Oren Greenberg

We'll soon witness the death of many CRO agencies. Yes it's because of AI, but it's also because of something else. In the past few years, there's been an explosion of agencies doing A/B testing. Shrinking margins and rising CACs have made CRO the new "hot" thing. You just can't win at ecommerce without CRO in 2025. And every agency and every kid on Twitter looking to make a buck has caught on. I'd guess 90% of CRO providers emerged in the last 2 years alone. So why will most disappear? Here's the deal: for many agencies, CRO isn't their main service. It's an add-on. But CRO takes 6 specialists on average to do well. And it's too complex to be a side gig. So naturally these agencies are incentivized to automate the entire CRO process using AI. Since it's not their main gig, they don't really have complex processes or methodologies for CRO anyways, so they're replacing strategists with AI to find test ideas and do audits. Problem is, AI lacks context. Business context, audience context, experience context. It doesn't follow a methodology. Which means AI generally rehashes best practices and generic test ideas for everyone. And what do you get? Slop, cookie-cutter CRO. Your tests teach you nothing. Results are sparse. Ideas are uninspired. And that's not what I call CRO. That's picking random tests from a "best practice" list, except AI picks for you. Now, we use AI daily at SplitBase. We even built our own AI-enabled app. But here's the distinction: We use AI so our strategists can spend MORE time on strategy, not less. AI helps with project management and tedious tasks. But it doesn't replace experienced strategists who follow a proven CRO methodology, and who know your business inside and out. Here's what this means for the future of CRO: You're about to see a massive quality gap emerge. Agencies that treat CRO as a checkbox will keep delivering mediocre results. The agencies using AI to replace thinking will die off. Agencies without real expertise won't survive. At SplitBase, we've spent the last 10 years perfecting our methodology. We also employ incredible strategists. We use AI to make it even more powerful. Not to replace all of it. And that's what your brand actually needs: real expertise, amplified. Not Claude disguised as an agency service. P.s. if you're an 8 or 9 figure ecomm brand and need to increase conversions with a solid and proven CRO methodology with top-tier strategists, DM me "CRO Plan" for a quick chat and a free CRO plan.

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Working on a new problem section for your website? Here’s an example you’ll want to check out 👇 Ambrook doesn’t write their problem section at all... They let their customers do it, with four quotes that I’d suspect resonate extremely well with their ICP: "I don't know if we can keep going on like this." "I'm not sure if we can really afford this right now." "I want to be in the field, but am stuck in the office." "I need to get the business ready for the next generation." They then break down their solution into three simple buckets that clearly explain how they help. • Know where you stand • Grow what matters • Plan for the future The takeaway here: when you’re writing your problem section, make sure it’s something your customer would *actually say* If you want four more example like this, the next edition of PMM Files (my newsletter) goes out tomorrow ⏰

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Ever heard of schema?? Well, most health brands are missing this technical SEO unlock hiding in plain sight... 🧩 If your site relies on content to drive growth, but you haven't touched your schema markup, you’re probably leaving serious visibility on the table. Schema is the structured data that tells Google--and now AI Overviews--exactly what your content means, not just what it says. And as search shifts toward GEO (Generative Engine Optimization), it’s quickly becoming the difference between ranking and, er, being replaced. Our SEO/GEO leads at Healthyish Content have been testing schema across 20+ top health & healthcare brands, and the pattern’s undeniable: ✅ Faster indexing ✅ Richer search results ✅ Stronger AI visibility (thanks to higher rankings in Google) Our amazing team at Healthyish Content just published a full guide breaking it all down: → Which schema types matter most for health brands → How it fuels AEO + GEO visibility → Why it’s the foundation of modern healthcare SEO Make sure your health content isn’t getting quietly left behind and start (or optimize better) at the link in the comments below 👇

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How to design B2B comparison pages? (Full AEO wireframe + breakdown below) Most “vs” pages are built for SEO only. Today? They need to be AEO assets. Built to rank in Google + get cited by LLMs. Here’s the page structure I use to maximize visibility in 2025: - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 1). H1: Main Comparison Question - Your primary retrieval anchor - Match user queries like “X vs X” - Phrase as a question when possible (“Which is better for X?”) 2). Direct Comparison Summary - Your LLM-ready answer box - State clearly who each product is best for - 2–3 sentences summarizing key differences - Use natural language for featured snippets / zero-click summaries 3). Comparison Table - Side-by-side view with consistent formatting (✓/✗, clear headers) - Mark up with Product/SoftwareApplication schema if possible - Add a short explanation above or below the table for context 4). Call to Action - Even if LLMs answer the query, users still click - Add a clear CTA: Try / Demo / Learn more - Place CTAs near the table and at the bottom - Helps define user intent and drive action post-click 5). Pros & Cons - Use bullets and subheaders for each product - Break down what each tool does well (and where it falls short) - Use question-based H2s (“What are the pros and cons of X?”) 6). BONUS: Use Cases or “Best For” Callouts - Help both users and LLMs match solutions to needs. - Add “Best for…” boxes (e.g., “Best for compliance teams”) - Improves intent alignment and snippet eligibility 7). Customer Reviews - Build trust and authority - Short star ratings and/or quotes - Use Review schema for AI and SEO visibility - Real user proof is a ranking signal and an LLM credibility cue 8) FAQ Section - LLMs are trained on Q&A structures - Answer real buyer questions (“Can I migrate from X to X?”) - Use FAQPage schema - Phrase as explicit questions for maximum AI retrieval 9) Related Alternatives - Keep users (and crawlers) exploring - Link to similar “vs” pages and relevant alternatives - Boosts crawlability, depth & understanding of your content hub - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Here's exactly why this works: 1. Schema and structure signal trust and authority 2. Every block maps to how LLMs chunk and retrieve info 3. Internal links and “Best for” callouts build topical authority 4. Clear CTAs + comparisons = higher post-click conversions 5. Conversational context and question-based subheads boost retrieval ♻️ Repost it to share with your network. Follow me Emilia Möller for practical insights on AI and visibility.

