Episode Details

#282 CRO | Matt is joined by Haley Carpenter, founder of Chirpy, a conversion rate optimization agency. Haley has nearly a decade of CRO experience across agency, SaaS, and eCommerce, and she’s known for helping brands use research and testing to make smarter marketing decisions.

Matt and Haley cover:

• Why CRO isn’t just A/B testing, and how research should guide every optimization effort
• How to approach CRO when you don’t have massive website traffic, including scrappy testing methods and tools
• The role of messaging, value props, and social proof in driving higher conversions (and where B2B often lags behind DTC)

By the end, you’ll have a clearer picture of how to approach CRO as a system, not just a set of tests.

Timestamps

• (00:00) - – Intro
• (01:00) - – Who is Haley Carpenter
• (02:00) - – What CRO really means
• (05:00) - – Research vs. testing explained
• (09:00) - – Where to start CRO on a website
• (12:00) - – Testing with limited traffic
• (16:00) - – Using data for smarter decisions
• (19:00) - – Building a culture of testing
• (23:00) - – How to report CRO results
• (28:00) - – Scrappy tools: Clarity & Hotjar
• (32:00) - – What B2B can learn from DTC
• (36:00) - – Why messaging matters more than features
• (40:00) - – The power of social proof
• (46:00) - – Common blockers to CRO success
• (48:00) - – A surprising test result (+7% sales)
• (50:00) - – Vanity metrics vs. real business outcomes
• (54:00) - – Closing thoughts

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Thanks to my friends at hatch.fm for producing this episode and