The intersection of conversion rate optimization and Product Management: How to drive sustainable growth

Product management and Conversion Rate Optimisation are often spoken about separately, but in reality, they are closely intertwined.

To optimise your product's conversion rate effectively, you need to deeply understand your target audience and the factors that drive their behaviour. And to have an effective CRO programme, it needs to be aligned with the product strategy.

Product Managers set the direction

Product managers can support CRO efforts by providing customer needs and preferences insights. This can help identify areas where the product may be falling short and can provide valuable information that can be used to develop more effective CRO strategies.

Experiment Managers improve the outcomes

CROs can support product managers by providing a continual feed of validated learning and a way to test new ideas in a controlled and managed way. Helping inform decisions about which features and improvements will have the most significant impact on the product.

Some of the best results I've had personally from a Product Owner and CRO perspective have been when these two camps coexist and work together. The results and learnings have led to exciting and unexpected outcomes.