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Winners aren't using AI to just *replace* human work.  They're using it to *understand* humans better. REPLACE: A system to write and publish SEO optimised blog posts. UNDERSTAND: A system to analyse support tickets, sales calls and customer interviews then share insights with the entire company weekly.

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Some B2B SaaS messaging beliefs fade quietly, while others stick around far too long...and they need to be BROKEN publicly (here’s my list ↓) In B2B, everything moves slow, including the breaking of old habits. After working on 30+ B2B SaaS products, these are the 9 messaging shifts I now see as non-negotiable (...and a hill I’m ready to die on every time!) 1. Positioning comes first → You can’t position a product if people don’t understand what it does. Messaging is what makes the product feel real and useful, positioning is just the context. If people don’t get the message, they won’t care what market you’re in. 2. You need to lead with benefits → Nobody wakes up thinking “I need more revenue.” They move because something broke in their workflow. Start with what they’re trying to fix right now, not what they might want someday. 3. Interviews are the best source of insight → People forget, rationalize, or filter when you ask them. But behavior tells the truth. If 20 trials stalled at the same onboarding step, that’s insight. Watch what they do, not just what they say. 4. You need a new angle for each page → Messaging doesn’t need to be constantly fresh, it needs to be consistent. If every touchpoint tells a different story, you’re not reinforcing value, you’re creating friction. 5. You need a strong differentiator → Differentiation is nice to have. But clarity wins first. If users land on your page and immediately get what you fix, you’re ahead. The fastest-growing startups often just explained the obvious better. 6. Your homepage should explain everything → Think progression, not presentation. Your only job is to spark enough curiosity in the first 5 seconds that they keep going. Treat it like step 1 of a guided path, not a full product brochure. 7. More clarity means less emotion → The moment someone reads a line and thinks "Oh thank god, that’s exactly what I need" you’ve won. Clarity is not boring. It’s the opposite of stress...and that is emotional. 8. CTAs should be bold → Not “Book a demo.” Not “Start for free.” But: “See your top 10 posts from last quarter.” When the CTA mirrors what they’re already trying to do, it doesn’t need to sell, it just guides. 9. Product features are the story → No one cares how many integrations you have. They care about getting the job done without friction. Your feature? It’s just the faster path they didn’t know existed. None of this is theory anymore. I’ve watched every one of these beliefs improve lead velocity, reduce drop-off, increase conversions, or give users that “Aha!” moment on the homepage. The logic here is that if your message isn’t moving people forward, maybe it’s time to stop optimizing the copy and start arguing with the logic behind it.

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Klaviyo just published my blog about "6 use cases for random sample branching" - what's random sample branching that you might ask? Anyone who's built a Flow in Klaviyo knows its pretty straight forward to optimize Flow messages with the built-in A/B Testing interface... But what if you want to test not just the message, but the entire Flow itself? Or possibly, entire sets of Flows? That's where random sample branching comes in to let you try different paths by splitting your audience (randomly) between two paths. There's lots of ways to use this, and in the post I describe some of those use cases. (See link to post in the comments) P.S. Thanks to Klaviyo for publishing my article and Hani Rifai and Christian Nørbjerg Enger for contributing insights! #klaviyochampion2025 #klaviyo

