Navigating A-B Testing in Marketing

Welcome to another packed episode! This week, we're diving into three topics we think you'll find fascinating. First up, we're exploring why face-to-face meetings still matter in our digital world. Then, we'll share our favorite A/B testing tools (since Google Optimize is no longer with us), and finally, we'll look at how AI is reshaping UX with some eye-opening insights from Nielsen Norman Group.

A/B Testing Tools You Can Trust

With Google Optimize's departure, many of you have been asking what tools we're using now for AB testing. Let's break down our top three picks that we've thoroughly tested:

VWO (Visual Website Optimizer)

We love VWO's generous free tier - you get 50,000 test sessions without spending a penny. Perfect if you're running a smaller site or just getting started with testing.

Crazy Egg

Here's a tool that keeps things simple but powerful. Beyond basic A/B testing, you get heat maps and scroll tracking to really understand how your users behave. It won't break the bank either.

Check Mango

Looking for something focused purely on A/B testing? Check Mango might be your answer. It's lean, cost-effective, and does one thing really well - no fancy extras to distract you.

We've found each of these tools reliable for improving conversion rates and user experience. The key is picking the one that matches your needs and budget.

Why Face-to-Face Still Matters

Let's talk about something Marcus is passionate about - the power of in-person connections. Yes, we're living in a digital world, but there's something special about being in the same room with colleagues and clients that Zoom just can't replicate.

Our Pre-Pandemic World

Back in November 2019, when Marcus moved to his current location, having a direct train to London was a huge draw. Regular business trips were just part of life. Then everything changed. Suddenly, those London trips became rare, replaced by meetings with American clients. This shift taught him something important - while digital tools are brilliant for staying connected, they can't fully replace those in-person moments.

The Headscape Story

Marcus shares something from his experience at Headscape. Their office used to buzz with energy - spontaneous chats, brainstorming sessions, and that special camaraderie you only get from sharing a physical space. When they went remote during the pandemic (mainly for practical reasons), something changed. The friendly vibe started to fade. Sure, their Zoom meetings were productive, but that magic of face-to-face connection? It was missing.

Finding Our Way Back

So what did they do? They started scheduling regular meetups. Last November's two-day retreat in Bath was a game-changer. Not only did they nail their strategic planning (something that never quite works over Slack), but they rekindled those genuine connections that make their team special. Those coffee break chats, the shared laughs during brainstorming - you just can't get that through a screen.

What AI Tells Us

Marcus even asked AI about the benefits of meeting in person. It highlighted things like non-verbal cues, stronger relationships, and better focus. While good video calls can tick some of these boxes, they often miss that deeper emotional connection that comes from being together.

Impact on UX Work

For those of us in UX and conversion optimization, this isn't just theory - it affects how we work. When you're designing experiences that connect with users, you need to understand human interaction at its core. Being in the same room lets you pick up on those subtle cues - a raised eyebrow, a slight hesitation - that often lead to our best insights.

Looking Ahead

As remote work grows, we need to be intentional about bringing people together. Even occasional face-to-face events can help fight the isolation that comes with too much digital communication. While technology keeps us connected, nothing beats a real handshake or sharing a meal with colleagues.

What You Can Do

Feeling the digital burnout? Try organizing an in-person meetup. Whether it's coffee with your team or a proper retreat, these real-world connections can spark the creativity and warmth that virtual meetings sometimes lack. Remember - while digital tools are essential, real relationships need real interaction.

Essential UX Reading

Want to understand how AI is changing our field? Here are three must-read pieces from Nielsen Norman Group:

• Redefine Your Design Skills to Prepare for AI. A practical guide to evolving your design skills for the AI era.
• A Shift From Command-Based Interactions to Outcome-Based Interactions. Jakob Nielsen explores how we're moving from traditional interfaces to more outcome-focused systems. It's fascinating stuff that might change how you think about user interactions.
• We Must Embrace AI and Shift to a More Strategic Role. A compelling look at how AI is pushing us to become more strategic in our UX roles.

These articles offer practical insights for staying ahead in our rapidly evolving industry.

Your Questions Answered

Paul Edwards asked us something interesting in the Agency Academy:

"I would love to hear about what automations people have set up. I'm going down that road and need some inspiration."

Let's share how we've streamlined our daily work:

Email Management & Communication:

We use Clean.Email to keep our inboxes tidy by automatically unsubscribing from newsletters we don't need. For regular responses, Spark helps us set up template replies—a real time-saver.

Text Expansion Tools:

Ever catch yourself typing the same things repeatedly? TextExpander and TypeText are lifesavers, letting us insert common content with just a few keystrokes. No more copy-paste errors!

Social Media & Email Marketing:

Buffer and CoSchedule handle our social media scheduling, while Klaviyo and Mailchimp manage our email sequences. Post once, reach everywhere—that's the dream, right?

Workflow Integration:

Zapier is our secret weapon. When someone signs up for a workshop through Stripe, it automatically triggers a thank-you email. And Notion? It keeps our podcast production flowing smoothly, notifying me as soon as Marcus uploads the edited audio.

The Little Things:

We even automate image compression with TinyPNG and use smart templates for proposals. It's all about finding those repetitive tasks that slow you down and asking, "Could a computer do this for me?"

If you have any other tools or resources you'd like to link, feel free to let me know!

Marcus's Joke

Here's Marcus's dubious contribution this week:

"I'm a member of a golfing WhatsApp group. One day, a husband asks his wife, 'If I died, would you date another man?' She replies, 'Of course I would.' He continues, 'Would you let him move into our house?''Yeah, of course I would.' 'Would you let him sleep in our bed?' 'Yeah, of course.'Then he asks, 'Would you let him use my golf clubs?'She answers, 'Definitely not.' He asks, 'Is that because they're personal to you?' And she replies, 'No, it's because he's left-handed.'"

Thanks for joining us! Whether you're exploring A/B testing tools, planning your next team meetup, or looking to automate your workflow, we hope today's show gave you some practical ideas to try. See you next time!

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