CRO Is Broken: Alex McEachern of Intelligems on Growth Testing

<p>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.</p><p></p><p>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.</p><p></p><p><b>In This Conversation We Discuss:</b></p><ul><li>[00:00] Introduction</li><li>[02:20] Disclosure on the Intelligems partnership</li><li>[04:05] Mistranslating conversion rate optimization</li><li>[07:50] Why CRO undersells what the work is</li><li>[10:15] Different stakeholders, different trade-offs</li><li>[12:00] CRO specialist vs Chief Revenue Officer mix-up</li><li>[13:18] Callouts</li><li>[13:28] Statistical significance and informed decisions</li><li>[18:30] The truth about minor test tweaks</li><li>[21:15] Where AI actually helps experimentation</li><li>[25:50] Coining the term growth experimentation</li><li>[28:10] AI in the wrong hands is dangerous</li></ul><p></p><p><b>Resources:</b></p><ul><li><a rel="noopener noreferrer nofollow" href="https://www.youtube.com/c/HonestEcommerce?sub_confirmation=1]" target="_blank">Subscribe</a> to Honest Ecommerce on Youtube</li><li>A/B Test Prices &amp; Offers for Ecommerce <a rel="noopener noreferrer nofollow" href="http://intelligems.io/" target="_blank">intelligems.io/</a> </li><li>Follow Alex McEachern <a rel="noopener noreferrer nofollow" href="http://linkedin.com/in/alexmceachern" target="_blank">linkedin.com/in/alexmceachern</a> </li></ul><p></p><p><b>If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!</b></p>