An Interview with an Optimizer at Princess Cruises


Princess Cruises takes optimization seriously. The cruise line, part of the Carnival Corporation, has a team dedicated to A/B testing and optimization of the shopping and booking experience on In this interview we talk with E-Commerce Project Manager, Abel Ramos about how test ideas can come from anywhere (even cruise guests), why patience is vital for optimization, what he’s excited to share as a speaker at Opticon 2015 and more.

A/B Testing for Validation, Not Conversions


As a strategic optimization consultant, it’s my job to help companies generate A/B test ideas that will either increase conversion rates or help answer questions. Sometimes, when I offer a test idea, I hear this reply: “We can’t test that because it would require too much work on our backend,” or “We would never design our page like this variation so we won’t test it.”

My response: still test it.

How USA Today Can Increase Pageviews on Free Content with A/B Testing


For media sites like USA Today that don’t require a paying subscription, the challenge is to find ways to make it as easy and compelling as possible to spend more time on the site because engagement (e.g. pageviews) is the key to driving higher revenue. Increased site engagement is the key to driving higher revenue through ad impressions.
There are a few key places publishers with free content, such as, can test to increase pageviews. Let’s dive in.

25 Ways A/B Testing Can Optimize The Wall Street Journal’s Paywall


The Wall Street Journal is a well-known example of an online publisher who uses the pay-for-content approach—one of the business models publishers use today to drive revenue online. If you go to and quickly scan the top half of the homepage, you’ll see that substantially more than half of their primary articles require a paid subscription to read (as indicated by the key symbol). Here are 25 ideas for A/B tests they can run across two pages to increase subscriptions.

What Candy Land Can Teach You About Optimizing Mobile


Remember the board game Candy Land? Sweet-toothed contestants traveled down a path of colored squares on their quest to reach the Candy Castle. If you were lucky, you landed on the Gumdrop Pass or Rainbow Trail – shortcuts that helped you bypass your opponents to reach the finish that much faster.  Draw the wrong card, […]

Avoid Sidewalk Catastrophes: Optimize Your Mobile Website

Mobile versions of, and

Trips, falls, and head-on collisions. These days, a quick stroll down the street is an accident waiting to happen. It’s easy to point fingers at uneven pavement, crazed skateboarders, or fanny-packed tourists, but the truth of the matter is clear: smartphones are the culprit. Young, old, commuter, tourist, sometimes even bikers (yikes!) – everyone is […]