From A to B

Shiva Manjunath
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From A to B

Conversations with interesting people across the digital marketing spectrum about all things experimentation.

  1. Why Your Tests Are Getting Blocked ft. Gertrud Vahtra

    −2 D

    Why Your Tests Are Getting Blocked ft. Gertrud Vahtra

    Your tests keep on getting blocked. You're frustrated, shaking your fist at the screen, calling everyone a doo-doo head. We've all been there. It sucks. But on the heels of Gertrud Vahtra giving a talk at Experiment Nation on how to help getting alignment on testing by running workshops, I HAD to have her on the podcast to go deeper into this topic. We got into: - Are your test approval rates too high? Too low? What does that mean for your experimentation program? - How to appropriately redirect stakeholders to not disrupt current tests in-flight while also keeping them engaged in the process - Where being passive aggressive CAN be helpful (and Gertrud DEFINITELY approves of this, and Shiva isn't making it up) Timestamps: 00:00 Start of Episode 1:38 Shit You Need to Know: Gerda Vogt-Thomas 8:34 Is Lack of Business Alignment on CROs to Fix...? 14:00 How Do You Balance Many Stakeholders Without Having TOO Many "Cooks in the Kitchen" 20:51 Your CRO Program Management Lacks Meta-Data, Which Impacts Transparency and Trust in Your Program 27:53 Does Your "Idea to Experiment Run" Ratio Need Improvement...? 33:01 Establishing Clear "Drivers" Helps Reduce Blocking in Experimentation Approvals Go follow Gertrud Vahtra on LinkedIn (https://www.linkedin.com/in/gertrudvahtra/)! And check out her Experiment Nation talk too! (out soon) Also make sure you guys are following Gerda Vogt-Thomas on LinkedIn - link to her (super triggering) post here: https://tinyurl.com/FromAtoB-Gerda If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

    43 min
  2. Why Leadership Hates Experimentation ft. Nima Yassini

    9 OKT.

    Why Leadership Hates Experimentation ft. Nima Yassini

    Leadership KEEPS ON fighting you on running basic tests. They don't care about data. Your ideas "suck" (to them at least). We've all been there. I wanted to discuss this with someone who has BOTH experience in experimentation, BUT also talking the talk with senior leadership. Of course I had to talk to Nima "The Machine" Yassini. We got into: - What it is that leadership REALLY wants. And why CROs aren't necessarily delivering on that promise (primarily in messaging, not in actual body of work) - Why consultants are somehow more trustworthy than in-house experts (even if they're saying the same shit...) - Should experimentation really just be re-classified as 'research'? Timestamps: 00:00 Start of Episode 2:15 Common Reasons Why Leadership Hate Experimentation 7:01 Leadership (For Some Reason...) Values Consultants Over In-House Opinions 10:20 Experimentation Needs Cross-Functional Help - We Can't Do It Alone 15:50 Creating a "Culture of Experimentation" Should Equally Focus on "Culture" - Not Just "Experimentation" 21:00 Leadership's Drive for Impact (Inadvertently) Leads to Snakeoil / Lack of Experimentation 28:16 Messaging Matters in How You Communicate What We Do 35:49 Shit You Need to Know: Michal Eisik Go follow Nima Yassini on LinkedIn (https://www.linkedin.com/in/nimayassini/)! And check out this article he referenced in the podcast: https://tinyurl.com/FromAtoB-NimaArticle Also make sure you guys are following Michal Eisik on LinkedIn - link to her post here: https://tinyurl.com/FromAtoB-Michal If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

    43 min
  3. Addressing Burnout in CRO ft. André Morys

    25 SEP.

    Addressing Burnout in CRO ft. André Morys

    Are you burned out in your #CRO job? Many of us are. Or have been. Or continue to be. Or... will be in the future. André Morys (CEO and founder of konversionsKRAFT) and Shiva Manjunath discussed this topic in this episode. We got into: - Signs you may be burned out in your CRO career - André's thoughts on why CROs burn out more easily than in other jobs (and he's 100% right...) - Tactical ways to address the burnout you're having without fully quitting (though... quitting IS always an option) We also got into a pretty interesting debate around using AI users in research for this week's "Shit You Need to Know".... Timestamps: 00:00 Start of Episode 2:30 Signs You Might Be Burned Out In Your CRO Job (Or Career...) 8:51 André's Theory to Why CROs Burn Out More Than Others (...And He's Right) 15:14 CRO Is Objectively A Tough Industry to Be in 16:38 Other Major Reasons Why CROs Ultimately Get Burned Out 22:17 Your Burnout May Be More On "Dealing with Politics" Rather Than Actually CRO-Related 24:04 Tips on Dealing with Your Burnout 33:56 Shit You Need to Know: Kate Moran (Using "AI Research" - this one got a little spicy...) Go follow André Morys on LinkedIn (https://www.linkedin.com/in/andre-morys/)! And if any of y'all are feeling burnout, you are all free to DM either one of us so we can try to help y'all work through it. Also, consider signing up for Experiment Nation's (free) "CRO Therapy" talks, moderated by the OG certified home Tracy Laranjo. Also make sure you guys are following Kate Moran on LinkedIn - link to her post here: https://tinyurl.com/FromAtoB-Kate If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

    45 min
  4. Don't Be Afraid of Your First A/B Test ft. Kelly Wortham

    11 SEP.

    Don't Be Afraid of Your First A/B Test ft. Kelly Wortham

    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!

