Join Nate Matherson as he sits down with Alex Birkett for the eleventh episode of the Optimize podcast. Alex Birkett is a co-founder of Omniscient, an organic growth agency that builds content & SEO programs for ambitious B2B brands. Previously, he worked on growth and experimentation at Workato, HubSpot, and CXL. Our episode is a masterclass on conversion rate optimization, including best practices and tactical advice you can implement on your own. Throughout the conversation, Alex and Nate discuss creating high-performance CTAs, the testing process, and pre-qualifying your form fills so your pipeline remains your target audience. Rounding out the episode is our popular lightning round of questions! For more information please visit www.positional.com, or email us at [email protected]. Resources:Join Positional’s Private Beta Here: www.positional.comCheck in with Nate on LinkedIn & TwitterCheck in with Alex on LinkedIn & Twitter What to Listen For:02:37 Alex’s Background  05:19 What is Conversion Rate Optimization (CRO)? 07:26 CRO: Goal setting and KPIs 10:43 Creating high-performing call-to-actions (CTAs) 16:43 Tactical Example: 60 days to improve CRO 24:07 How to: Identifying high-intent keywords 33:56 When to prioritize CRO 36:35 Does AdWords impact keyword rankings? 38:59 From traffic to prospect: how to pre-qualify your pipeline 40:54 Lightning Question Round