From A to B

Erin Weigel, aka 'All She Does Is Win', challenges the rigidity of UX patterns and best practices, emphasizing the importance of user-centric design decisions. She discusses how simplicity is subjective, the hierarchy of evidence in UX, and the dangers of blindly following best practices. Erin advocates for personalized experimentation over scale optimization for optimal user experiences.

Gerda Vogt-Thomas discusses politics in CRO and experimentation, focusing on in-house vs. agency-side politicking and the importance of removing emotion from decision-making processes. The conversation explores strategies for managing office politics, building relationships, stakeholder buy-in, and navigating challenges in CRO processes.

Tara Robertson, a marketing expert, and head of Demand Gen at Chili Piper, discusses how CROs can work better with growth marketers. Topics include the perception of CROs by growth marketers, building trust, the worst test idea ever, and the importance of collaboration for lasting relationships in demand gen marketing.

Sam "The SEO Guy" and Shiva Manjunath discuss all things SEO and content in this episode of From A to B. Why is it that SEOs and CROs are fighting for resources... when in reality, they should be SHARING resources under a shared goal! In addition, they discuss things why page intent matters, and how CROs should be focused on this just as much as SEOs. Timestamps: 00:00 Show Kickoff 3:37 SEO and CRO Overlap 10:37 Search Intent and Page Purpose 18:10 Why Do SEOs and CROs Hate Eachother 24:15 Tips on SEO/CRO Collaborating 34:12 AI and SEO - Do They Play Nicely? Go check out everything Sam does on his website, (https://www.breakingb2b.com/) and go check out his podcast (https://open.spotify.com/show/1rJ7NqYMMsULgeIN9rjdG0)

Stewart 'The GOAT' Ehoff shares insights on the challenges of building CRO programs, from initial tests to scaling up. Topics include company culture, data infrastructure, trust in the program, and resource allocation. Discussions on removing roadblocks, building trust, and overcoming cultural barriers in experimentation. Insightful advice for CRO program growth and success.

Shiva hosts "Kingpin" Finn McKenty, a YouTuber with over 700,000 subscribers and 120 million views, to discuss the effective use of video in website optimization. Finn has extensive experience in product, but also knows how to geek it up with other CROers. Finn and Shiva discuss a number of topics, including how to track video success/quality on website, in addition to actually utilizing video properly. (00:00) Episode Start (5:35) What KPIs should we look at to determine video quality? (11:54) Video wrappers need to do a better job of 'setting expectations' to improve their success (19:11) Why can't B2B companies actually have fun in their marketing? (28:10) Shit You Need to Know (Saeed K. ) Go check out Finn's website here to get in contact with : https://www.finnmckenty.com/ And go check out Saeed K.'s post here: https://tinyurl.com/FromAtoBSaeed

Talia Wolf, an expert in experimentation and CRO, chats about the limitations of 'best practices' in CRO, challenges of personalization, and the importance of data-driven strategies. They discuss the value of tailoring optimization strategies, navigating the balance between best practices and personalization, and the significance of customer-driven approaches.

Shawn David, expert in bots and CRO, discusses the difference between AI and automation, red flags in AI CRO vendors, and how to use bots intelligently in CRO. He emphasizes the importance of human oversight in AI implementation and the need for efficient task management in experimentation.

In this episode, Shiva and Eden Bidani discuss copy. Is it important? Yes. Yes it is. But specifically, they discuss bad examples of copy, the importance of differentiation in copy, and avoiding ways to use buzzwords and improve on clarity within CRO / copywriting. Plus, Eden gives an example of using ChatGPT for copywriting which legitimately leaves Shiva speechless (not clickbait - legitimately happened). (00:00) Episode Start (01:50) Fun Examples of Bad Copy (07:13) The Role of Experimentation in Copy Optimization (18:35) The Emotional Impact of Copy (22:20) Eden Defends Her Stance of "Too Much Data Can Be Bad" (29:05) Shit You Need to Know (David Gerhardt) Go check out Eden on LinkedIn here:https://www.linkedin.com/in/edenbidani/ And go check out Dave's post here: https://tinyurl.com/FromAtoBDave

Exploring the balance between research and A/B testing, emphasizing the significance of understanding your audience and involving stakeholders in optimization efforts. Highlighting the importance of usability testing with older adults and website accessibility for diverse user demographics.