Published in The Startup·PinnedHow Simpson’s Paradox Could Impact A/B TestsSimpson’s paradox occurs when we observe a certain trend in the aggregate data but not in the underlying segments that comprise the data. In the A/B testing domain, Simpson’s Paradox can occur when the overall mean conversion rate and/ or average order value of the experiences tested point to a…A B Testing5 min read
Jul 19, 2021Experimentation Culture Awards 2021: LearningsI am a big fan of the Experimentation Culture Awards, so imagine my excitement when I was invited to be on the jury! Here are my learnings. For those who don’t know what Experimentation Culture Awards (ECA) is, the awards started in 2020 as an event to promote a culture…Experimentation5 min read
Published in UX Planet·May 24, 2021Experimentation & the snowball effectWhat does driving social change and experimentation have in common? And what can we learn from this field to drive experimentation culture at organizations? — Much has been written about building a culture of experimentation, including one of my previous posts on how to create experimentation as a habit. I was recently listening to one of my favorite podcasts, Hidden Brain by Shankar Vedantam, a social scientist. …Experimentation5 min read
Published in UX Planet·Mar 22, 2021Using Experimentation for Refining your Product BacklogI have been exploring how experimenters* work in and with product teams. Towards that end, my last post sought to demystify Scrum, especially its three pillars of transparency, inspection, and adaptation and covered how experimenters can align their processes with Scrum events and artifacts. …Conversion Optimization3 min read
Mar 5, 2021An Experimenter’s Guide to SCRUMThis post covers some Scrum vocabulary and processes that product teams use and how they align with the process experimenters’ use. Let’s start with a basic question — why do experimenters need to understand Scrum? Experimenters need to understand Scrum because a large number of organizations are using Agile &…A B Testing4 min read
Feb 14, 2021The Weekly BuzzesThe Weekly Buzz has gone through a few iterations already in true experimentation spirit — not really backed by data yet, but we’ll get there. …A B Testing2 min read
Jan 20, 2021The Weekly BuzzHere’s the latest Weekly Buzz. Watch the video for key takeaways. Links below.Experimentation1 min readThe Weekly Buzz — Experimentation/ CRO/ Conversion Optimization NewsThe Weekly Buzz----
Jan 13, 2021The Weekly Buzz: Marketing ROI, SEO-CRO dance, HiPPOs, breaking conventions & evolvingIn case you are wondering what this is all about, read my previous post introducing The Weekly Buzz and what to expect. And now without further ado, here’s the latest installment of The Weekly Buzz. Scroll down to the video for key takeaways. Want to know which half of your…Marketing1 min read
Jan 6, 2021Introducing The Weekly BuzzWhile I took a break from writing in the last few weeks, I didn’t take a break from creating experimentation focused content. In December, I began collaborating with Experiment Nation. …A B Testing2 min read
Dec 4, 2020CXL Institute’s Conversion Optimization Mini-degree ReviewI got my Conversion Optimization certification from CXL Institute about two weeks back. And pursuing this course has been quite a journey for me with a lot happening alongside — dealing with the layoff, supporting my daughter’s online schooling, starting this blog and starting off as a freelance consultant. So…Conversion Optimization5 min read