Best Practices

A/B testing and optimization best practices from leading CRO experts.

What Marketers Can Learn From Slack’s CMO

Bill Macaitis

Slack is on fire. The company has record-setting growth metrics. It is adding $1 million dollars of ARR every 11 days. As of April 2015, over 750,000 people use the team messaging app daily. The entire story looks quite impressive on charts. And it looks equally impressive through the eyes of Bill Macaitis, Slack’s Chief Marketing Officer.

Marketers can learn a lot from Slack’s approach to marketing, especially their laser focus on creating the highest quality user experience possible — and measuring it. I’ll share a few lessons marketers can takeaway from Bill’s AMA.

6 Ways to Generate A/B Test Hypotheses

Fall leaves

The story of Phineas Gage is one you may have heard in a college neuroscience class. While setting a powder charge in a rock outcropping, Phineas’ tamping iron unexpectedly sparked. The explosion propelled the 3 ½-foot iron bar into Phineas’ head—in through his left cheek, through his frontal lobe behind his left eye, then out through the top of his skull. Somehow, he survived.

So why would I write about this topic on a blog about optimization? Well, today’s marketing and product professionals would be wise to incorporate the “Phineas Gage” persona into their optimization strategies because his post-accident behavior is shockingly similar to the that of the average web visitor.

User Testing: A Pillar of Great Experiments

If this temple in Agrigento Sicily island in Italy was an experiment, then user testing would be one of its pillars .

If you’re working on optimizing your conversion rate, chances are, you’ve already done some testing on your website. Maybe it’s A/B testing or multivariate testing, or maybe you’ve run a heat map or two. These are all tools available to you to deliver the best experience possible to your visitors. In this article we’re going to talk about another one, user testing: what it is, and how you can use it to come up with really good hypotheses for your experiments.

Why An Experiment Without A Hypothesis is Dead On Arrival

Experiments without hypothesis are dead on arrival

Imagine you set out on a road trip. You packed the car, made a playlist, and set out to drive 600 miles—but you don’t actually know where you’re headed. When you arrive at a destination, and it’s not at all what you imagined it would be.

Running an experiment without a hypothesis is like starting a road trip just for the sake of driving, without thinking about where you’re headed and why. You’ll inevitably end up somewhere, but there’s a chance you might not have gained anything from the experience.

In this post, we’ll show you how to craft great hypotheses, how they fit into your experiment planning, and what differentiates a strong hypothesis from a weak one.

5 Traits of Best-in-Class Optimization Teams


What are your best customers doing?

That is the #1 question I hear from customers on a day-to-day basis. How do others companies do optimization and testing? It’s a great question.

Based on thousands of interactions with Optimizely customers and four years of enterprise enablement, I can confidently point to five traits that all best-in-class optimization teams possess…

The Problem With A/B Testing Success Stories

Truth Torn Paper

Like many, I learned about the principles and practicalities of A/B testing from online articles and resources. From the time I was first introduced to split testing, I’ve made conversion optimization my full-time profession.

A year later, I noticed something alarming about the stories I was once so excited to read: success stories about A/B testing are bad for you.

Continue reading to learn why they’re bad, how to reverse their damage, and how to multiply the value of your tests without the help of success stories…

3 Tips To Increase Your PPC Click-Through Rate

click here gif

Click-through rate, or CTR, is one of the most important metrics you can measure in paid search. Today we’re going to look at why a high CTR is so important to your account, and I’ll explain how you can increase the CTR of your ads through A/B testing and 3 optimization techniques:

Targeting the right kinds of keywords
Writing more compelling, emotional ads
Testing your ads