It's easy to slip into the mindset that you should test everything - especially when you sell A/B tests for a living. But there are plenty of improvements you don't need to test; you should just make …
Blog
Identifying the very few
Happy Memorial Day! (If you're in the US.) Let's celebrate the holiday with a brief optimization story from military history. Robert McNamara was a World War II veteran and John F. Kennedy's …
Hidden KPI: “Complex tests”
Yesterday we looked at how "looking busy" can be a Hidden KPI that undermines your testing program. There are more, of course, and one of the most inexplicably common ones is test …
Hidden KPI: “Looking busy”
Yesterday we looked at how Hidden KPIs can impact your team, testing program, and career. One of the most common examples is the unspoken expectation that everybody should always be doing ... lots of …
On the phenomenon of hidden KPIs
Hidden KPIs are the Key Performance Indicators that your organization uses to measure success ... without explicit acknowledgement. Your success depends on your ability to detect them, meet them, and …
When conversions are up, but engagement is down
We recently ran a homepage redesign test on a B2B lead generation site, and found a winner. Lead submissions were up (yay!) but engagement was down (wha?). How can this happen? (Engagement here is …
Continue Reading about When conversions are up, but engagement is down →