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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!
Some A/B tests are doomed before the first conversion rolls in. If your traffic split is off, even slightly, your results might look clean while quietly misleading you. That’s Sample Ratio Mismatch: when test variants don’t get the exposure they’re supposed to, and the assumptions behind your stats fall apart....
Too often, teams gather UX research, analyze it, and then shelve it before it drives change. Their interviews, heatmaps, and tests produce insights but rarely evolve into experiments that move metrics. That disconnect isn’t just inefficient. It’s expensive. Great UX research should guide hypotheses, sharpen test design, and accelerate learning—without...
Is this our future? Not only are we as individuals becoming more reliant on AI, but we're also seeing numerous AI Agents coming online. AI Agents are entire workflows and "teams" of AI working together to bring us content, provide customer "support", manage our medical reports, and more. A recent...
Cart abandonment sits above 70%. That’s a massive revenue drain. And while marketers obsess over product pages and ad funnels, many ignore the final stretch: checkout. Yet this is where the money’s made or lost. A clunky checkout experience can undo all your earlier conversion wins. Worse, it can cause...
There’s little worse than when your company loses trust in its data. To be clear, it’s rarely the data itself that’s the problem, but rather the people and processes around it, since raw data is rarely the “end product”. Accuracy doesn’t exist with marketing data, and it never will. Accuracy...
Test a button color. Change a headline. Call it progress. CRO used to mean small tweaks for quick wins. But in 2026, that approach no longer works. Users are more aware of how their data is collected. AI has flooded the web with generic content, clickbait funnels, and automated ads....
