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As we step into 2024, the marketing landscape for D2C subscription and memberships continues to evolve rapidly. It’s time to examine the top predictions, what they mean for marketers, and how to stay ahead in this ever-changing landscape.

CRO Trends: Balancing Velocity and Strategy

Conversion Rate Optimization (CRO) has evolved beyond mere A/B testing to embrace a more strategic, holistic approach.


  • Shifts towards server-side testing, with a blend of server and client-side approaches
  • Diminished impact from “velocity first” testing that lacks an underlying strategic framework
  • Rise in concurrent testing and experimentation with multiple variations
  • Increased personalization in testing for more significant impact

What This Means for Marketers: For marketers, this shift in CRO demands a more nuanced understanding of consumer behavior and a strategic approach to testing. It’s about balancing speed with insight, ensuring every test drives closer to meaningful impact.

Where to start:

  • Develop clear objectives, roadmaps, and metrics for your own CRO experimentation.
  • Ask Cro Metrics. We’re the largest independent experimentation firm in the world with over 30,000 experiments run to date.

For more 2024 Predictions including paid media, lifecycle and design – download our full 2024 predictions guide.