{"id":86180,"date":"2024-04-22T15:00:14","date_gmt":"2024-04-22T09:30:14","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=86180"},"modified":"2025-05-01T16:02:08","modified_gmt":"2025-05-01T10:32:08","slug":"test-result-analysis-and-subsequent-action-insights-from-haley-carpenter","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/expert-interviews\/test-result-analysis-and-subsequent-action-insights-from-haley-carpenter","title":{"rendered":"Test Result Analysis and Subsequent Action: Insights from Haley Carpenter"},"content":{"rendered":"\n

We are back with the second edition of our \u2018CRO Perspectives: Conversations with Industry Experts\u2019 VWO Blog series. Through these interviews, we aim to showcase diverse perspectives, learnings, and experiences of CRO experts, fostering growth and learning within the CRO community as a whole.<\/p>\n\n\n\n

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Leader: <\/strong>Haley Carpenter <\/p>\n\n\n\n

Role:<\/strong> Founder at Chirpy <\/p>\n\n\n\n

Location: <\/strong>Austin, Texas, United States<\/p>\n\n\n\n

Speaks about:<\/strong> Experimentation \u2022 User Research \u2022 Conversion Optimization \u2022 Project Management \u2022 Data Analysis<\/p>\n\n\n\n

Why should you read this interview? <\/strong><\/h2>\n\n\n\n

Haley Carpenter has collaborated with leading organizations in the industry, building her expertise as a strategist and consultant in CRO. With a wealth of experience across various roles, she founded her agency, Chirpy. Specializing in CRO, consulting, execution, and training, Haley focuses on user research and testing. Driven by tangible outcomes, she operates with maximum efficiency and effectiveness. She says that her work goes beyond “Conversion Rate Optimization” or “CRO”; it elevates entire business decision strategies, empowering teams to become confident decision-makers. <\/p>\n\n\n\n

Building A\/B testing skills and key lessons learned over time<\/em><\/strong><\/h3>\n\n\n\n

This is a long-winded answer, but I promise it\u2019ll come together. There are some critical components that have contributed to how I work now:<\/p>\n\n\n\n

#1: Proper learning and experience<\/strong><\/h4>\n\n\n\n

They are critical to success. Improper knowledge is frequently what leads to poor results. There\u2019s so much misinformation in this industry that it\u2019s extremely important to choose your teachers and mentors wisely. With that said, I have very intentionally<\/em> curated my professional experiences to learn from some of the best. My approaches have been influenced by each experience I\u2019ve had along the way. <\/p>\n\n\n\n

#2: Time<\/strong><\/h4>\n\n\n\n

I would always get so annoyed early in my career as a younger person that I\u2019d be checking all of the boxes of what a senior person did but not get promoted faster (however, I did get promoted quickly in retrospect). Simply checking boxes is not enough. Going through the ranks and grinding to try to be the best has been critical<\/em> to where I\u2019m at now. <\/p>\n\n\n\n

\"VWO<\/figure>\n\n\n\n

#3: Broad exposure<\/strong><\/h4>\n\n\n\n

I have intentionally worked at two small to mid-sized agencies and one huge SaaS company (where I still operated in an agency-type fashion). I maintained a broad list of clients in every role to ensure I\u2019d continually have broad exposure to all kinds of industries, people, websites, etc. I never wanted to go in-house since that typically commits you to one company only. CRO is niche enough in my opinion. I\u2019ve never thought it made sense to niche down more like being an eComm or SaaS specialist, for example.<\/p>\n\n\n\n

#4: Confidence<\/strong><\/h4>\n\n\n\n

All of the above components have contributed to my confidence. It seems like confidence in business is half the battle, especially when working with clients. I\u2019ve worked hard to have true confidence that I can back up with my performance.<\/p>\n\n\n\n

Now, based on all of that setup, my approach has shifted from just accepting and using what I was taught to being able to build upon that, develop my own opinions, and improve upon it. CRO has a lot of gray areas and there\u2019s no rule book like in the legal field, for example. There\u2019s a lot more room for opinions and different perspectives. Now, I\u2019ve been able to see and understand the full spectrum of all CRO topics so that I can make informed decisions and recommendations to my clients confidently.<\/p>\n\n\n\n

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My approach has shifted from just accepting and using what I was taught to being able to build upon that, develop my own opinions, and improve upon it.<\/p>\n<\/blockquote>\n\n\n\n

If anyone wants a more tactical list of some of my important learnings, here are a few:<\/p>\n\n\n\n