CRO Is Broken: Alex McEachern of Intelligems on Growth Testing
About this episode
Alex McEachern discusses the misconceptions around conversion rate optimization and the importance of growth testing in ecommerce.
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. 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. In This Conversation We Discuss: [00:00] Introduction [02:20] Disclosure on the Intelligems partnership [04:05] Mistranslating conversion rate optimization [07:50] Why CRO undersells what the work is [10:15] Different stakeholders, different trade-offs [12:00] CRO specialist vs Chief Revenue Officer mix-up [13:18] Callouts [13:28] Statistical significance and informed decisions…
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