We talk to Chris Goward, manager director of Wider Funnel, a conversion rate optimization and experimentation agency founded in Vancouver. Chris tells us how he got fired from an agency for being too scientific, what he considers the five levers of success in CRO, why test results are often countchrierintuitive, why he believes in the hedgehog principle, why he looks for mavericks with grit when he is hiring team members, and he explains Thursday awesomes and awfuls.