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 dangerousResources:Subscribe to Honest Ecommerce on YoutubeA/B Test Prices & Offers for Ecommerce intelligems.io/ Follow Alex McEachern linkedin.com/in/alexmceachern If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!