Optimize with empathy: Gwen Hammes on turning behavior into brand impact

Insights Unlocked

Episode web page: https://bit.ly/4fEzKXi

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Episode summary:This week on Insights Unlocked, Nathan Isaacs sits down with Gwen Hammes, co-CEO of CRO Metrics, to explore how brands can turn real customer behaviors into powerful, business-driving insights. With a career spanning top global agencies and now leading a growth experimentation firm, Gwen shares how her experience in different cultures, especially Mexico City, helped reshape her leadership style, making it more adaptable, empathetic, and outcome-focused.

What you'll learn in this episode:

• Why conversion optimization is more than just a tactical fix—it’s a rich source of behavioral insight

• How cultural experiences can break rigid thinking and inspire more creative, human-centered problem-solving

• What symmetrical messaging is and why it’s one of the most overlooked opportunities for brands

• How to use experimentation to de-risk web redesigns and new capabilities

• Ways to reframe change to make it energizing for teams rather than destabilizing

• How CRO Metrics is adopting AI tools, not just for efficiency but to deepen client insights

• Why mentorship and community-building matter, and how Gwen is investing in the next generation of women in growth

Resources & Links:

• Gwen Hammes on LinkedIn (https://www.linkedin.com/in/gwen-hammes/)

• The CRO Metrics website (https://crometrics.com/)

• Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/)

• Learn more about Insights Unlocked: https://www.usertesting.com/podcast