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From A to B episodes
- 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 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.
25 min - 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 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.
30 min - 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 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.
21 min - 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 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
Like what you hear? Subscribe. All the cool kids are doing it.
26 min - 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 a swipe file
16:50 LinkedIn post of the weekThe 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.
23 min - 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 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.26 min
About From A to B
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Conversations with interesting people across the digital marketing spectrum about all things experimentation.