CRO for Ecommerce Brands with Dylan Ander - Episode 282
INTERVIEW WITH DYLAN ANDER
DESCRIPTION
In today’s episode, Kiri speaks with Dylan Ander, founder of SplitTesting.com, Acadia’s most recent acquisition. They speak about CRO, marketplaces like Walmart and Amazon, and more.
Make sure you tune in to find out more!
Dylan Ander is a Serial Entrepreneur with deep expertise in all areas of digital marketing, diversifying his experience and businesses in both B2C and B2B companies.
His current main venture, SplitTesting.com is a Conversion Rate Optimization agency for Ecommerce brands that guarantees to increase your conversion rate or give a full refund. Working with clients like Planet Fitness and GEICO, SplitTesting.com has optimized over $3 billion in client revenue with incredible leadership and quality of service.
The recent exit of SplitTesting.com to the incredible marketing innovator, Acadia.
Dylan has played NCAA tennis, written 3 different Billboard Hot 100 songs, and spends his free time rock climbing and making music in Brooklyn, NY.
“Whoever understands their customer the best, wins.”
KEY TAKEAWAYS
In today’s episode, Kiri and Dylan discuss:
Splittesting.com recently became part of Acadia, so first welcome to the Acadia family. As the name suggests, splittesting.com is a conversion rate optimization agency. Dylan talks about how he started in CRO.
Some of the things that people (brand-side ecommerce managers/ marketing directors etc) believe about CRO just aren't true:
CRO is actually not about conversion rate. It's a sum total of every part of your business; time of year; customer support, and more cold traffic. It can be a vanity metric.
‘Test everything’ is not a good strategy. If there is one solution to a problem, fix that, don’t test everything when you don’t need to.
You don’t need 1,000 conversions per variant when you’re testing.
The first things Dylan looks for when auditing a DTC or retailer's site and looking for opportunities:
People think that UI makes the biggest difference. But messaging and imaging appear to be more important. Headlines, copywriting.
Use the iPhone to use “ugly ads” and “ugly photos” as a faster way to test. Don’t get hung up on perfection.
Kiri and Dylan talk more about marketplaces like Amazon and Walmart.com, which offer pretty limited native ways to test conversion rates on various elements. And there's some 3rd party software but it's usually pretty janky. What are some things brands can do here?
Whoever understands their customers the best, wins.
Leverage your DTC and existing
Customer feedback surveys are where Dylan’s process always starts. “What made you buy from us and not someone else,” “how do you feel about X,” never ask a “why” question.
You're a popular person to follow on Twitter. What topics do you write about there that have blown up, in either a positive or negative way?
Dylan only started getting serious about Twitter in the past year. Threads have become popular.
He told the story of acquiring a supplement brand and used CRO to make it the highest-converting brand he has ever seen.
Every day put out a CRO hack on how to grow.
Where do you think the CRO industry is headed?
True full-stack CRO is everything on a site - site speed, post-purchase upsells, landing pages. Looking at bottom-line marketing. Users that come from different sources.
Being a CMO should be a full-time CRO.
Personalization will be the way of the future. Sub-niches with unique messages. This unlocks a lot of potential with data analytics
MENTIONED IN THIS EPISODE
Connect with Kiri Masters
Learn more about Acadia
Connect with Dylan Ander:
Twitter handle, @dylanander and @conversionnewsletter.com
Learn more about SplitTesting.com
