Summary

This carousel summarises Abi’s takeaways from the State of CRO 2022 webinar with Ton Wesseling and Jan Marks, looking at what the report revealed about the state of conversion optimisation teams, tools, culture, and organisational maturity.

The core message is still painfully relevant: CRO may have become more visible to senior stakeholders, but many practitioners remain under-resourced, isolated, and judged by weak measures such as conversion rate, revenue, and experiment velocity. The carousel highlights the gap between CRO activity and CRO quality, arguing that more tests do not automatically mean better learning.

It also points to recurring industry problems: poor prioritisation, lack of development resource, inaccessible learnings, weak onboarding, and the emotional tax of comparing yourself to mature teams with far more support. The practical thread running through it is simple: CRO teams need better buy-in, better access to insight, better organisational embedding, and a broader view of optimisation than just running another A/B test.

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Topics

• Why CRO awareness was growing, especially in larger organisations

• Why CRO practitioners were still lonely and overloaded

• Why common KPIs like conversion rate, revenue, and experiment velocity can mislead

• Why insight can matter more than raw test volume

• Common barriers for underperforming CRO teams

• Why simple changes, copy, nudges, and broader thinking can still create impact

• What good CRO needs next: buy-in, culture, resource, and tolerance for failure

Best for

CRO practitioners, experimentation leads, UX researchers, product teams, digital optimisation teams, and anyone trying to build a more mature experimentation culture without burning out in the process.

Background

This is an early marker of Abi’s long-running argument that optimisation fails when teams confuse activity with learning. It connects neatly to later Corpus thinking because the problem is not just “run more tests”; it is whether the organisation is learning from the right evidence, recording it properly, and acting on what is actually true.