S6E11 - Ethical CRO: How Better Experiments Build Trust, Retention & Revenue

Jon Crowder joins Tracy Laranjo to explain why ethical experimentation is not just better for customers—it is better for long-term growth. They unpack fake urgency, misleading pricing and subscription tactics, short-term A/B test wins that erode trust, and practical ways to design experiments that improve retention, lifetime value, and revenue.

Chapters:
0:00 Welcome & introducing Jon Crowder
1:29 Why ethical experimentation matters
2:17 The pressure to drive results at any cost
7:17 When winning an A/B test loses money long term
8:34 Reframing urgency into trust-building experiences
13:38 Choosing clients and setting ethical boundaries
16:37 The ethics of price testing
19:21 Fake sales, subscriptions & agency pressure
20:46 How to steer unethical tests into ethical ones
23:09 Have urgency and scarcity gone too far?
24:02 Why legacy businesses cling to outdated tactics
27:36 Gen Z, trust, and changing expectations
29:48 What an ethical future for digital experiences looks like
34:30 Brands that earn loyalty through values
38:27 Why ethical experiences convert better
40:15 A simple test for ethical experimentation
41:37 Where to find Jon

#CRO #Experimentation #ABTesting #GrowthMarketing #EthicalMarketing #ProductGrowth #ConversionOptimization #DigitalExperience #CustomerExperience #Retention #MarketingStrategy #GrowthStrategy