{"id":112082,"date":"2026-03-18T15:00:00","date_gmt":"2026-03-18T14:00:00","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/how-top-cro-professionals-think\/"},"modified":"2026-09-04T14:26:40","modified_gmt":"2026-09-04T08:56:40","slug":"how-top-cro-professionals-think","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/how-top-cro-professionals-think\/","title":{"rendered":"Feed Driven, Creative Ideas: How Top CRO Professionals Think with Richard Joe"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Do you want to feed driven, creative ideas into your CRO plan \u2013&nbsp;but aren&#8217;t sure where to start?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Richard Joe shares his unique journey that led him to CRO, his actionable insights that can help all marketers take a step toward increased conversions, and his predictions for CRO and experimentation in the near future.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Currently working as an Experiment Lead at <a href=\"https:\/\/www.yoghurtdigital.com.au\/)\">Yoghurt Digital<\/a>,&nbsp;Richard Joe is passionate about CRO and deeply intrigued by the different ways to feed driven, creative ideas that have a tangible impact on business success. Richard is also the host of the podcast <em>Experiment Nation. <\/em>With more than 10,000 subscribers on YouTube, it has grown into a global community of CROs sharing fresh, innovative perspectives in the field. He has also spent several years gaining experience across a wide range of industries, including e-commerce, real estate, and healthcare. His background across SEO, paid search, and web development shaped the well-rounded CRO expertise he has today.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Richard spoke with Wingify\u2019s Head of Marketing and the host of <em>The 1000 Experiments <\/em>podcast, John Hughes, about his vast experience in CRO across various marketplaces, the future of CRO, and how experimentation can be humanized and approachable for all.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are the main points from their conversation to remember.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-spotify wp-block-embed-spotify wp-embed-aspect-21-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Spotify Embed: How Top CRO Professionals Think | Richard Joe\" style=\"border-radius: 12px\" width=\"100%\" height=\"152\" frameborder=\"0\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\" src=\"https:\/\/open.spotify.com\/embed\/episode\/0C37m61RBEmcaFgN0aQCyp?si=QEG3USZKSE2k5_0rEhggWQ&amp;utm_source=oembed\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 id=\"h-anyone-can-get-started-in-cro\" class=\"wp-block-heading\"><strong>Anyone can get started in <\/strong>CRO<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Even if you\u2019ve never heard of <a href=\"https:\/\/wingify.com\/resources\/conversion-rate-optimization\/\">Conversion Rate Optimization (CRO)<\/a> before, Richard Joe reveals how it\u2019s <strong>more than possible to embark on this experimentation journey with no previous experience.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Having not even heard of the term \u201cCRO\u201d until 2016, Richard came across this word for the first time when someone he knew working in affiliate marketing in the e-commerce space was posting on social media. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Without even knowing what A\/B testing was, despite having worked in marketing and web development, Richard was fascinated to learn more \u2013&nbsp;as he was already working in an industry where clients were doing split testing.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After this, Richard joined a team in general marketing and continued to pursue this interest by playing around with simple things while working in roles for SEO or paid ads \u2013&nbsp;such as changing the font on a CTA button, headlines, and images. This sparked further curiosity and made him interested in CRO not from a business angle, but the creative aspect in taking an idea and eliciting tangible change.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bringing out the more inquisitive, psychological aspects of his mind \u2013&nbsp;Richard was interested in how creative ideas can turn into multimodal moments that are capable of delivering new analytics, statistics, and actionable insights.<\/p>\n\n\n\n<h2 id=\"h-5-principles-every-marketer-should-apply-to-improve-conversions\" class=\"wp-block-heading\"><strong>5 principles every marketer should apply to improve conversions.<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In our conversation with Richard, we discovered some of the best ways to feed driven, creative ideas to create effective CRO methods across all industries.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are 5 principles we learned in our discussion with Richard that every marketing professional should dare to explore:&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 id=\"h-1-keep-testing-trying-and-learning\" class=\"wp-block-heading\">1. Keep testing, trying, and learning<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">During our podcast, Richard stressed the importance of not giving up after first few failures.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Real teams, real growth, and real results can often be achieved following the most unexpected experiments.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By taking the plunge in trying and testing new optimization ideas, you can take your brand one step further to bold steps that lead to smarter wins.&nbsp;&nbsp;<\/p>\n\n\n\n\n\n\n\n<h3 id=\"h-2-digital-marketing-is-beneficial-for-cro\" class=\"wp-block-heading\">2. Digital marketing is beneficial for cro<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Having worked several years in marketing himself, Richard shared how CRO can leverage a marketing team\u2019s power in making progress.