Library
What I’ve learned building CRO
Writing and conversations drawn from work with more than 100 companies, building Supersonic, and leading experimentation programs. My recent pieces explore how AI is changing the way I research, develop solutions, and organize that work.
32 pieces
Results
I’ve been building a Claude skill to help people across LawnStarter turn their ideas into experiments.
One of my priorities is to bring more of the great ideas from teams across the company into our experimentation program, improving results across the whole customer journey.
Bare bones AI still SUCKS at writing great copy.
Even Fable/Astra copy can feel awful, fake, and unpersuasive.
Had an interesting experience with Claude this week.
I’m putting together a system that reviews new customer feedback across online reviews, sales call transcripts, messages, support tickets, and more.
This week, Confidence launched an interesting feature called “Confidence Loop”.
It's a sequence of agents that looks at data to identify opportunities to improve a product or fix bugs.
Will websites, pages and Landing Pages become irrelevant?
Last week’s Google I/O keynote reinforced a thought I’ve been having often: websites as we know them today are going to lose a lot of relevance.
When the service is the product
A conversation with Rafael about CRO and personalization in complex journeys.
CRO Talks · Source in Portuguese
Read the pieceNavigating the lifecycle of an A/B test
Rafael’s CRO Summit 2024 talk about the lifecycle of an A/B test.
CRO Summit 2024 · Source in Portuguese
Read the pieceBuilding a culture of experimentation
Rafael’s talk at Analytics Summit 2022, with an overview published by Métricas Boss.
Métricas Boss / Analytics Summit 2022 · Source in Portuguese
Read the pieceHow talking to users will accelerate your growth
User research reveals obstacles and opportunities that intuition alone cannot uncover, helping teams create more useful and effective experiences.
UX Que Converte / beehiiv ·
Read the pieceError messages: 5 tips to keep engaged users
Well-designed error messages help people understand a problem, fix it, and continue using an interface.
UX Que Converte / beehiiv ·
Read the pieceTestimonials: the best and worst ways to use them
Why walls of customer quotes often go unnoticed, and how video, clear highlights and well-placed social proof can work harder.
UX Que Converte / beehiiv ·
Read the pieceWhy companies with a culture of experimentation innovate faster than their competitors
Experimentation can speed up innovation by replacing opinion-led debate with cycles of learning and evidence-based decisions.
UX Que Converte / beehiiv ·
Read the pieceIt is hard to stay skeptical when an experiment tells us what we want to hear
A desired result is not necessarily a reliable one. This article discusses skepticism, evidence, and how to interpret experiments.
UX Que Converte / beehiiv ·
Read the pieceMost CRO and A/B testing case studies are unreliable
CRO and A/B testing case studies can mislead. Simplified tool reports, statistical interpretation, and failures to replicate scientific studies show why we need to question the results we read.
UX Que Converte / beehiiv ·
Read the pieceHow to build an in-house CRO and experimentation programme
The culture, people, processes and technology needed to get an internal experimentation programme off the ground, and keep it growing.
UX Que Converte / beehiiv ·
Read the pieceWhat to do when you do not have enough traffic to test
When conventional A/B testing is not feasible because traffic is low, teams can still learn through funnel metrics, stronger hypotheses, qualitative research, and carefully chosen risk.
UX Que Converte / beehiiv ·
Read the pieceHow to develop, or become, a CRO professional
The skills, curiosity and practical experience that CRO demands, and how companies can develop talent without expecting one hire to solve everything.
UX Que Converte / beehiiv ·
Read the pieceImprove paid-media results with segmented landing pages
How device, location, timing, referral source and search intent can help you build more relevant landing pages and improve paid-traffic ROI.
UX Que Converte / beehiiv ·
Read the pieceThe untapped potential of experimentation for retention
Why acquisition-only testing misses major growth opportunities, and how to use the full customer journey to prioritise retention experiments.
UX Que Converte / beehiiv ·
Read the pieceWhat is all the hype about experimentation?
Why experimentation matters for innovation, reliable decisions and customer understanding, and what it takes to build it into a company.
UX Que Converte / beehiiv ·
Read the pieceBooking and a subtle scarcity tactic
Why would a hotel-booking site show rooms you cannot book? A look at an unusually subtle use of scarcity.
UX Que Converte / beehiiv ·
Read the pieceA close look at Nubank’s conversion strategies
An October 2020 review of Nubank’s acquisition, homepage, product pages and sign-up form, with test ideas around motivation, value, friction and trust.
UX Que Converte / beehiiv ·
Read the piece90% of A/B tests fail, and the wrong mindset is a major reason
Why tiny cosmetic tests so often miss meaningful business impact, and when small, fast experiments actually make sense.
UX Que Converte / beehiiv ·
Read the pieceHow we made a remote company a Great Place to Work
The practices behind Supersonic’s remote culture, a Trust Index of 94 and almost zero turnover over five years, in this account originally published in 2018.
UX Que Converte / beehiiv
Read the pieceTwiddy & Company · Seer Interactive · Case study
Answering the questions that hold up a booking
As CRO Director at Seer Interactive, I led the team working with Twiddy, a US vacation rental company. Research uncovered uncertainty about pricing, payment and check-in.
SaaSholic · Case study
ContaAzul
Supersonic case study in an article by Rafael.
External article in Portuguese
Rock Content · Supersonic · Case study
Rock Content
A project by the Supersonic team, the agency I co-founded. Research informed how services and case studies were presented and prepared the site for ongoing experimentation.
Connection: co-founder of Supersonic
External article in Portuguese
Samba Tech · Supersonic · Case study
Samba Tech
A project by the Supersonic team, the agency I co-founded. Homepage tests explored how to communicate video products and align the offer with demand for the main product.
Connection: co-founder of Supersonic
External article in Portuguese
RS1 · Supersonic · Case study
RS1
A project by the Supersonic team, the agency I co-founded. The experiment compared homepage variations to reduce distractions above the fold and make site search more prominent.
Connection: co-founder of Supersonic
External article in Portuguese
Casa Mineira · Supersonic · Case study
Casa Mineira
A project by the Supersonic team, the agency I co-founded. Research, analytics and usability informed changes to property search, filters and contact with agents.
Connection: co-founder of Supersonic
External article in Portuguese
Dona Coelha · Supersonic · Case study
Dona Coelha
A project by the Supersonic team, the agency I co-founded. The mobile product page test explored reviews, product descriptions, video and access to purchasing.
Connection: co-founder of Supersonic
External article in Portuguese
Lokamig · Supersonic · Case study
Lokamig
A project by the Supersonic team, the agency I co-founded. A series of tests explored reservation stages and differences between mobile and desktop.
Connection: co-founder of Supersonic
External article in Portuguese