From A to B

From A to B episodes:

• 06.19.2024

  Are CROs Just Growth Marketers? ft. Tara Robertson

  Are CROs secretly just growth marketers? Maybe... but how do they work better with growth marketers? Shiva decided to understand this better by talking to marketing expert, and head of Demand Gen at Chili Piper, Tara "Ice Spice" Robertson. In...

  
• 06.05.2024

  Are SEOs and CROs Mortal Enemies? ft. Sam "The SEO Guy" Dunning

  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...

  
• 05.22.2024

  Scaling Low Maturity CRO Programs ft. Stewart “The GOAT” Ehoff

  In this episode of 'From A to B,' Shiva Manjunath and Stewart “The GOAT” Ehoff discuss how hard as hell it is to build CRO programs from scratch. They delve into the challenges faced by organizations at various stages, from...

  
• 05.08.2024

  CROs Aren't Using Video Content Effectively ft. Finn McKenty

  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...

  
• 04.24.2024

  Are "Best Practices" In CRO Worth it? ft. Talia Wolf

  Are "best practices" in experimentation and CRO overrated? Or is there a legitimate use case for them? Talia "The wolf" Wolf and Shiva Manjunath discuss where 'best practices' fail, but also where can perhaps 'good' practices be utilized properly. In...

  
• 04.10.2024

  Where to Automate in CRO ft. Shawn David

  Shawn "The Brawn" David joins Shiva to discuss all things bots in CRO and Experimentation. Specifically, what exactly is the difference between AI and Automation, what is exaggerated in AI/CRO, and where can we intelligently use the bots to give...

  
• 03.27.2024

  Is Copy Important to the CRO Process? ft. Eden Bidani

  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...

  
• 03.13.2024

  Where Does Research Fit into A/B Testing? ft. Els Aerts

  In this episode of From A to B, Shiva and Els "Bells" Aerts explore the balance between conducting research and running A/B tests in optimization efforts. Not everything SHOULD be tested, and in fact, research can play a critical role...

  
• 02.28.2024

  Are Prioritization Frameworks Overrated? ft. Bhav Patel

  In the episode, Shiva and Bhavik "The Sick" Patel discuss prioritization frameworks. Theoretically, they are a fantastic mechanism for ensuring you have a testing program which focuses on high ROI tests - especially when resources are limited. However, they do...

  
• 02.14.2024

  You're Doing Personalization Wrong ft. David Mannheim

  In this episode, Shiva has David 'Zedd' Mannheim to discuss personalization, and how 'stages' (user's intent) is more important than optimizing for pages on your website. Plus, David has a spicy take on "social proof" ... 00:00 Introduction 02:08 Concept of 'Stages not Pages' 10:38...

  
• 01.31.2024

  How to Break into CRO ft. Juliana Jackson

  In this episode, Shiva and Juliana discuss how to break into the field of experimentation, the importance of understanding experimentation principles, and the value of critical thinking in the process. They also share tips for product owners and engineers who...

  
• 01.17.2024

  Make Designers Give a Shit about CRO ft. Erin Weigel

  In this episode, Shiva and Erin "All She Does Is Win" Weigel discuss different kinds of designers (Designers vs designers... apparently there is a difference), and gives you a glimpse into the mindset of a designer so you can understand...

  
• 01.03.2024

  Get Your CRO Bag (Get Paid) ft. Rommil Santiago

  In this episode, Shiva and Rommil "The Thrill' Santiago dive deep into the state of salaries based on the latest report coming out of Experiment Nation, in addition to giving y'all some ideas and thoughts on how to make sure...

  
• 11.01.2023

  Site Redesigns Suck. Here's How to Survive One

  Website redesigns are the literal worst. They'll happen whether you like it or not, and chances are you still have to clean up the mess if/when they go wrong. Here's how to prepare for (and test) a redesign and still...

  
• 10.18.2023

  Can Optimizers Survive a Zombie Apocalypse?

