Testing Mind Map Series: How to Think Like a CRO Pro (Part 36)

Interview with LeAnn Reyes

With a passion to make the internet a better place, LeAnn Reyes found her niche in conversion optimization. As someone with a background in coding, UX design, and copywriting, she brings a well-rounded and nuanced perspective to the field. LeAnn relishes the challenge of questioning commonly held assumptions and pushing for data-driven decision-making over gut instincts.

For LeAnn, comprehensive research is the foundation of any successful optimization process. She recognizes the complexity of testing and the importance of a solid process in achieving tangible results. By prioritizing research, promoting a culture of learning, and implementing a rigorous testing process, LeAnn emphasizes the power of data-driven thinking to optimize websites effectively.

So without further ado, let’s get started!

LeAnn, tell us about yourself. What inspired you to get into testing & optimization?

For most of my career, I’ve pursued topics and work that interested me and focused on solving problems with better customer experiences – project management, some coding, marketing, UX design, MarTech, copywriting, product management, and more.

I was always learning something new, putting it to use, getting results, and then moving on to solve a new problem. But could never put a title on it.

Then a few years ago I realized the parts of work I loved most could be consolidated into one focus: Conversion Optimization

I get to use everything I learn (past and future), make better business decisions using data, dedicate time to research, and inevitably provide better customer experiences.

There’s always something new to learn and test. That makes me a happy optimizer.

How many years have you been optimizing for?

Most of my work experience has included some kind of testing or research. I’ve been optimizing exclusively since early 2022.

I’m excited about work every single day. And get to work with such an amazing and collaborative team at Conversion Sciences.

I didn’t think dream jobs existed, but here we are.

What’s the one resource you recommend to aspiring testers & optimizers?

Find a mentor. You can learn from them, take their course, read their book, connect with them, and maybe even work with them someday.

Answer in 5 words or less: What is the discipline of optimization to you?

Use data, not your gut.

Influenced by one of my favorite quotes: “Most of the world will make decisions by either guessing or using their gut. They will be either lucky or wrong.” – Suhail Doshi

What are the top 3 things people MUST understand before they start optimizing?

1. Research is not negotiable or something you can do later. You need to understand the audience, where they come from, their pains, motivations, their journey, why they leave, what messaging works best, etc.
2. Everything isn’t going to win. Optimization isn’t always just about making more money, it’s about learning and can also save companies from making decisions that lose money.
3. Process matters. Whether you’re optimizing for yourself or a client, there are a lot of moving pieces and things to consider with every single test.

How do you treat qualitative & quantitative data to remove bias?

I focus on what I see and learn from the users on the site and work with the Conversion Sciences team to collaborate and brainstorm.

Plus, this is just another reason why we test. The more you test, the more you learn. The more you ask users, the more you learn.

What is the most annoying optimization myth you wish would go away?

You can just change the button color, right?

While button color can sometimes have an impact, there are often far more impactful things to focus on and test.

Thanks for tuning in to this exclusive interview with LeAnn! We hope you’ve gained some valuable insights from their experiences and advice, and we strongly encourage you to put them into action in your own optimization efforts.

Check back twice a month for upcoming interviews! And if you haven’t already, check out our past interviews with CRO legends Gursimran Gujral, Haley Carpenter, Rishi Rawat, Sina Fak, Eden Bidani, Jakub Linowski, Shiva Manjunath, Deborah O’Malley, Andra Baragan, Rich Page, Ruben de Boer, Abi Hough, Alex Birkett, John Ostrowski, Ryan Levander, Ryan Thomas, Bhavik Patel, Siobhan Solberg, Tim Mehta, Rommil Santiago, Steph Le Prevost, Nils Koppelmann, Danielle Schwolow, Kevin Szpak, Marianne Stjernvall, Christoph Böcker, Max Bradley, Samuel Hess, Riccardo Vandra, Lukas Petrauskas, Gabriela Florea, Sean Clanchy, Ryan Webb, Tracy Laranjo, and our latest with Lucia van den Brink.