From A to B

In this episode, Rishi Rawat, a consultant specializing in copywriting for conversions, shares his insights on heuristic audits. He discusses the essential components that transform a mediocre audit into a valuable one. Rishi highlights the frequent shortcomings in current auditing methods and the crucial distinction between expert and non-expert evaluations. They also explore the importance of empathy in web design, understanding user emotions, and how these factors can significantly influence user experience and conversion rates.

Problematic stakeholders could be convinced if they... just got data. Right? Nope. Sometimes it's deeper than that. You gotta understand what makes them tick. Is it data? Is it optics? Maybe you should be running heuristic audits on your stakeholders instead of your website...In the second time EVER, someone else has changed my mind on something. Leave it to "Kingpin" Finn McKenty, who's apparently gone from Punk Rock MBA to Finn McKenty PhD, to change my mind.We got into:- How YouTubers are more data driven than your own CEO (lol)- Why you should be running heuristic audits not JUST on your website, but on the stakeholders you interact with (and tips to do so effectively)- Finn gives some general life advice on learning to let go (important when many product and CROs don't have autonomy to actually impact anything)Timestamps:00:00 Episode Start2:46  The analogy of CRO and "Gym" goes so deep6:25 Even YouTubers are data driven11:20 People who don’t buy into “experimentation” just optimize for different metrics than you14:28 Psychology of UXers vs. Product/CRO (Finn low key is a psychologist now)20:01 Running heuristic audits on… stakeholders? (yes - it’s a good idea)25:07 Optimization sometimes means optimizing for ‘helping people’ (not metrics)30:16 Sometimes, CROs gotta play the politics game35:13 Finn offers sage advice in learning how to let go (CROs need to hear this)49:06 Preach: Samuele MazzantiGo follow Finn McKenty on LinkedIn: https://www.linkedin.com/in/finnmckenty/ And go subscribe to his newsletter:https://finnmckenty.beehiiv.com/ Go check out Samuele Mazzanti's post too: https://tinyurl.com/FromAtoB-SamueleAlso go follow Shiva Manjunath on LinkedIn: ⁠https://www.linkedin.com/in/shiva-manjunath/⁠Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/And go get your free ticket for the Women in Experimentation - you might even be entered to win some From A to B merch! : https://tinyurl.com/FromAtoB-WIE

Do you REALLY know what cookies are? Like really, REALLY know? What about GDPR? What about PII?I know the words. But what do they REALLY mean? I enlisted the help of Eddie "The Techie" Aguilar to help me simplify some of these complex topics, and help me create meaningful next steps on how to address PII concerns and other marketing-related issues in data collection. We got into:- Simplified definitions of cookies, data collection, GDPR, etc. (I'm stupid and like hearing things simplified from smart people)- First vs. Third part cookies (and what it means to your marketing program)- A/B testing and the importance of NOT collecting PII in your testing toolsTimestamps:00:00 Episode Start2:31 What is a Cookie?7:41 How Cookies Have Been Used Maliciously (Lack of Consent)9:51 First Party vs. Third Party Data13:11 Opting Out of Cookies (Explained)14:45 GDPR28:20 A/B Testing and Cookies37:30 PII and A/B testingGo follow Eddie Aguilar on LinkedIn: https://www.linkedin.com/in/whoiseddie/ Also go follow Shiva Manjunath on LinkedIn: ⁠https://www.linkedin.com/in/shiva-manjunath/⁠Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/And go get your free ticket for the Women in Experimentation - you might even be entered to win some From A to B merch! : https://tinyurl.com/FromAtoB-WIE

