"Will Critchlow is joined by Ryan Lucht, Senior Technical Advocate at Datadog which he joined as part of the Eppo acquisition earlier this year. Ryan has deep experience and expertise in CRO experimentation, and has great insights to share from that world to help SEO experimentation catch up with CRO in testing maturity. This episode is produced by Mark Cotton and hosted by Will Critchlow - you can follow Will on Twitter: @willcritchlow."
"The Business Class Lounge is a podcast from SearchPilot. SearchPilot helps large ecommerce retailers take SEO from react mode to control mode. Stop trying to predict the future. Experiment to discover it. If you like the sound of the podcast, add the feed to your podcast app if you haven't already, and if you know anyone who you think would enjoy the conversations, please do recommend it to them. You can email us at podcast@searchpilot.com to discuss anything you hear on the show."
Ryan Lucht joined Datadog after the Eppo acquisition and brings deep CRO experimentation experience. He advocates applying CRO practices to SEO testing, emphasizing statistical rigor, reliable data pipelines, and production-grade tooling. He recommends building repeatable experimentation infrastructure, clear hypothesis-driven test design, and close collaboration between engineering, analytics, and product teams. He stresses measuring business impact, automating analysis, and scaling experiments to reduce risk and increase learning velocity. He encourages e-commerce teams to shift from reactive SEO changes to controlled, evidence-based decision-making through continuous experimentation and robust measurement systems.
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