Testing Mind Map Series: How to Think Like a CRO Pro (Part 30)

Interview with Lukas Petrauskas

Our interview this week features Lukas Petrauskas, a CRO expert with a remarkable portfolio. Lukas consults for brands ranging from $10 million to $100 million in yearly revenue, and his most recent business case resulted in a whopping 65% increase in revenue in just four months. This is only one of the many impressive feats that Lukas has accomplished throughout his career so far having helped brands generate more than $40 million in revenue!

So what is it that sets Lukas apart from the rest of the crowd? What advice does he have for fellow optimizers?

You won’t want to miss what he has to say – it may just surprise you!

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

As a conversion copywriter, I started suggesting website improvement ideas and my former manager eventually asked me, “Do you know what CRO is?” One hour later, I knew not only what Conversion Rate Optimization is, but that I’m going to be an optimizer.

For how many years have you been optimizing?

My whole life. Mainly, optimizing for survival, monetary resources and happiness.

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

CXL.

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

A way to make money.

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

Optimization goals. Do you know what’s the most important business metric you should optimize for?

Key business metrics. Can you analyze A/B tests through the lens of key business metrics and are the data accurate?

Biggest opportunities. Do you know how to find the juiciest A/B testing opportunities using research?

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

To remove my bias? As long as I help my clients make money and I don’t hurt anyone, I’m good with being affected by every bias in the world, haha.

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

I am not sure I find anything annoying. It’s a free market. Survival of the fittest. Believe any myth you want, haha.

Thank you for joining us for this exclusive interview with Lukas. We hope you’ve learned some valuable insights from his experiences and advice, and we 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, and our latest with Riccardo Vandra.