It happens rarely, but somehow Linda was able to change Shiva's mind this podcast. And we got it ON THE RECORD. What did she change his mind on? Linda "The Winna" Bustos brought some compelling conversation to the fact that company CAN differentiate in 'cookie cutter' websites (e.g. Shopify) in really, really creative ways. We got into: - The importance of copy when you're using a generic 'cookie cutter site' (e.g. Shopify templates)- Letting your brand shine through to help you differentiate (including some hilarious examples of how some brands have accomplished this)- Cool trends Linda has been seeing in ecom spaceTimestamps:00:00 Episode Start2:58  Shopify Is Basically A "Paint By Numbers" Website Generator7:41  Using Shopify When Your Product Truly Is Unique9:53  Tips On Stand Out From The Crowd On Product Pages12:40  Mattresses Is An Industry To Keep An Eye On18:56 Shiva Glazing Liquid Death (For A Good Reason Though)21:23  Other Creative/Creative Brands Which Have Done Cool Shit27:44 Make Your Copy Memorable (And Palace Has Amazing Copy)30:30 How Do Luxury Brands Differentiate?36:01  Product Finders Can Be A Differentiator41:03 Do Better Competitor Comparison ChartsGo follow Linda on LinkedIn: https://www.linkedin.com/in/lindabustos/And check out her website Ecom Ideas: https://ecomideas.com/Also go follow Shiva on LinkedIn: ⁠https://www.linkedin.com/in/shiva-manjunath/⁠Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

Do product/CRO people REALLY know well? There may be some Dunning Kruger happening, and maybe we really don't get why they keep complaining about our initiatives. Spoiler: Many times, they have a VERY legitimate point! Who better than the freaking VP of Nielsen Norman Group "Checkmate" Kate Moran to come dish all the things we're getting wrong about UX, and how to better work together. We got into: - What product teams/CRO can learn from UX, and vice versa- Why product teams really need to focus on longer term relationships with the customer (and not chasing short term gains)- Amazing (and not so amazing) use cases for AI in UX Timestamps:00:00 Episode Start1:52 How Does UX View Experimentation / CRO?6:51 What Are The Biggest Problems UX Faces As An Industry?13:03 What Can CROs/Product Learn from UX (And Vice Versa)17:22 UX/Product Share This In Common: No One Knows What The Fuck We Do20:55 AI in UX - DON’T (!!!) Blindly Trust It26:56 What Is “Google Gullibility”? 30:51 Context Matters in UX38:05 Shiva Is Kinda Agegist (My Bad lol)Go follow Kate on LinkedIn: https://www.linkedin.com/in/kate-m-moran/ And check out Nielsen Norman's new live online courses!https://www.nngroup.com/training/live-courses/ Also go follow Shiva on LinkedIn: ⁠⁠https://www.linkedin.com/in/shiva-manjunath/⁠Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

How many of y'all feel a bit nervous about going to in-person conferences / networking events? André Morys and I have been there before. Would you believe that "Sensei" André is actually an introvert?! Could've fooled me 👀I wanted to get feedback from someone who RUNS conferences to figure out what tips and tricks we can utilize to get the most out of in-person events, ESPECIALLY coming from two people who are actually pretty introverted (if you can believe it...)We got into: - Tips for introverts to "get out of your own head" at conferences / in-person events- Feeling imposter syndrome at conferences (and how to break the nasty mental hold it has on you)- Being curious about everyone and everything is probably the BIGGEST tip you can take awayTimestamps:00:00 Episode Start3:32 Rules for Conferences (NOT Tips - obey these always)  9:01 How to Be Your Authentic Self At Conferences 12:54 Tips for Introverts at In-Person Events / Conferences18:24 Feeling Imposter Syndrome at Conferences27:05 Don't Overthink - Just Be Curious (When Interacting With Humans lol)29:32 More Tips for Introverts (And Extroverts - It’s Your Job to Help Introverts)37:40 How Do You Shut People Up Who Just Keep Flexing / Selling50:00 Pace Yourself - The Value of Conferences Happens AFTER The Talks Go follow André on LinkedIn: https://www.linkedin.com/in/andre-morys/And if you're interested in signing up for the GMS conference (using the promo code André shared in the episode, which to remind y'all I get 0 kickbacks or dollars from lol) - go buy a discounted ticket! https://www.growthmindedsuperheroes.com/home Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/Also go follow Shiva on LinkedIn: ⁠⁠⁠https://www.linkedin.com/in/shiva-manjunath/⁠If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

