Ethical CRO: How Better Experiments Build Trust, Retention & Revenue

Jon Crowder joins Tracy Laranjo to explain why ethical experimentation is not just better for customers—it is better for long-term growth. They unpack fake urgency, misleading pricing and subscription tactics, short-term A/B test wins that erode trust, and practical ways to design experiments that improve retention, lifetime value, and revenue.

• Jon's LinkedIn: https://www.linkedin.com/in/jc-awip/

• Jon's agency website: https://www.anotherwebispossible.co.uk/

Chapters

• Chapters: 0:00 Welcome & introducing Jon Crowder

• 1:29 Why ethical experimentation matters

• 2:17 The pressure to drive results at any cost

• 7:17 When winning an A/B test loses money long term

• 8:34 Reframing urgency into trust-building experiences

• 13:38 Choosing clients and setting ethical boundaries

• 16:37 The ethics of price testing

• 19:21 Fake sales, subscriptions & agency pressure

• 20:46 How to steer unethical tests into ethical ones

• 23:09 Have urgency and scarcity gone too far?

• 24:02 Why legacy businesses cling to outdated tactics

• 27:36 Gen Z, trust, and changing expectations

• 29:48 What an ethical future for digital experiences looks like

• 34:30 Brands that earn loyalty through values

• 38:27 Why ethical experiences convert better

• 40:15 A simple test for ethical experimentation

• 41:37 Where to find Jon