Some soundbites from Peep Laja. The most important learnings: the CRO section is still very immature and Conversion XL is releasing a research program.

Immature business
The optimization business is still very immature.

•  20% of people working in CRO is working there for the max of a year
•  26% is never discussing CRO with others
•  loads of people use tactics and technics, copying of bloggers, which Peep explained, know nothing, thanx for that Peep.

Process

You do not need tactics and technics, stealing them from others. You need a process, running a solid optimization program.

Skills and strategy 

You need a team with different skills

And you need a teststrategy:

• Start with the obvious solution
• Then put in the creative ideas
• Ending with innovative testing, going disruptive

Use the benefit of scientific research 

At the end of his session Peep released a research programm from Conversion XL. Peep is so right on this. There are loads of scientific research which you can use and you should use it to make your hypotheses stronger.  Go scientific, read some research!