How One CRO Team Used Post-Test Interviews to Uncover Why

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How One CRO Team Used Post-Test Interviews to Uncover Why

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Episode 83 of Conversion Rate Optimization with Fexingo. Lucas and Luna dive into a overlooked practice: post-test qualitative interviews. They dissect a real case from a B2B SaaS company that ran a winning A/B test on its pricing page — a 12% lift in sign-ups — only to see the gain vanish after launch. By interviewing 15 users who saw the variant, the CRO team discovered the new layout accidentally drew attention to a privacy policy link that spooked enterprise buyers. The team reverted the design and tested a version that kept the conversion lift while adding a trust seal near the privacy link. Lucas explains why most teams stop at the p-value, and Luna advocates for a 'why' question baked into every test. They discuss interview scripts, sample sizes, and how to separate user justification from true insight. No hot takes — just a practical case for adding 30 minutes of conversation to your next A/B test cycle. #ConversionRateOptimization #ABTesting #CROStrategy #UserResearch #QualitativeResearch #PostTestInterviews #ConversionKillers #B2BSaaS #LandingPageTesting #PricingPage #TrustSeals #PrivacyPolicy #EnterpriseBuyers #DataDrivenMarketing #MarketingExperiments #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo

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