Martin Greif is a globally recognized expert in conversion rate optimization (CRO), known for transforming how businesses connect with their audiences and drive revenue. With over 25 years of experience and his role as President of SiteTuners, Martin has become a trusted advisor, guiding companies across industries to unlock their full online potential through innovative strategies and a deep understanding of customer psychology.
In this interview, Martin dives into the unique opportunities and challenges within the Balkan eCommerce market, explores the psychology behind impactful CRO techniques, and shares actionable insights that can help businesses achieve measurable growth and long-term success.
What insights are you most excited to share with the participants at the Balkan eCommerce Summit 2025? What motivated you to become a keynote speaker at this event?
Having been a keynote speaker at conferences around the world, I’ve found that most attendees believe that the value they get from my talk are the actionable conversion enhancements they can implement immediately upon returning from the conference. In the keynote, it’s not just theory, but practical techniques they can use to increase their revenue.
On a personal note, I’ve never been to Bulgaria and am excited to explore the country. To that end, I will be adding vacation days to my trip so I can learn more about the people and your culture. Any and all suggestions are welcome.
Your career spans decades in marketing, sales, and website optimization. What are some of the biggest changes you’ve seen in how businesses approach website conversions over the years? Could you share specific metrics or trends that highlight these shifts?
Unfortunately, while the tools change over time, and even get better, human nature does not change. We constantly see eCommerce marketers making the same mistakes over and over again. The good news is that by mastering the three questions that every visitor asks, these marketers can change their marketing, their website, and their lives.
In my talk, not only will I provide practical marketing advice, but the attendees will also walk away with a new way to think about their business, their relationships, and their lives.
Conversion Rate Optimization is often misunderstood or only partially implemented. Can you break down the most impactful CRO tactics you’ve seen deliver measurable results? Are there specific industries where these tactics work exceptionally well?
Most people think that CRO is all about testing; it’s not. It’s about psychology and measuring impact. This is why most CRO/Testing Programs fail. Without the understanding of psychology, the CRO hypothesis is typically wrong.
Now here is where it gets truly interesting. When the marketer truly understands psychology, CRO will work in any industry. The skillset is all about understanding human behavior.
For companies with limited budgets or just starting out in the eCommerce industry, where should they focus their efforts to get the most impact on their conversion rates?
For eCommerce sites, it’s all about the landing page to the cart. As every site is different, the main focus should be to make sure that the upstream messaging matches the landing page. When there is a mismatch between the message and the page, visitors do not buy.
You’ve worked with both B2B and B2C eCommerce companies across various sectors. How do conversion strategies differ between these two models, and what unique optimization tactics would you recommend specifically for Balkan-based eCommerce platforms?
Everyone thinks that B2B and B2C are different for eCommerce, but from a CRO perspective, there is very little difference because people are buying in both instances.
What is unique are cultural differences. What works in England or Germany might not work the same way in the Balkans. While there are some CRO constants across the world, we know for a fact through testing that cultural differences matter. For example, a website in English that services the United States, England, and Australia will have different conversion rates because each culture is different. Not addressing cultural values is a quick way to lower your conversion rate.
Closing Thoughts
Martin Greif’s expertise in conversion rate optimization is a result of blending psychology, strategy, and practical solutions to achieve measurable results. From addressing cultural nuances in the Balkan eCommerce market to implementing small design tweaks that drive significant growth, his insights underscore the importance of understanding human behavior in the digital space. Whether you’re a seasoned eCommerce professional or just starting out, his actionable tips at the Balkan eCommerce Summit 2025 provide invaluable tools for success.
📅 Don’t miss your chance to be part of this movement! Secure your tickets today and connect with visionaries like Martin at the Balkan eCommerce Summit 2025. Visit balkanecommerce.com for more details.