketing, product management, and brand development, Alex has led cross-functional teams and go-to-market efforts at high-growth companies.He is acclaimed for building strategic narratives, scaling brand visibility, and launching initiatives that align product experience with customer value. A graduate of Wilfrid Laurier University with a BBA in Marketing, Alex brings analytical depth and creative energy to the intersection of growth, user experience, and commerce. His work is informed by a passion for behavioral psychology, practical experimentation, and a belief that great brands earn trust over time, not just clicks.In This Conversation We Discuss:[00:00] Introduction[02:20] Disclosure on the Intelligems partnership[04:05] Mistranslating conversion rate optimization[07:50] Why CRO undersells what the work is[10:15] Different stakeholders, different trade-offs[12:00] CRO specialist vs Chief Revenue Officer mix-up[13:18] Callouts[13:28] Statistical significance and informed decisions[18:30] The truth about minor test tweaks[21:15] Where AI actually helps experimentation[25:50] Coining the term growth experimentation[28:10] AI in the wrong hands is dangerousResources:Subscribe to Honest Ecommerce on YoutubeA/B Test Prices & Offers for Ecommerce intelligems.io/ Follow Alex McEachern <a rel="noopener noreferrer nofollow" href="http://linkedin.com/in/alexmceachern" tar