# CRO Is Broken: Alex McEachern of Intelligems on Growth Testing

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Podcast: [Honest Ecommerce](https://stenobird.com/podcast/honest-ecommerce-14292)
Published: 2026-08-27T14:00:00+00:00
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JSON: https://stenobird.com/v1/public/podcasts/honest-ecommerce-14292/episodes/cro-is-broken-alex-mceachern-of-intelligems-on-growth-testing
Duration seconds: 1564

## Resource

Alex McEachern is Head of Marketing at Intelligems, where he helps ecommerce brands unlock profitable growth through pricing and retention strategies. With a background spanning product marketing, product management, and brand development, Alex has led cross-functional teams and go-to-market efforts at high-growth companies. He is acclaimed for building strategic narratives, scaling brand visibility, and launching initiatives that align product experience with customer value. A graduate of Wilfrid Laurier University with a BBA in Marketing, Alex brings analytical depth and creative energy to the intersection of growth, user experience, and commerce. His work is informed by a passion for behavioral psychology, practical experimentation, and a belief that great brands earn trust over time, not just clicks. In This Conversation We Discuss: [00:00] Introduction [02:20] Disclosure on the Intelligems partnership [04:05] Mistranslating conversion rate optimization [07:50] Why CRO undersells what the work is [10:15] Different stakeholders, different trade-offs [12:00] CRO specialist vs Chief Revenue Officer mix-up [13:18] Callouts [13:28] Statistical significance and informed decisions [18:30] The truth about minor test tweaks [21:15] Where AI actually helps experimentation [25:50] Coining the term growth experimentation [28:10] AI in the wrong hands is dangerous Resources: Subscribe to Honest Ecommerce on Youtube A/B Test Prices & Offers for Ecommerce intelligems.io/ Follow Alex McEachern linkedin.com/in/alexmceachern If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

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