The lecture started with a brief introduction to CRO, its difficulties in practice, and how it is aimed at retaining as many users as possible through the optimization of the webpage.

Marianne then spent a great deal of time on AB-testing, after highlighting how important (and easily implemented) it is for the purpose of optimizing the conversion rate.

The process goes as follows:

1. Understanding the user
2. Building a strong hypothesis
3. Build the AB-test
4. Run the AB-test
5. Analyze the results
6. Set recommendations, insights and changes

The students were then guided through a series of examples of AB-tests, among which Obama's first election campaign. Marianne could not emphasize enough how “We don't know anything, we only know something when we have the data that supports it”.

Jacopo Breschi and Andrea Maggino, Key Account Managers, Coop Retail Club