EXO Minis: Rosario Toscano
A micro-interview with CRO Consultant, Rosario Toscano.
Meet Rosario Toscano, who has spent the past 15 years immersing himself in all things Conversion Rate Optimization (CRO). Most recently, he was the Head of CRO at MOCA Interactive, an Italy-based digital agency, and is now an independent CRO consultant.
Thanks for the interview, Rosario.
Let’s get started.
How did your background lead you to experimentation? Please share your origin story.
I began my career as a project manager at a small redesign agency, where I had the opportunity to engage in and propose a wide range of initiatives—partly due to my role and partly fueled by my passion. During this time, I also explored email marketing and web analytics, which further broadened my skill set.
In 2015, a combination of experiences, along with a strong passion and aptitude for copywriting and design, led me to specialize in CRO. Initially, I worked as a CRO specialist and later advanced to lead the CRO unit at MOCA Interactive. This role allowed me to collaborate on diverse projects across multiple sectors, deepening my expertise and adaptability.
In parallel, I also pursued my own side project in e-commerce, focusing on jewelry and watches. I designed, created, and managed every aspect of this business. This hands-on experience was incredibly enriching, as there’s no better way to learn than by experimenting with your own project.
Today, as a CRO consultant, my mission is to enhance project performance while also shaping my clients’ mindsets. I strive to help them embrace a data-driven approach, enabling more informed and effective decision-making.
What do you know about your work or industry now that you wish you had known when you first started?
The fundamental importance of soft skills in my work. From the very beginning, I dedicated significant attention to developing technical skills, which was undoubtedly important.
However, I later realized I was at risk of overlooking equally crucial elements such as communication, feedback, a holistic vision, and empathy—factors that can make a substantial difference in a project. These aspects are closely linked to culture and emotions, which play a vital role in shaping project outcomes.
These elements positively influence projects, particularly in execution. They help clarify objectives, define the indicators that confirm whether we are on the right track, and outline the specific activities required to achieve our goals.
Additionally, though it may seem obvious, these factors also influence service renewals. A satisfied customer—who feels valued and understood—is more likely to continue the collaboration, even when certain results take time to manifest.
What is the #1 thing that has helped you shorten your craft’s learning curve?
It took me some time to understand the importance of focusing on the activities that truly matter and reducing distractions. One tool I rely on for this is OKRs (Objectives and Key Results), which I use both in my professional life and in my personal goals.
In a job where there’s so much to learn and the scope is so broad, focusing on the most important things at the right time has made a big difference for me. It helped me learn the skills I needed most at specific moments, saving time and energy.
What are you most excited about in this field right now?
Mindset and corporate culture for optimizing the online experience. This is a topic that deeply excites me, as it touches on both complex and profound aspects. It’s demanding work that no AI can accomplish—it requires vision, consistency, and the involvement of everyone, both internal and external stakeholders.
Although it’s a subject that is increasingly discussed, I believe it remains challenging and difficult for many to master. And it is precisely this complexity that makes it even more fascinating and full of opportunities.
What book or digital resource has helped you the most over your career?
Teresa Torres' book, Continuous Discovery Habits, offers excellent insights on how to work with a user-centered approach while keeping business objectives in focus. This is something we, as CRO professionals, are familiar with, but Teresa provides reflections and tools that I found particularly valuable.
Among these are several strategic and tactical tools that support research activities, such as the experience map and the opportunity solution tree, which I wasn’t familiar with but found incredibly useful for broadening my perspective.
What is your parting piece of advice for fellow experimenters?
Beyond the great opportunities offered by artificial intelligence, take a few minutes each day to reflect on your day: what did you do well, and what can you improve? Be honest with yourself, because there is always room for growth.
Show empathy for the challenges and emotions of your client or counterpart. Behind words and actions lie emotions, desires, and sometimes fears. Try to understand them and do your best—every client is unique and cannot be managed in the same way. It’s up to you to adapt to the context.
Start with processes and frameworks, but make sure they are flexible and easily adaptable to specific situations. This approach will help you respond more effectively and build stronger relationships.
👋 Hi, I’m Brian Poe, Founder and Chief Optimization Officer of Mammoth Insights, a boutique agency with 15+ years of experience helping mid-sized to enterprise companies improve digital strategies through affordable, high-quality Conversion Rate Optimization (CRO) and experimentation, specializing in data-driven research, analysis, and A/B testing. I’ve had the pleasure of working with leading global brands such as Best Buy, Verizon, Target, Ulta Beauty, Mobly and more.
Whenever you're ready, there are a few ways I can help you:
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