From A to B

We'll put money on the fact that you've had your fair share of decision-makers who couldn't care less about user research. You know research is important. But how do you get THEM to see the light? In this episode, Tracy and Shiva discuss: 00:00 Intro 01:51 Signs leadership doesn't care about research 04:55 WHY research fails to get taken seriously 10:27 The consequences of ignoring research 13:36 What to do about research-allergic leaders 22:32 LinkedIn Post of the Week The LinkedIn post of the week is from Nima Yassini: https://tinyurl.com/FromAtoBNima Like what you hear? Subscribe. All the fed-up user researchers are doing it. A special shoutout to these folks who shared their tell-tale signs that leadership doesn't take research seriously: Anthony Wallace Melanie Kyrklund Simon Girardin Els Aerts

Discussion on the slow nature of experimentation and the benefits of going slow in the right direction. Debates on speed versus following instructions using Ikea furniture as an example. The importance of patience in experimentation and avoiding premature endings. Different perspectives on experimentation and signs of 'bullshit management'. Emphasis on providing value and learning through experimentation.

Learn about the drawbacks of spaghetti testing and the significance of iterative testing. Understand the importance of research and acting on findings. Discover tips for recognizing spaghetti testing and the value of practice. Explore the challenges of being data-driven and the need for customized research. Emphasize the importance of specialization in conversion optimization and listening to the voice of the customer.

Juliana Jackson, technical marketing and analytics extraordinaire, explores the question of whether gender segmentation in marketing is sexist. The episode discusses the concept of segmentation, the complexity of humans and labels, representation in marketing, and how to be a better marketer. They also share a LinkedIn post of the week and shoutout a community promoting inclusivity.

Nobody wants to work (shitty jobs) anymore! We think that's pretty great. In this episode, Tracy and Shiva help you spot a crappy CRO/experimentation job by learning from our many job-hunting mistakes. We cover: 00:00 Intro 02:42 Job hunting kind of sucks 05:11 Red flags in the job description 13:22 Red flags in the interview 21:21 Wrapping it up all 24:08 LinkedIn Post of the Week The LinkedIn post of the week is from Ruben De Boer: https://tinyurl.com/FromAtoBRubenDB Find some additional support for your job hunt with these resources: Experiment Nation CRO Salary Report: https://tinyurl.com/FromAtoB-ENsalaryreport More red flags shared by the community: https://tinyurl.com/FromAtoB-Redflags Like what you hear? Subscribe. Even the people who live under a rock are doing it.

Shiva started drama on LinkedIn the other day in a (seemingly innocuous) post arguing that "bug fixes are not experimentation". Let's just say the comments got lit and we want to talk about it. In this episode, Tracy and Shiva explore: 00:00 Intro 02:45 The LinkedIn drama that started it all 03:56 Differentiating bugs vs. bad UX 06:08 Why most of us don't have the luxury of testing bugs 13:37 Why WOULD you test a bug fix? 19:25 LinkedIn Post of the Week The LinkedIn post of the week is from Daphne Tideman: https://tinyurl.com/FromAtoBDaphne Like what you hear? Subscribe. All the people who have colds right now are doing it.

You just started a new testing program and the execs expect wins NOW (well, they expected results before your first day, but will settle for now). Where do you go from here? In this episode, Tracy plays the 'devil's advocate' in a new segment (we're beta testing...), where one of us is forced to steelman the opposite position. In this case, Tracy (fantastically) played the annoying, win-obsessed exec. In less than 30 minutes we cover: 00:00 Intro 03:41 Learnings don't pay the bills, right? 06:29 Won't testing-to-learn take a while to get results? 08:02 My buddy says this hack made them millions 09:23 Are learnings a scam to distract me from crap results? 16:33 Putting it all together 22:02 LinkedIn Post of the Week The LinkedIn post of the week is from Carlos Trujillo: https://tinyurl.com/FromAtoBCarlos Like what you hear? Subscribe. Even the executive who wanted a win yesterday has done it.

What do websites and toilet paper have in common? You can tear them down and sometimes those teardowns are full of shite. In this episode, Tracy and Shiva discuss: 00:00 Intro 03:28 What's a website teardown? 05:23 Why do marketers love teardowns so much? 07:28 How teardowns can be kinda bullshit 10:56 How to use a teardown responsibly 17:27 The verdict: Awesome or overrated? 19:20 LinkedIn Post of the Week The LinkedIn post of the week is from Gerda Vogt-Thomas: https://tinyurl.com/FromAtoBGerda Like what you hear? Subscribe. Apparently a bunch of people in the Netherlands are doing it and now we're ranked #11 in the marketing category.

Perverse incentives in experimentation can lead to cherry-picking results and ignoring long-term effects. The podcast discusses the impact of these incentives in conversion rate optimization (CRO) and the pitfalls of working with bad CRO agencies or consultants.

Every experimenter has wondered the same thing at some point: "Should I work at an agency or go in-house?" Good thing we've roughed it out in both environments so you don't have to. In this episode, Tracy and Shiva discuss: 00:00 Intro 04:18 Should you work agency or in-house first? 05:24 Pros and cons of working in agency vs. in-house environments 16:48 When contracting may be your best bet 19:10 Shiva derails the conversation with more pros and cons 24:19 LinkedIn Post of the Week The LinkedIn post of the week is from Will Nitze: https://tinyurl.com/FromAtoBWill Like what you hear? Subscribe. All the HiPPOs are doing it. Just kidding, they aren't.