Last year’s Conversion Jam saw the introduction of the Conversion Hero of the Year award by Conversionista. The goal of this award is to highlight individuals who have made significant strides in their experimentation programs and who actively share their CRO knowledge.
Many accomplished professionals competed for the title, each serving as an ambassador for CRO. To honor their efforts and inspire our readers, we will be conducting an interview series with all the nominees throughout the fall of 2024. This interview features Christoffer Berggren, CRO Manager at Fenix Outdoor.
It feels fantastic and overwhelming to be selected as a nominee for this year's Conversion Hero, and it's a significant confirmation of the work one puts in every day.
I have participated in CJam before, but this year's edition is the best so far. It was very interesting with many good speakers. Many new ideas popped up in my head during the day. I got a lot of new insights, and my backlog became even more positively longer. Specifically, I gained valuable insights from Jono Alderson and Arnout Helleman’s presentation on Site speed - how many business opportunities companies sacrifice by not paying attention to the performance of their pages, but above all, that a low-performing website also causes large CO2 emissions. This is something I've been aware of before, but they gave clear and concrete examples of causes and their effects, as well as clear suggestions for solutions. The very next day, I put together a presentation linked to our sustainability focus for our management and colleagues, which became like a wake-up call and is now being taken further and actively worked on. The other speakers contributed to refreshing knowledge and motivating/inspiring to go even deeper into CRO.
I am driven by the understanding that I don't know everything and therefore constantly want to seek new knowledge and develop myself. A long-standing deep-rooted interest in design and user experience, together with this thirst for increased knowledge, I believe contributes to the success we see in CRO.
Being able to get numbers on what you do, e.g., on a new design you develop. Getting confirmation on whether you've done "right or wrong" (according to the data) and trying to understand why it is one way or the other, and always being humble and learning from your mistakes.
I have a fairly broad background - frontend developer, web analyst, and UX designer - which means I can go from start to finish in the experimental work. I lead the work of developing new hypotheses, creating designs, and ultimately coding experiments. This means we can get experiments out faster and iterate when needed.
I have a central role as CRO manager working together with each market's e-commerce team. Together, we form CRO teams for each respective market. We work broadly in two different work streams. One is from the entire Frilufts perspective, where initiatives and experiments are designed to work across all markets; we synchronize between markets and prioritize the hypotheses we believe in most. The other work stream focuses on the needs of each specific market, including campaign pages, homepage, copy and images, and fine-tuning the site/micro-tests for just that market without affecting the overall UX flow.
Parallel to this, I work with our UX designer to collect qualitative and quantitative insights that can support the other two work streams. An important aspect is knowledge and insight sharing between markets, sharing things that have worked well in one market, and if something differs, trying to collectively figure out why.
We conduct many smaller experiments that have a significant impact, both positive and negative. For example, small copy changes in the checkout process. This motivates me and my colleagues to focus more on details. These details can have a substantial impact on sales but with relatively minimal effort to implement. I continuously evaluate my working methods and revise the process. I also try to inspire colleagues, even those who don't necessarily work with e-commerce, so that they also can contribute with suggestions for improvements and insights. I believe it’s of great importance to meet physically and not just through team meetings, as I feel it's easier to inspire and get colleagues interested in what you're doing when you're physically present in the office rather than working remotely.
In everyday life, I question myself if I'm right, if not, seek new information. I follow experts in the field on LinkedIn. I follow what competitors or other e-retailers in other industries do, and read literature if time allows. I subscribe to your as well as other newsletters, attend interesting seminars in general, and CJam in particular, which is an update of new knowledge on steroids.
Be part of an unforgettable event on October 17th, 2024, in Stockholm, filled with insights, inspiration, and the celebration of the brightest minds in CRO.
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