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Having a CRO manager serves as a dedicated position to improving your website\u2019s performance. This can help your marketing team to be taken more seriously.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Often inspired by already existing, successful webpages \u2013&nbsp;CROs can identify innovative ways to bring in great traffic. This can help develop new ways to strengthen audience interest.&nbsp;<\/p>\n\n\n\n<h3 id=\"h-3-don-t-fear-ai\" class=\"wp-block-heading\">3. Don\u2019t fear AI<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">AI is continuing to take the optimization community by storm. This means it\u2019s more important than ever to be brave in experimenting with AI platforms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The use of Artificial Intelligence in <a href=\"https:\/\/wingify.com\/blog\/experience-optimization-performance-evaluation\/\">Experience Optimization Platforms (EOPs)<\/a> can prove extremely beneficial. Tools such as <a href=\"https:\/\/wingify.com\/blog\/kpis-custom-metrics-ai-insights\/\" id=\"https:\/\/wingify.com\/blog\/kpis-custom-metrics-ai-insights\/\">Evi AI<\/a> can help to map customers based on their emotional needs and personalize their shopping experience accordingly.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your brand can achieve new growth and ambitious goals when you take AI into account.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-style-border-radius\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2026\/03\/handshake-1024x683.jpg\" alt=\"two people shaking hands with tan background \" class=\"wp-image-183492\" \/><\/figure>\n\n\n\n<h3 id=\"h-4-find-fun-ways-to-build-awareness\" class=\"wp-block-heading\">4. Find fun ways to build awareness<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Despite his individual interest in CRO, Richard realized that not everyone might be as excited about boosting conversion rates.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To combat this, Richard explained some of the dynamic ideas he used to get people involved in the testing community. This included engaging events such as by sending out a vote on which test won.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This helped people to feel a more personal connection and investment to CRO strategies. It also created new opportunities for potential partnerships by engaging everyone in new tests and experiments.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Additional ways you can showcase how CRO and experimentation benefits a company includes:<\/p>\n\n\n\n<div class=\"wp-block-vwo-gutenberg-wingify-card wingify-cards\"><div class=\"wingify-card\"><div><img loading=\"lazy\" decoding=\"async\" class=\"D(b)\" width=\"30\" height=\"30\" src=\"https:\/\/wingify.com\/blog\/wp-content\/plugins\/vwo-common-templates\/images\/common-icons\/icon-chat.svg\" alt=\"Chat\" \/><\/div><div class=\"WHeading5\">Host half-hour chats<\/div><div class=\"WBodyM\">Opportunity to explore new things happening in your world, what\u2019s worked and what\u2019s been less successful but maybe spurred a\u00a0<strong>new idea.<\/strong><br><br><\/div><\/div><div class=\"wingify-card\"><div><img loading=\"lazy\" decoding=\"async\" class=\"D(b)\" width=\"30\" height=\"30\" src=\"https:\/\/wingify.com\/blog\/wp-content\/plugins\/vwo-common-templates\/images\/common-icons\/icon-trophy.svg\" alt=\"Trophy\" \/><\/div><div class=\"WHeading5\">Test games<\/div><div class=\"WBodyM\">Share with people the control and variation and create a poll to get people engaged to see which one\u00a0<strong>won.<\/strong><\/div><\/div><div class=\"wingify-card\"><div><img loading=\"lazy\" decoding=\"async\" class=\"D(b)\" width=\"30\" height=\"30\" src=\"https:\/\/wingify.com\/blog\/wp-content\/plugins\/vwo-common-templates\/images\/common-icons\/icon-user.svg\" alt=\"User\" \/><\/div><div class=\"WHeading5\">Raise Awareness with Playfulness<\/div><div class=\"WBodyM\">Any other ways to make people more invested with fun activities or discussions can help to make CRO feel less analytical and more like a\u00a0<strong>creative brainstorming session.<\/strong><\/div><\/div><\/div>\n\n\n\n<h3 id=\"h-5-view-failure-as-a-step-toward-growth\" class=\"wp-block-heading\">5. View failure as a step toward growth<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Having a healthy sense of realism when testing can help to put things in perspective.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Due to the nature of testing, there\u2019s a high chance that it may not always go as planned. This is similar to when taking a test or exam. Even if you\u2019re well prepared, you don\u2019t know how you did until you receive the final results.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Recognizing that some tests are simply a trial run can give you the confidence to be more courageous for your next test.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not all tests are a success. But they are always allowing you to take one step closer to your next brave, breakthrough idea.&nbsp;<\/p>\n\n\n\n<h2 id=\"h-the-future-of-cro-experimentation-with-ai\" class=\"wp-block-heading\"><strong>The future of CRO: Experimentation with AI<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The future of experimentation is subject to change. This is especially true as technology continues to advance with the <a href=\"https:\/\/wingify.com\/blog\/agentic-ai-experimentation\/\">use of Artificial Intelligence (AI).<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Everyone can, and should, take a dive into the world of AI. Even if you&#8217;re not an expert, playing around with simple platforms could open your eyes to new possibilities. Failing to be broad-minded, it could come at the cost of your brand\u2019s competitive advantage.