    46 min
  5. Is B2B CRO REALLY Different than B2C? ft. Carlos Trujillo

    28 AUG.

    Is B2B CRO REALLY Different than B2C? ft. Carlos Trujillo

    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!

    40 min
  6. Nailing Your CRO Interview ft. Ben Labay

    14 AUG.

    Nailing Your CRO Interview ft. Ben Labay

    Knowing the job market is hard as hell recently, Shiva Manjunath decided to enlist the help of Ben "The Zen" Labay, CEO at Speero, to help you nail that CRO interview. Ben Labay has a TON of experience hiring at Speero - he even hired Shiva at some point, which he quoted as "my best hire at Speero ever." They discussed a number of things, including: CROs should present as product owners, discuss the things you've shipped as much as possible, and demonstrate critical thinking as best as you can during the process of interviewing (especially in any CRO case studies you discuss). Even though we all hate Ben, we can't deny he says some smart things sometimes. Thankfully every smart thing he's ever said, I captured in this episode. Plus, if you listen to the whole episode, I drop an exclusive promo code for a hefty amount of $$$ off a ticket for EXL, courtesy of Ben. Disclaimer: I get no kickbacks or dollars for anyone who uses the code - I just want to meet as many certified homies at EXL! Timestamps: 00:00 Start of Episode 2:22 What Does a Hiring Manger Want to Learn About You in the Interview? 10:05 Don't Be Afraid to Ask About the Day-to-Day Responsibilities 15:57 Ben Describes the Differences Between A Players, B Players, and C Players 24:46 Tips For CROs to Explain Their Process to Hiring Managers 37:17 Listener Question : Trina Moitra Go follow Ben Labay on LinkedIn, and check out some awesome blueprints on the Speero website to learn more about experimentation things. Also make sure you guys are following Trina Moitra on LinkedIn - she's a certified homie!!! If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

    47 min
  7. Detecting Snakeoil in CRO ft. Slobodan Manić

    31 JULI

    Detecting Snakeoil in CRO ft. Slobodan Manić

    Slobodan "The Maniac" Manić joined Shiva to rap about snakeoil in CRO. From understanding the importance of process-focused methodologies, recognizing red flags in case studies, and emphasizing research over results, this episode equips you with the tools needed to avoid being deceived by CRO scams. This is important, because many times people will call themselves 'CROs' and, unfortunately, it ends up cheapening our reputation when bad faith actors use our name to peddle bullsh*t. Slobodan is the homie, and this was a banger podcast. Vibes were immaculate. Timestamps: 00:00 Start of Episode 2:27 What IS Snakeoil...? 5:14 Snakeoil in CRO Case Studies 8:39 Are "Guarantees" Bad? 11:48 Fixation on "Micro" vs "Macro" Metrics Can Be Problematic 21:35 Detecting Snakeoil in CRO Agencies 38:22 Shit You Should Know : Tim Mehta Go follow Slobodan on LinkedIn, and subscribe to his show at https://www.nohacks.show/ Also make sure you guys are following Tim Mehta on LinkedIn - he posts great content! If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured too!

    46 min
  8. UX Principles: Useful? Or Useless? ft. Erin Weigel

    17 JULI

    UX Principles: Useful? Or Useless? ft. Erin Weigel

    Erin "All She Does Is Win" Weigel joined Shiva to discuss UX principles / UX patterns, and how close they can be to supposed "best practices." Erin gave some pretty helpful tips on how to properly extrapolate UX patterns, and where they have downsides, but how you can still use them properly to optimize user experiences. Erin doesn't like playing by ANYBODY'S rules... so be forewarned. Vibes were immaculate in this one. Timestamps: 00:00 Start of Episode 7:25 "Patterns" Can Stifle Innovation In Many Cases 11:18 What is "Simple" Can Be Subjective 17:04 Erin Explains the Hierarchy of Evidence (And Why 'Best Practices' Are the Lowest Form of Quality) 27:34 Good UX Is Only Determined By Your Users (Not Anyone Else) 35:20 Shit You Should Know (Listener Question!): Sam Barber Go follow Erin on LinkedIn (https://www.linkedin.com/in/erindoesthings/ ) - and go buy her book (https://erindoesthings.com/design-for-impact/) If you have listener questions, submit them at https://tinyurl.com/askfromatob for a chance to be featured like the OG Certified Homie Sam Barber!

    44 min
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Conversations with interesting people across the digital marketing spectrum about all things experimentation.

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  • Skapad av
    Shiva Manjunath
  • Aktiva år
    2023 - 2024
  • Avsnitt
    43
  • Åldersgräns
    Vuxet innehåll
  • Copyright
    © Shiva Manjunath
  • Programmets webbplats
    From A to B

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