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

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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

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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

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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

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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 great (and not-so-great) HiPPOs

(18:05) LinkedIn post of the week

The LinkedIn post of the week is from Siobhan Solberg: https://tinyurl.com/FromAtoBSiobhan

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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 a swipe file
16:50 LinkedIn post of the week

The LinkedIn post of the week is from Juliana Jackson: https://tinyurl.com/FromAtoBJuliana

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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:

The LinkedIn post of the week is from Ryan Lucht: https://tinyurl.com/FromAtoBRyan

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