You might be writing crappy hypotheses. Guess what - it's killing your experimentation program. It's time to reverse the curse. In this episode, Tracy and Shiva discuss: 00:00 Intro 03:15 Hypotheses defined 03:50 What crappy hypotheses look like and why they happen 06:08 Incorporating research in your hypothesis 17:42 The anatomy of a strong hypothesis 18:42 LinkedIn Post of the Week The LinkedIn post of the week is from Michal Eisikowitz: https://tinyurl.com/FromAtoBMichal Like what you hear? Subscribe. Even your therapist is doing it.

Google Optimize, once a blessing for newbie optimizers, will cease to exist in September. Is this such a bad thing though? In this episode, Tracy and Shiva discuss: 00:00 Intro 04:03 Is the GO sunset panic justified? 08:36 Were Optimize features a stand-in for proper resources? 15:09 Considerations for your next testing tool 21:10 LinkedIn Post of the Week The LinkedIn post of the week is from Jonny Longden: https://tinyurl.com/FromAtoBJonny In this episode we mention Analytics Toolkit. Find it here: https://tinyurl.com/FromAtoBToolkit Like what you hear? Subscribe. All the hydro homies are doing it.

Amazon's in hot water with the FTC for *alleged* use of dark patterns. What really happened and what can experimenters learn from this? In this episode, Tracy and Shiva discuss: 00:00 Intro 04:05 Why Amazon is being sued by the FTC 04:46 Dark patterns vs. persuasive design 06:55 Do we think Amazon used dark patterns in their subscription cancellation process? 15:08 LinkedIn post of the week The LinkedIn post of the week is from Emma Travis: https://tinyurl.com/FromAtoBEmma In this episode we mention Kill Your Conversion Killers, a book by Joris Bryon. Find it for free here: https://tinyurl.com/FromAtoBJoris Like what you hear? Subscribe. All the rizz gods are doing it.

Siobhan Solberg, known for her insightful LinkedIn posts, joins the discussion about the 'highest paid person's opinion' (HiPPO). They dive into whether HiPPOs are always detrimental or if they can be beneficial. The conversation takes a light-hearted turn with amusing anecdotes about sex toy brands while tackling the balance between experience and data in decision-making. They also rant about organizations resisting crucial updates like GA4, and share humorous takes on procrastination and the importance of accountability in professional settings.

Marketers looove swipe files, but we don't think enough people are talking about the limitations with using them. In this episode, Tracy and Shiva discuss: 00:00 Intro03:27 What are swipe files?04:33 Can swipe files replace ideation?05:45 How you should (and shouldn't) use a swipe file16:50 LinkedIn post of the week The LinkedIn post of the week is from Juliana Jackson: https://tinyurl.com/FromAtoBJuliana Like what you hear? Subscribe. All the cool kids are doing it.

Many are talking about multi-armed bandits (MAB) killing CRO - is there truth to that? The answer: it depends! In this episode, Tracy and Shiva discuss: 00:00 Intro 03:04 What are MABs? 04:45 Are MABs “real” tests? 06:23 Why do people find MABs so sexy? 09:15 When you should (and shouldn’t) run a MAB 13:58 How to validate your MAB results 16:41 LinkedIn post of the week The LinkedIn post of the week is from Ryan Lucht: https://tinyurl.com/FromAtoBRyan Like what you hear? Subscribe. All the cool kids are doing it.