From A to B Shiva Manjunath

Shiva hosts "Kingpin" Finn McKenty, a YouTuber with over 700,000 subscribers and 120 million views, to discuss the effective use of video in website optimization. Finn has extensive experience in product, but also knows how to geek it up with other CROers. Finn and Shiva discuss a number of topics, including how to track video success/quality on website, in addition to actually utilizing video properly.





(00:00) Episode Start



(5:35) What KPIs should we look at to determine video quality?

(11:54) Video wrappers need to do a better job of 'setting expectations' to improve their success

(19:11) Why can't B2B companies actually have fun in their marketing?

(28:10) Shit You Need to Know (Saeed K. )





Go check out Finn's website here to get in contact with : https://www.finnmckenty.com/





And go check out Saeed K.'s post here:
https://tinyurl.com/FromAtoBSaeed

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