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 CROs' exoskeletons'. Plus, what are some red flags in vendors who sell AI CRO, and how to suss out if their tools are legit, or shit.

(00:00) Episode Start

(04:39) Exploring the Limits and Potential of AI in CRO

(13:05) AI in CRO - What is Hype, What is Reality?

(20:27) Harnessing AI for Efficiency, Not Replacement

(34:07) Shit You Need to Know (Chad Sanderson)

Go check out Shawn's company here: https://automatetowin.com/

Go check out all the CRO best practices here: https://crobestpractices.com/

And go check out Chad Sanderson's post here: https://tinyurl.com/FromAtoBChad

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

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 in companies trying to improve on their site optimization when testing isn't available, due to cost, or traffic volume. Finally, they discuss in this weeks "Shit You Need to Know" section... usability testing with older adults, emphasizing the importance of accessibility and consideration for various user demographics in optimization strategies.

(00:00) Episode Start
(03:40) The Role of Research in A/B Testing
(07:13) The Importance of Understanding Your Audience
(12:38) The Role of Stakeholders in Testing
(24:23) Shit You Need to Know (Nielsen Norman Group)

Go find Els here: https://www.linkedin.com/in/elsaertsuserresearch/

This weeks "shit you need to know" comes courtesy of the Nielsen Norman Group - check out the link to their post here: https://tinyurl.com/FromAtoB-NN

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 have some drawbacks worth discussing, including subjectivity in scoring.

(00:00) Episode Start
(02:30) The Role of Effort in Prioritization
(03:01) The Need for Objectivity in Prioritization
(12:38) The Importance of Flexibility in Prioritization
(17:01) Using Prioritization Frameworks to Prove HiPPOs wrong
(20:37) Shit You Need to Know (Ben Labay)

This week's "Shit You Need to Know" comes courtesy of Ben Labay - check out his post here! http://tinyurl.com/FromAtoBBen

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 Social proof is... not good?

21:38 Optimizing for Users vs Pages

22:51 LinkedIn Post of the Week (Eden Bidani)

Check out Eden's post here!

http://tinyurl.com/FromAtoB-Eden

And check out David Mannheim's cool shit: Made with Intent (his company), "The person in Personalisation" (his book), and go follow him on LinkedIn!

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 want to start testing and experimenting with small changes without disrupting the entire website.

Juliana has some EXCELLENT tips for little ways you can test without breaking your site entirely, which is great for actually breaking into testing!

Timestamps:

00:00 Show Kickoff

01:57 Juliana's Professional Path

02:44 Understanding Experimentation

12:51 Tips on Running Smaller Scale Tests (without fucking up your site)

22:58 LinkedIn Post of the Week (Ryan Thomas)

This week's LinkedIn Post of the Week is brought to you by Ryan Thomas - check out his spicy post here: http://tinyurl.com/FromAtoB-RyanThomas

Be sure to follow Juliana and her dope podcast at Standard Deviation Podcast and her marketing blog at https://juliana-jackson.com/

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 how better to collaborate with them. Also her dog interrupts the show but we are ok with this because dogs are awesome.

Timestamps:

This week's LinkedIn Post of the Week is brought to you by the awesome Els Aerts. Check out her post here: http://tinyurl.com/FromAtoB-ElsAerts

And check out Erin doing things at https://erindoesthings.com/

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 you're getting paid fairly!

02:29 Discussing the Experimentation Salary Report
08:06 Job Title vs. Salary Satisfaction
19:13 Tips on Getting Your Bag
22:03 LinkedIn Post of the Week

This week's LinkedIn Post of the Week is brought to you by Avinash Kaushik (who actually coined the term HiPPO - fun fact). Check out his post here: https://tinyurl.com/FromAtoBAvinash

And check out the Experiment Nation Salary Report here: https://tinyurl.com/FromAtoB-EN-Salary

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 sleep at night.

In this episode, Tracy and Shiva discuss:

00:00 Intro

03:47 Legit vs. shit reasons to redesign your site

07:54 The first things you must do before a site redesign

18:50 The redesign went live... now what?

28:02 LinkedIn Post of the Week

Still freaking out about how to handle redesigns without losing your mind? See Tracy discuss this in the VWO Webinar "How to Survive a Redesign Fail": https://tinyurl.com/FromAtoBVWOTracy

The LinkedIn post of the week is from Kyle Hearnshaw: https://tinyurl.com/FromAtoBKyle

Like what you hear? Subscribe. All the 4D chess masters are doing it.

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 would do to survive

09:11 Experimentation and data weapons for survival

18:29 The verdict: Do CROs survive the zombie apocalypse?

21:15 Guess the most (and least) popular Halloween candy with us

Like what you hear? Subscribe. All the cool zombies are doing it.