WhichTestWon’s Justin Rondeau on CRO Challenges, Aesthetic Dissonance and Gourmet Burgers in Chicago

Editor’s Note: With Conversion Conference Chicago just around the corner, we thought it’s about time you get to know more about our speakers. From this day until the conference, we’ll be featuring a speaker and their answers to conversion and event-related questions.

You can join in and engage our speakers in pre-conference networking by sending in your own questions through email, Twitter, or our Facebook Wall. Big thanks to @In4mationHQ and @gtslawfirm for sending in their question (see question no. 2). Just like them, you too can have your burning questions for our speakers answered and featured here!

If you’re among the “more than 75,000 marketers” who regularly visit WhichTestWon to try and guess the winner of their Test of the Week, then you should prepare to meet WhichTestWon’s Chief Evangelist and editor Justin Rondeau at Conversion Conference Chicago (that’s 11 days from now!). As the Chief Evangelist of one of the most popular weekly publication on conversion rate optimization, Justin aims to convince more folks to integrate testing and optimization into every aspect of their digital campaigns. And here’s additional reason to start planning to join Justin at his session in Chicago: he’ll be hosting Conversion Cocktails on the 27th, which is the day after the conference wraps up.

Alright, we know you can’t wait to meet Justin now. But first, get to know him a little bit more through his answers to our burning questions:

1) What do you think is the biggest challenge encountered by folks who are new to conversion rate optimization?

I think this is all a matter of the size of your company. If you are in a large company, getting a team together and wading through office politics will likely be the biggest challenges for CRO newbies.

For medium sized companies there will still be politics issues, but I think the major difficulty may be strategy. These companies get enough traffic for significant and conclusive results, but they may be wasting their testing efforts on pages that simply don’t matter in the funnel. Pick pages where the money is at and start testing there first.

For smaller companies it will be constructing tests that will be conclusive and significant. Smaller companies or organizations will have a hard time getting the amount of traffic necessary for proper results, which may require the sacrifice of high confidence rates to decrease traffic requirements. Though not the best practice, this is sometimes required. As long as the marketers understand there is a higher chance that the conversion lift is due to chance and not the actual elements and they proceed cautiously, I am OK with this strategy.

2) What’s your favorite color for encouraging conversion? Why?***

If I am pushing for a conversion action, I am not going to go after a particular color. I will look for a color that will cause an aesthetic dissonance while not being overly disruptive.

3) Which speaker(s) are you most excited to hear, beside yourself, at Conversion Conference Chicago?,

There are a lot of great speakers at the Chicago event. If I had to single out just one it would be Phillip Klien from BTBuckets.

4) What’s your favorite Chicago hangout? Why?

I rarely get to make it out to Chicago, so the name of this one burger joint slips my mind. Don’t let my poor memory of fine establishments cast any doubt on this place, it had gourmet burgers and an amazing beer list (for beer snobs like myself). I guess my goal will be to find this place again while I am out here, feel free to join me on this mission.


Got a question for Justin that can’t wait till the Conference? Post it on the comments section below, tweet it to us, or post it on our wall and we’ll make sure he gets it.


About Justin

Justin Rondeau, Chief Evangelist & Editor of WhichTestWon, leads the editorial and training workshops for WhichTestWon the top weekly publication in conversion optimization. More than 75,000 marketers each month visit WhichTestWon to research its extensive Case Study library featuring creative samples and results data for more than 200 A/B and multivariate tests. A trainer with hands-on testing and conversion optimization in both B2B and ecommerce, Rondeau’s goal is to inspire and educate more marketers to optimize their email campaigns and web sites via testing.

See Justin Live!

Join Justin in his session on “Testing A/B/Cs: Constructing Winning Tests from Concept to Conversion at Conversion Conference 2012 on June 25th and 26th in Chicago. See the full agenda and read more about this session. Follow Justin on Twitter to say hello and do some pre-conference networking.

P.S. Regular Pricing for Conversion Conference Chicago ends Friday, June 22, 2012. Don’t wait the last minute, register now to enjoy some savings while you still can (and before passes are gone!).

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