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The hype surrounding AI may have passed in the experimentation community. However, it&#8217;s still important to find personal ways to make AI work in favor of your brand\u2019s progress.&nbsp;<\/p>\n\n\n\n<h2 id=\"h-conclusion-the-reality-of-becoming-a-cro\" class=\"wp-block-heading\">Conclusion: The reality of becoming a CRO<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Becoming a successful CRO isn\u2019t always going to happen in a straight line. But if you aim to fail forward \u2013&nbsp;it\u2019s possible to feed driven, creative ideas. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Together, we can fledge a new path of phenomenal improvement you could\u2019ve never imagined before.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Frequently asked questions<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1788512115322\"><strong class=\"schema-faq-question\">Q1. What is a CRO?<\/strong> <p class=\"schema-faq-answer\">A CRO, or a Conversion Rate Optimization Manager, is a specialist responsible for improving a company\u2019s online presence \u2013\u00a0often with a goal in mind to boost conversion rates and long-term brand loyalty. This includes working to analyze and adjust websites, landing pages, email campaigns, and more.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1788512129841\"><strong class=\"schema-faq-question\">Q2. How can I get started in CRO?<\/strong> <p class=\"schema-faq-answer\"><strong>Anyone can get started in CRO<\/strong>, even with minimal previous experience. As long as you\u2019re interested in getting to know your customers and diving into the world of A\/B testing, you can be a very successful CRO manager.<br><br>Small steps to take while dipping your toes in the water with CRO management is to\u00a0<strong>analyze your conversion funnel, understand how heatmaps work, use session replays, learn to understand website analytics, and troubleshoot your call-to-actions (CTAs).<\/strong><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1788512161590\"><strong class=\"schema-faq-question\">Q3. How a CRO manager different from SEO manager?<\/strong> <p class=\"schema-faq-answer\">While search engine optimization\u00a0<strong>(SEO) is the process of boosting your site\u2019s organic traffic by trying to fulfill user search intent<\/strong>,\u00a0 conversion rate optimization\u00a0<strong>(CRO) refers to reviewing your website\u2019s performance metrics<\/strong>\u00a0and leveraging this useful information to boost sales and conversion rates.<\/p> <\/div> <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Do you want to feed driven, creative ideas into your CRO plan \u2013&nbsp;but aren&#8217;t sure where to start? Richard Joe shares his unique journey that led him to CRO, his actionable insights that can help all marketers take a step toward increased conversions, and his predictions for CRO and experimentation in the near future.&nbsp; Currently&#8230;<\/p>\n","protected":false},"author":1454,"featured_media":115643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10789],"tags":[],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-112082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Top CRO Professionals Think - Wingify Blog<\/title>\n<meta name=\"description\" content=\"Uncover top insights from CRO professional Richard Joe and his best tips in how to feed driven, creative ideas to successfully navigate CRO.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wingify.com\/blog\/how-top-cro-professionals-think\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Top CRO Professionals Think - Wingify Blog\" \/>\n<meta property=\"og:description\" content=\"Uncover top insights from CRO professional Richard Joe and his best tips in how to feed driven, creative ideas to successfully navigate CRO.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wingify.com\/blog\/how-top-cro-professionals-think\/\" \/>\n<meta property=\"og:site_name\" content=\"Wingify Blog\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-18T14:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-04T08:56:40+00:00\" \/>\n<meta name=\"author\" content=\"Stephanie Safdie\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2026\/08\/Blog-og-image@2x-1.png\" \/>\n<meta name=\"twitter:creator\" content=\"@Wingify\" \/>\n<meta name=\"twitter:site\" content=\"@Wingify\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Stephanie Safdie\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/how-top-cro-professionals-think\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/how-top-cro-professionals-think\\\/\"},\"author\":{\"name\":\"Stephanie Safdie\",\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/#\\\/schema\\\/person\\\/52c67155148b80da5553ad57b2cb960d\"},\"headline\":\"Feed Driven, Creative Ideas: How Top CRO Professionals Think with Richard Joe\",\"datePublished\":\"2026-03-18T14:00:00+00:00\",\"dateModified\":\"2026-09-04T08:56:40+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/how-top-cro-professionals-think\\\/\"},\"wordCount\":1401,\"image\":{\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/how-top-cro-professionals-think\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/static.wingify.com\\\/gcp\\\/uploads\\\/sites\\\/3\\\/2026\\\/09\\\/Release-Management-3.png\",\"articleSection\":[\"Non class\u00e9\"],\"inLanguage\":\"en-US\"},{\"@type\":[\"WebPage\",\"FAQPage\"],\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/how-top-cro-professionals-think\\\/\",\"url\":\"https:\\\/\\\/wingify.com\\\/blog\\\/how-top-cro-professionals-think\\\/\",\"name\":\"How Top CRO Professionals Think - 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