We solemnly promise that each bit of content you read here
is thoughtfully curated or crafted by a human, for a human. We spend hundreds of hours every month speaking to experts with decades of experience. Our blogs are more a journalistic report on the state of experimentation than a single perspective article. Enjoy!
Why Most Analytics Projects Miss the Mark Most analytics projects fail from inception because everyone is always “running to optimization”, but no one stops to ask and think critically about, “What are we trying to solve for?” Ok, there are clearly companies that ask “why” (maybe even the 5...
A/B Testing is an experiment that compares two or more versions of a specific marketing asset to determine the best performer.
Optimizely helped define enterprise experimentation. But in 2026, it’s no longer the obvious choice for an A/B testing tool. It’s a sophisticated tool that’s overkill for many businesses, packed with unused features and high costs that are hard to justify. If you’re looking for a faster, leaner, or more...
Interview with Mike Fawcett There’s the experimentation everyone talks about. And then there’s how it actually happens. We’re hunting for signals in the noise to bring you conversations with people who live in the data. The ones who obsess over test design and know how to get buy-in when...
For years, CRO and SEO teams have worked in parallel—but rarely in sync. One drives visibility. The other drives results. And when they operate in silos, the handoff between driving traffic and sparking specific action is full of friction. If you’re leading experimentation or optimization strategies, you’ve likely felt...
A step-by-step guide to experimenting with shipping costs Shipping thresholds are one of the most underrated yet powerful levers in eCommerce. Set them too low, and you bleed margin. Set them too high, and you risk abandoned carts. So, how do you know when it’s time to test… and...
