From A to B

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.

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.