Will You Use CRO for Good or for Bad?

Imagine waking up every day knowing you're making a difference in how people experience the web.

That's the life of a CRO specialist - someone who understands what drives human behavior. It's a role with a lot of responsibilities, but it's also incredibly rewarding. You get to be the driving force behind making websites and apps better for users.

Being a CRO specialist has been an amazing journey. I’ve been working in this field for over 20 years, and something that has really stood out is the importance of doing CRO for the right purpose.

What I mean by that is ethical CRO. Because if you really think about it, you can put CRO into good use or for evil.

At KARL Mission, we're about creating positive experiences that benefit genuine products or companies with real, meaningful purposes - be it changing, improving, or even saving lives.

We're not about tricking people into doing something they don't want to do (and trust me, there’s a lot of shady CRO tactics out there).

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Guest lecture at university

Recently, I had the opportunity to be a guest lecturer at the University of Auckland to talk about CRO with the next gen of digital marketers.

In preparation for the lecture, my team and I thought about what really mattered that the future workforce of digital marketers should take away. With my years of experience in CRO and in life, I know it's not just about knowing the technical stuff; there's an ethical side too.

We prepared a practical example of CRO in action: job hunting. We discussed strategies to increase the conversion rate of job applications leading into interviews, and interviews into job offers.

By showing how CRO techniques can help in their job search, we wanted to give students the tools they need to do better in a competitive job market.

We gave the students a preview into the life of a CRO specialist - the responsibilities, motivations, and tips to succeed in this field. We talked about the choice of using CRO for good and for evil.

An hour was definitely not enough time, but we also broke down the CRO process with examples of web analytics, quant and qual data and user testing methodologies.

A big thanks to the University of Auckland and Patrick Dodd for having us this year again.

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What does Ethical CRO look like?

I often say that our role is like having superpowers. It's not about being better or worse; it's about amplifying who you are. A good CRO specialist chooses who to support, and for me, it's always been about backing the right causes.

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As a CRO specialist, we have the ability to make a meaningful impact, whether big or small.

I’d like to share a few projects where we managed to make a positive difference:

• For a well-known watch brand, we saw an opportunity beyond selling timepieces. With kids losing interest in analog time because of digital devices, we saw the opportunity to build an interactive game teaching kids how to read analog time. By adding a dedicated section for kids on the website, not only did we strengthen the brand's reputation as a champion of education and innovation, but we also helped kids learn in a fun and engaging way.

• During COVID, we worked with a local surf business facing restrictions impacting their operations. By setting up their website and implementing a Typeform registration system to facilitate surf school sign-ins, we were able to simplify procedures while ensuring compliance with COVID regulations. By doing so, the business was able to continue its operations, keeping surfers safe and the surfing spirit alive.

• For an optometry client, we played a part in promoting a groundbreaking glasses product designed to assist dyslexic individuals in reading more effectively, giving them clarity and empowerment in their daily lives.

• We supported a nonprofit organization dedicated to supporting individuals with disabilities (including the blind, deaf, and neurodivergent)  who facilitated placements and job opportunities for the disabled, and provided training to companies on managing these employees.

To us, ethical CRO also means using genuine CRO methods:

• For an ecommerce client, we ran an A/B test, moving product reviews higher on the page. By showing that others trusted the products, we convinced more people to buy. The result was a 20% increase in sales by increasing trust.

• For a personal coaching website, we understood the importance of human connection in growth and transformation. We displayed the faces of coaches on the homepage, inviting visitors to connect on a deeper level. By humanizing the coaching experience, we not only increased engagement and conversions but also laid the foundation for meaningful relationships built on trust and authenticity.

Hopefully, these examples give a glimpse into how CRO can be used to serve greater causes.

We’re passionate about helping businesses that share our values, so if you're looking to make a positive impact and improve your online presence, or just want to have a good chat about CRO, feel free to reach out.