CRO Is Broken: Alex McEachern of Intelligems on Growth Testing

Alex McEachern is Head of Marketing at Intelligems, where he helps ecommerce brands unlock profitable growth through pricing and retention strategies. With a background spanning product marketing, product management, and brand development, Alex has led cross-functional teams and go-to-market efforts at high-growth companies.

He is acclaimed for building strategic narratives, scaling brand visibility, and launching initiatives that align product experience with customer value. A graduate of Wilfrid Laurier University with a BBA in Marketing, Alex brings analytical depth and creative energy to the intersection of growth, user experience, and commerce. His work is informed by a passion for behavioral psychology, practical experimentation, and a belief that great brands earn trust over time, not just clicks.

In This Conversation We Discuss:

• [00:00] Introduction
• [02:20] Disclosure on the Intelligems partnership
• [04:05] Mistranslating conversion rate optimization
• [07:50] Why CRO undersells what the work is
• [10:15] Different stakeholders, different trade-offs
• [12:00] CRO specialist vs Chief Revenue Officer mix-up
• [13:18] Callouts
• [13:28] Statistical significance and informed decisions
• [18:30] The truth about minor test tweaks
• [21:15] Where AI actually helps experimentation
• [25:50] Coining the term growth experimentation
• [28:10] AI in the wrong hands is dangerous

Resources:

• Subscribe to Honest Ecommerce on Youtube
• A/B Test Prices & Offers for Ecommerce intelligems.io/
• Follow Alex McEachern linkedin.com/in/alexmceachern

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