What REALLY is the impact of leadership in growing an experimentation? And is "stable leadership" something which may actually be messing up your ability to grow your program?This was something I wanted to enlist the thoughts from the "Taco King" himself, Lukas Vermeer. We went into some great thoughts and conversations around building trust, being perceived as a credible person to help you grow your experimentation program, and other important things related to leadership and experimentation. We got into: - How Lukas REALLY built anti-fragile experimentation at Booking.com (and how some parts MAY have been influenced by the ... Dutch Mafia?!)- The impacts of working from home to building and scaling experimentation (spoiler: it DOES make shit harder)- "Trust" and "Credibility" are two VERY important things in growing experimentation - how you actually GET those, well Lukas and Shiva have thoughtsTimestamps:00:00 Episode Start3:02 The Leadership at Booking.com (and how it WAS stable)8:57 Which Impacts Experimentation More? Stability or Trust?14:54 The Impact of Working From Home to Growing an Experimentation Program24:39 Making Experimentation Anti-Fragile (Along With A Fun Lukas Story About It)40:20 What CAN CRO Do When Leadership is Unstable47:29 How to be Credible Without Being Annoying51:03 “PREACH” : Manuel De CostaGo follow Lukas on LinkedIn: https://www.linkedin.com/in/lukasvermeer/ And go follow Manuel on LinkedIn as well! https://www.linkedin.com/in/manueldacosta/ Also go follow Shiva on LinkedIn: ⁠⁠⁠https://www.linkedin.com/in/shiva-manjunath/⁠If you like this content, go nominate us for a community award at: https://experimentationcultureawards.com/ Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

In this engaging discussion, Erika Sentz, a digital marketing manager at WP Engine and expert in solo Conversion Rate Optimization (CRO), shares her unique insights. She emphasizes the importance of building relationships and effective communication while handling a solo CRO program. Erika introduces the 'first pancake theory,' illustrating that early mistakes can lead to growth. She also explores the art of delegation and strategies to manage stakeholder expectations, all while adding a humorous pancake twist to the journey of CRO management.

Do people have legitimate pushback to A/B testing? I mean, some don't. They just hate being proven wrong. But there are others who DO have legitimate pushback. How do we address this?Ton "The Don" Wesseling offered a ton of helpful thoughts on how we could actually push back on "logical" (but incorrect) reasons why people don't want to A/B test.We got into: - Pushing back on "not all tests win" without sounding like an asshole- Pick your battles wisely, and invest time in those who WANT to test (while don't prioritize those who DON'T want to test... for your own sanity)- Legitimize their concern. Don't talk down to them like they're wrong, because that doesn't help you, nor does it not help themTimestamps:00:00 Episode Start04:08 Pushing Back on "The Test May Not Win"09:50 Navigating Concerns on Testing Redesigns16:11 Addressing Pushback When It's One vs. Many People (to A/B testing)25:00 Someone Created Your CRO Role - Go Figure Out How To Be Helpful32:35 When "Winners" Don't Affect Your Bottom LineGo follow Ton on LinkedIn, and go nominate people who you think deserve Experimentation Culture awards run by Ton and others! (and feel free to nominate us there….)- https://www.linkedin.com/in/tonwesseling/- https://experimentationcultureawards.com/ Subscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

Pretty simple to make a hypothesis, right? If/Then statement, and boom, done. I already did most of the hard work in just having the framework.Not quite.A lot of work (and pre-work) SHOULD go into making a hypothesis, so that it can go from a "meh" but functional hypothesis, to a hypothesis that not only drives results, but trust in your experimentation program too! And bonus: Juliana "Run the Jewels" Jackson offers 2 columns / buckets of info you probably never considered which should be available for stakeholders to improve on the presentation of the hypothesis and test doc as a whole. We got into: - What exactly IS a hypothesis (good AND bad) - Why your hypotheses actually suck (and how to make it better)- Going beyond the hypothesis to make sure your test ideas are matching what stakeholders are looking forTimestamps:00:00 Episode Start07:24 Hypotheses Need to Reflect What the Business Truly Cares About12:54 Example of a GOOD Hypothesis20:21 Do Hypotheses Need to Be MORE Tactical? Or More Strategic? (In Their Wording?)27:18 Juliana's Two "Can't Miss" Buckets of Information You MUST Have for Every Test34:31 Shit You Need to Know: Haley CarpenterGo follow Juliana on LinkedIn, and check out her amazing “Standard Deviation Podcast” too!- https://www.linkedin.com/in/juliana-jackson/- https://www.linkedin.com/company/standard-deviation-podcast/ Make sure you go follow Haley and check out her post too! https://tinyurl.com/FromAtoBHaleySubscribe to our newsletter for more memes, clips, and awesome content! https://fromatob.beehiiv.com/If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!