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99% of brands aren't ready for "real CRO". I bet you've seen it too. Teams running sophisticated A/B tests on landing pages that take 8 seconds to load, optimising microcopy in forms that break on mobile, and testing CTAs on pages riddled with 404 errors. The broken fundamentals are killing conversions before any test even begins, while it's running, and long after you picked the winner: Dead links and untracked 404s. Nothing destroys trust faster than clicking through to a broken page. Yet most brands have no idea how many of their visitors hit dead ends daily. Do you? Slow, jerky page loads and CLS issues. Users abandon sites that shift content around as they try to click. Every layout shift is a conversion killer. Forms that fail on smaller screens. 80% or more of your traffic is mobile, but your checkout still requires a desktop mindset to complete. Follow Alun and Adam to learn ALL you need to know about good forms. Tracking scripts firing twice, or not at all. Your conversion data is either inflated or missing entirely, making every optimisation decision a shot in the dark. The cost? Lost trust, skewed data, and teams making decisions based on noise instead of insights. Channel inconsistency makes it worse. The same visitor sees three different promo codes: one in your email, another in paid ads, and a third on your homepage. Your brand voice shifts between channels, CTAs don't match, and messaging feels disjointed. No amount of multivariate testing can fix a fractured brand experience. This morning I wanted to buy a new pair of running shoes from 365Rider. I got slapped with three different promo codes while browsing, the highest one didn't work (and I had to give them my email for it) and as a result my feet are still not happy and my wallet is. Confused users don't convert, they bounce. Every unclear element is a leak in your conversion funnel that sophisticated personalisation can't plug. Your A/B test results become meaningless noise when core systems are broken. Resources get wasted on experiments that can't overcome fundamental friction. Stakeholders lose faith in optimisation when "winning" variants still underperform expectations. The fix-first roadmap is simple: 🔹 60-minute basics audit – Identify your biggest fundamental gaps 🔹 Prioritise top three fixes – Focus on high-impact, low-effort improvements first 🔹 Publish a cross-channel style/messaging guide – Ensure consistency across every touchpoint 🔹 Only then run experiments and personalisation – Build sophisticated tests on solid foundations Don't try to learn what works best with broken foundations. You need a generalist before you see the specialist. Before you hire that CRO agency or conversion expert, you need someone to audit and fix these fundamental issues. I have one spot open for client work this summer to help a brand get their foundations rock-solid. Link is in the first comment. What's your biggest "broken basic"?

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A 4-step guide for writing thought leadership content that works: 1. Lead with a strong, provocative point of view 'More of the same' content might work for SEO, but if you are selling into a noisy market, you want to stand out with a compelling story. With the fast-moving, confusing AI landscape, companies are hungry for vendors to show them the way and to lead with an opinionated perspective about the challenges at hand. 2. Back it up with data and real-world examples Strong opinions are great. But strong opinions that are grounded in facts are much more credible. Customer testimonials, research, analyst validation, measurable results - these need to underpin your point of view if it's going to resonate. 3. Make it practical and actionable So you've positioned a strong opinion that is data-driven. So what? You now want to provide your readership with a roadmap to get to great outcomes. Show them the way. Lay out the steps. 4. Make it simple Being able to translate complex concepts (and software) into straightforward, simple solutions is the hallmark of great writing and storytelling. Get rid of the jargon. Edit out 30% of the filler. Use simple language. And wrap it all up in a relatable story. What am I missing?

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GPT-5 NEEDS good SEO "OpenAI’s latest model is trained to be intelligent, not knowledgeable." In this post from Dan Petrovic, he breaks down GPT-5 post announcement and found that it grounds answers in real-time sources. That makes visibility, credibility, and structured content more important than ever. GPT-5 is like an amazing tour guide with no memory. What makes it valuable is how quickly it can find and trust the best landmarks in real time. And if your brand isn’t on the map, you’re invisible. Remember that all answer engines aren't actually that smart! They just know how to find things and explain them to you. https://lnkd.in/gMVqKdf3

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Are Your Dashboards Hiding Client Risk? - Here’s how to catch it early Most agencies rely on clean, high-level dashboards to track performance. And on the surface? Everything looks great. → ROAS is solid → CPL is within range → Engagement metrics are climbing But then A client churns. Or they question why revenue dropped despite great results. Here’s what’s happening: Your top-line metrics are hiding underperforming segments. And those blind spots are quietly draining ROI. This is one of the most common reporting gaps I see inside agencies. And one of the easiest to fix once you know where to look. What your dashboards might be missing: ↬ One campaign is carrying the entire account while others bleed spend. ↬ A top-converting audience last quarter is now underperforming. ↬ New leads are coming in, but LTV is trending down. ↬ Facebook looks like it's driving sales, but it’s just getting credit from retargeting. Here’s how the top-performing agencies catch it early: 1️⃣ Segment Everything by Performance Buckets: → Break down campaigns, audiences, platforms, and creatives. → Spot outliers early both good and bad. 2️⃣ Layer Your CRM and Revenue Data Into Dashboards: → ROAS is meaningless without sales quality. → When you layer in purchase behavior, LTV, and churn, you’ll see which efforts actually drive business results. 3️⃣ Set Drop-off Alerts at the Segment Level: → Don’t just monitor overall performance. → Track specific drops in ROAS, CTR, and conversion rates across micro-layers to prevent surprise churn. ↷ I’m Jeff Minor. I launched ReveelData because I was tired of watching agencies lose clients over what they couldn’t see. ↷ We built ReveelData to give agencies full-funnel visibility, integrating ad platforms, CRM systems, and revenue insights into one segmented, real-time dashboard. It’s how we help agencies catch the red flags early, prove their value clearly, and keep clients longer. ➡️ Is your dashboard helping you spot risk or masking it? Yes or No? ⬇️

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