Learn ways to build internal partner alignments to scale conversion rate optimization efforts to drive growth through ab testing.

1. #pubcon
Unlocking Key Internal
Partnerships to Scale CRO
Success
Grant Tilus

2. #pubcon
Agenda
1. Explore strategies for building partnerships to confidently
scale your CRO program.
2. Leave feeling empowered to drive growth to your primary
KPIs and significantly impact business/user outcomes by
navigating around common roadblocks and misalignments.

3. #pubcon
@GrantTilus
Director of Conversion & SEO
Self Esteem Brands; Anytime Fitness
• #GrowthMindset
• #StrengthEnthusiast
• #Hiker
• #Sota

4. SELF ESTEEM BRANDS®
SELF ESTEEM BRANDS® 1. As of March 2022. 2. Includes international ADA partners. 4
36COUNTRIE
S
50STATES
2,300
FRANCHISEES
& MASTER
FRANCHISEES
5,50
0
CLUB LOCATIONS
+
1k
PIPELINE
COMMITMENTS
ACROSS BRANDS 32
5
CORPORAT
E
EMPLOYEE
S1
+ +
+

5. SELF ESTEEM BRANDS®
FRANCHISE DEVELOPMENT
Lead Generation
Franchise Sales
Real Estate & Site Selection
Construction & Design
FRANCHISEE SUPPORT
Provide our Global Franchise Network with More
Resources and Drive Better Performance
SHARED SERVICES
Training
Field Team
Learning &
Education
Platform
Franchise
Conferences
Internal
Communications
& Dashboards
INTERNATIONAL
Strategic Growth & Development
Master Head Office Support
Global Vendor Network
DIGITAL
Data Analytics
Integrated Technology Platforms
Software Development
MARKETING
In-House
Creative Agency
Member
Acquisition
Consumer
Insights
Social Media
B2B
Public Relations
OPERATIONS
Supply Chain &
Purchasing Power
Member Solutions &
Customer Service
Legal
Finance &
Accounting
Human Resources
5

6. #pubcon
Does More CRO = More Problems?

7. #pubcon
We Know Experimentation Works
aakashg.com/2022/01/18/netflix-experimentation/

8. #pubcon
CRO Efforts Can Be a Long and
Bumpy Road

9. #pubcon
We All Share Similar Challenges
to Solve

10. #pubcon
G.O. Limitations are No Longer a
Reasonable Excuse

11. #pubcon
Industry Comparison Data Creates
a Lot of Pressure

12. #pubcon
Digital Teams Need to Convert
More Without Spending More

13. #pubcon
You’ll Only Last So Long Going Alone

14. #pubcon
Scaling CRO Requires Many Partners
CRO
BRAND
DATA /
ANALYTICS
LEGAL
CONTENT
CREATIVE / UX
DESIGN
PRODUCT
DEVELOPMENT
PAID MEDIA
LEADERSHIP

15. #pubcon
Start to Navigate Internal Blockers
to Scale CRO
• “What’s an AB test?”
• “That’s not on brand.”
• “What’s your source of truth?”
• “Is this Pii?”
• “Why is this copy better?”
• “What move it here?”
• “Did you create a story?”
• “What are you doing to my CPLs?”
• “How does this impact revenue?”

16. #pubcon
CONVERSION

17. #pubcon
If It’s Everyone’s Job.
No One is Focused on It.

18. #pubcon
CRO Programs Change the Way
Decisions are Made

19. #pubcon
Organizations Know They’re
Lacking in Expertise

20. #pubcon
You Can Step Up & Own It

21. #pubcon
Become That CRO Expert You Need
• Experimentation Works
– Stefan Thomke
• Trustworthy Online
Controlled Experiments
– Kohavi, Tang and Xu
• Statistical Methods in
Online A/B Testing
– Georgi Georgiev
• cxl.com/institute/
• winonmobile.withgoogle.com
• unbounce.com/conversion-
centered-design
• goodui.org
• baymard.com/free-ux-research
• usability.gov
• chat.openai.com
• exp-platform.com/rules-of-thumb

22. #pubcon
Get Comfortable with “Failure”

23. #pubcon
BRAND

24. #pubcon
Unlock Trust Blockers with
Brand Teams
SHARE YOUR CRO
KNOWLEDGE
PROVIDE BRAND
PROTECTION
DELIVER AUDIENCE
INSIGHTS

25. #pubcon
DATA
ANALYTICS

26. #pubcon
Secure Data-Driven Backing with
Analytics Teams
ESTABLISH THE
ANALYTICS FOUNDATION
BUILD TRUST IN
THE DATA
TELL THE STORY
USING DATA

27. #pubcon
LEGAL

28. #pubcon
Navigate Laws Better with Legal
INVOLVE LEGAL
EARLY AND OFTEN
LEARN ABOUT PRIVACY
& COMPLIANCE
UNDERSTAND RISKS
& HOW TO AVOID IT

29. #pubcon
CONTENT

30. #pubcon
Speak Their Language to Succeed
with Content
SPEAK IN BRAND,
PERSONAS, & INFLUENCE
TEST BRAND &
SEO COPY
PRESERVE
VOICE & TONE

31. #pubcon
CREATIVE /
UX DESIGN

32. #pubcon
Communicate in User First Terms
to Win with Design
SPEAK IN USER
OUTCOMES
CONVERSION CENTERED
DESIGN
VALIDATE DESIGN
VARIANTS

33. #pubcon
PRODUCT /
DEVELOPMENT

34. #pubcon
Crack the Code to Function with
Product & Development
LEARN CODE+TECH ANTICIPATE CHALLENGES GET PERSONAL

35. #pubcon
PAID MEDIA

36. #pubcon
Earn More Than Trust to Prosper
with Paid
OPTIMIZE FOR
BUDGET SPEND
STUDY PAID USER
JOURNEYS
VALIDATE
PERSONALIZATION

37. #pubcon
LEADERSHIP

38. #pubcon
Transparency is the Key to
Unlocking Trust with Leadership
DEFINE SUCCESS
OF THE PROGRAM
CALCULATE PROJECTED
IMPACT IN REVENUE
SHOWCASE LOSERS
TO BUILD CULTURE

39. #pubcon
We All Start Somewhere.

40. #pubcon
Invest in Building Your Partnerships
to Scale CRO and Drive Growth
1) CONVERSION: You Can Step Up and Own It
2) BRAND: Unlock Trust Blockers with Brand Teams
3) DATA ANALYTICS: Secure Data-Driven Backing with Analytics Teams
4) LEGAL: Navigate Laws Better with Legal
5) CONTENT: Speak Their Language to Succeed with Content
6) CREATIVE/UX: Put Users First to Win with Design
7) PRODUCT DEVELOPMENT: Crack the Code to Function with Product & Dev
8) PAID MEDIA: Earn More Than Trust to Prosper with Paid Teams
9) LEADERSHIP: Transparency is the Key to Unlocking Trust with Leadership

41. #pubcon
Grant Tilus
Thank You
Linkedin.com/in/granttilus
@GrantTilus