  This spooky season we ask one question literally nobody has asked before: Can your CRO skillsets save you from a zombie apocalypse? In this episode, Tracy and Shiva discuss: 00:00 Intro 01:41 Can CROs survive the zombie apocalypse? 03:13 The first things a CRO...

  
• 10.11.2023

  We Beg You: Don't Copy Competitors, Watch Them

  Browse your LinkedIn feed for 10 minutes and we guarantee you'll find advice encouraging you to copy so-and-so's website. Because if they're doing something, it must work... right? Not quite. In this episode, Tracy and Shiva discuss: 00:00 Intro 04:05 What's the harm...

  
• 10.04.2023

  Am I Working With a CRO Client From Hell?

  Working with clients can be a rollercoaster ride, but what happens when you find yourself strapped in with a nightmare client? We'll relive the trauma and give you things to think about, so (hopefully) you don't have to. In this...

  
• 09.27.2023

  Social Proof - Awesome or Overrated?

  Reviews, ratings, testimonials, user-generated content... we've seen ENOUGH already! We've all been told in Marketing 101 that you NEED social proof. When does it become overkill in your digital marketing program though? In this episode, Tracy and Shiva discuss: 00:00 Intro 02:20 Social proof...

  
• 09.20.2023

  HELP! How Do I Make Leaders Give a Shit About Research?

  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...

  
• 09.13.2023

  People Think Experimentation Is Slow - Do They Have a Point?

  Experimentation is slow. It's what people keep telling us. And you know what? They kind of have a point. Isn't it better to go 'slow' in the right direction (in the short term) instead of fast in the wrong direction,...

  
• 09.06.2023

  Mamma Mia! Stop Spaghetti Testing, Start Iterating

  9/10 pasta makers agree on this one simple fact.* Throwing shit at the wall is fine at a food fight, but a no-no in your testing program. The cure? Iterative testing. It's like a pressure washer for your wall, cleaning...

  
• 08.30.2023

  For Real, Is Gender Segmentation Sexist?

  Technical marketing and analytics extraordinaire Juliana Jackson has seen a lot of shitty marketing. She joins us to explore a big question with some surprising answers: Is segmenting your audience by gender sexist? In this episode, Tracy and Juliana discuss: 00:00 Intro 05:03...

  
• 08.23.2023

  Smash or Pass? Red Flags in Your CRO Job Hunt

  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...

  
• 08.16.2023

  The Case for Not Testing Bug Fixes

  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...

  
• 08.09.2023

  The Win-or-Learn Dilemma in CRO - Devil’s Advocate

  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...

  
• 08.02.2023

  Website Teardowns - Awesome? Or Overrated?

  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...

  
• 07.26.2023

  CRO Dun Goofed - When Perverse Incentives Strike

  You're doing it wrong... but it may not be entirely your fault? Perverse incentives in experimentation can lead to cherry-picking results, running 2-day tests, and ignoring long-term effects. If you do this purposefully though, you're ruining experimentation for everyone and...

  
• 07.19.2023

  You In or Out!?! Should You Optimize In-House or Agency-Side?

  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...

  
• 07.12.2023

  Bad Hypotheses Are Killing Your Experimentation Program

  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...

  
• 07.05.2023

  Why Freaking Out Won't Help with Google Optimize's Sunset

  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...

  
• 06.28.2023

  Cap or No Cap - Is Amazon Using Dark Patterns?

  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...

  
• 06.21.2023

  Hungry Hungry HiPPOs... But What Are They Hungry For?

  Love 'em or hate 'em, the highest paid person's opinion (HiPPO) is here to stay. The question is... do all HiPPOs suck? In this episode, Tracy and Shiva discuss: (2:59) What's a HiPPO? (4:50) Is a HiPPO always a bad thing? (9:16) Working with...

  
• 06.14.2023

  Swipe Files - Worthwhile? Or Worthless?

  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 Intro 03:27 What are swipe files? 04:33 Can swipe files replace ideation? 05:45 How you should (and shouldn't) use...

  
• 05.28.2023

  Are Multi-Armed Bandits the Next Thing to "Kill CRO" ?

  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...