Suggestions
Kirby Crook
CRO Strategist at Elevar
Kirby Crook is a CRO (Conversion Rate Optimization) Strategist at Elevar - Analytics Automation, a company specializing in analytics and tracking for e-commerce and digital marketing.12 Here are key details about Kirby Crook's professional background:
Current Position
- Associate Director of CRO at Cotopaxi (June 2022 - Present)1
Previous Experience
- CRO Strategist at Elevar - Analytics Automation (September 2020 - June 2022)1
- Digital Marketing Director at Love Your Melon (January 2019 - September 2020)1
- Digital Marketing Manager at Love Your Melon (September 2017 - December 2018)1
- Designer at //JÖKULÁ in Reykjavik, Iceland (September 2016 - November 2017)1
- UX Designer at Starchup (June 2016 - October 2016)1
Education
- Bachelor's Degree in Business Management from Hope College, with a GPA of 3.971
Skills and Certifications
- Expertise in conversion rate optimization and growth strategies for e-commerce brands1
- Holds a certification in Online Marketing Fundamentals from Google Digital Garage1
Kirby Crook has a diverse background in digital marketing, user experience design, and conversion rate optimization, with experience working for various companies in the e-commerce and digital marketing sectors.1
Highlights
Just wrapped up my third Campbell Trophy Summit, and I couldn’t be more grateful to Mark W. Flynn, Diane Johnson Flynn, Brad D. Smith, and everyone else who plays a part in carrying on Bill Campbell’s legacy in this way. It was an honor getting to hear from Sam Acho, Nikesh Arora, Ron Johnson, Nate Boyer and others willing to share their experiences and insights.
Two years ago, I had the privilege of hearing from Jeremy Utley walk us through the concepts in his book, Ideaflow. It was a really timely topic and book, so I was thrilled to see that he was back on the list of speakers this year.
I, like many others, have been inundated with tips and tricks on how to best leverage generative AI and unlock potential. However, my lightbulb moment this weekend was thanks to Jeremy - I’ve been using it in the wrong way and, thus, had the wrong expectations. Jeremy's thesis was that ChatGPT and other similar tools are treated as an oracle, when they should be treated as a coworker.
He gave four ways to learn and two ‘watch outs’ when trying to learn and innovate in the context of generative AI. He’s far more inspiring and knowledgeable than I am on the topic, so I’d highly recommend his newsletter (https://lnkd.in/e5WkFMND) to anyone interested in learning more. Maybe I haven't been looking hard enough, but it's one of the first AI resources that I'm actually excited to read.
One of the four points was ‘regenerate’ - the watch out related to this is that we’ve been trained that the first result is the best result. But his point was, since LLMs are non-determinate, they will give different responses each time you ask a question. So ask - and ask again - at least 3 times. His second point, somewhat related, is that you should ‘turn the tables’. Have AI prompt you to get your mind going. At the end of your prompt, he recommends adding the following: "Before you answer, ask me 3 questions to better understand my needs."
Just as I did last time I attended, I left the conference grateful, inspired and excited to be back next year.
Really enjoyed chatting with Brad Redding and Jonathan Cairo about brand-side CRO, surveys and qualitative data, personalization, and other things that I’ve learned at Cotopaxi (https://lnkd.in/giKfUayt).
I share a few strategies that have worked well, but also talk about some challenges we’re still trying to solve.
Along those lines, I’m looking to put together a quarterly meetup to talk through different topics and share insights and roadblocks. After attending Personalization Pioneers by Dynamic Yield by Mastercard last year, I found some of the most insightful conversations happened in smaller, round table discussions with other ecommerce folks.
Some of the topics I'm thinking thru include:
• CRO programmatic approach (processes, meeting cadences, documentation, team composition, etc)
• How to lead team brainstorming sessions and generate new ideas
• Collecting and using 1st party data to enhance the customer experience
• How to collect and use qualitative data to drive CRO efforts
• Identifying and solving specific problems, such as price justification, fit/sizing, product discovery, etc
• Implementing guided selling techniques to move a user from awareness to consideration to conversion
These are all areas that, selfishly, I’m looking to continue to learning and growing in, so I’m excited about the prospect of bringing collective knowledge together on these topics.
If you’re interested in participating in these sorts of discussions, leave me your email and I’ll work on finding a time that works in the next couple of months.
