From A to B – Détails, épisodes et analyse

Terrified of running your first A/B test? We've all been there. While it may be super intimidating... you CAN do it! And we're here to help! Shiva Manjunath and Kelly "The TLC" Wortham. recorded an episode to help you reduce that anxiety of running your first test.

We got into: - Asking the CRO community their first A/B tests - Things to not care about in your first A/B test - Some easy, and quick, A/B tests for you to run as your first

We also got into some interesting debate around using ROI calculations to calculate revenue for A/B tests in the "Shit You Need to Know" section...

Timestamps:

00:00 Start of Episode
1:42 Kelly's First Ever A/B Test
3:51 The CRO Community's First A/B Tests
9:34 CROs are Addicts... For Test Results
15:00 Shiva Gives Bad Advice for CROs
20:53 Things Which Are Important for Your First A/B Test (With Some Ideas to Run Your First Test)
35:07 Shit You Need to Know: Calculating ROI for Tests Results (this one got a little spicy... ;)

Go follow Kelly Wortham on LinkedIn (https://www.linkedin.com/in/kellywortham/), and go sign up for the TLC community - it's free, and SUPER fun. (https://testandlearn.community/). And go check out Experimentation Island, a conference on experimentation in February 2024 (https://experimentationisland.com/)

Also make sure you guys are following MJ Smith on LinkedIn - link to her post here: https://tinyurl.com/MJ-FromAtoB

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

How should optimizers approach experimentation in B2B vs. B2C? Is it truly that different, where it's a skillset that is specialized? Or is there a standard process that can be adopted across both.... with SOME nuance, but really you can be an expert in both at the same time.

Shiva Manjunath enlisted the help of Carlos "The Selfie King" Trujillo, who JUST taught a course on CRO for Ecommerce Growth, to discuss this. We netted out basically saying "there aren't any major differences in process." However, there are some nuances worth exploring which can strengthen how you approach B2B vs B2C in CRO, specifically around psychology of users, differences in metrics (and test success), and research methods used.

If you listen to the whole episode, I drop an exclusive promo code for a hefty amount of $$$ off a ticket for EXL. (Disclaimer: I get no kickbacks or dollars for anyone who uses the code - I just want to meet as many certified homies at EXL! Plus, if you come, you can get a selfie with the selfie king himself!)

Timestamps:

00:00 Start of Episode
2:55 Exploration of Process for B2B vs B2C
11:32 One Major Difference in CRO for B2B v s B2C
16:06 The Definition of "CRO" Is Important to the Conversation
20:34 Solutions for Problems May Be The Differentiation
29:29 Listener Question : James Carbary (plus other discussion related to CRO in B2B vs B2C)

Go follow Carlos Trujillo on Linkedin, and check out his course taught at CXL (https://cxl.com/institute/online-course/cro-for-ecommerce/)

Also make sure you guys are following James Carbary on LinkedIn - link to his post here: https://tinyurl.com/JamesAtoB

If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

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 addition, are 'best practices' going the opposite direction of 'personalization'?

This episode was a banger.

(00:00) Episode Start

(2:45) What IS a "best practice"?

(8:40) Why do "best practices" exist?

(13:04) Are 'Shopify templates' just 'best practices'? Are they even valuable?

(23:15) Are 'best practices' anti-personalization?

(28:33) Shit You Need to Know (Moe Ali)

Go check out Talia's company here: https://getuplift.co/

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

And go check out Moe Ali's post here: https://tinyurl.com/FromAtoBMoe

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:

00:00 Show Kickoff
02:39 Understanding designer's Mindset
11:01 What makes a designer tick?
12:44 Erin's dog disrupts the show
21:42 How to work with a bad designer
24:54 LinkedIn Post of the Week (Els Aerts)

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/