In this episode, Jonny Longden, the Director of Digital Experience at Journey Further discusses the misunderstood concept of Conversion Rate Optimization (CRO). He emphasizes the importance of evidence-based decision-making and differentiation in CRO. The conversation also explores common mistakes and the need for a holistic approach. They address the challenge of explaining CRO's value to smaller brands and suggest gradually introducing them to its benefits. The use of Full Story as a CRO tool is recommended, along with investing in expertise.