Shows
From A to BRun Heuristic Audits on YOUR Stakeholders ft. Finn McKentyProblematic stakeholders could be convinced if they... just got data. Right? Nope. Sometimes it's deeper than that. You gotta understand what makes them tick. Is it data? Is it optics? Maybe you should be running heuristic audits on your stakeholders instead of your website...In the second time EVER, someone else has changed my mind on something. Leave it to "Kingpin" Finn McKenty, who's apparently gone from Punk Rock MBA to Finn McKenty PhD, to change my mind.We got into:- How YouTubers...2025-06-1853 min
From A to BCookies, GDPR, and More... Simplified! ft. Eddie AguilarDo you REALLY know what cookies are? Like really, REALLY know? What about GDPR? What about PII?I know the words. But what do they REALLY mean? I enlisted the help of Eddie "The Techie" Aguilar to help me simplify some of these complex topics, and help me create meaningful next steps on how to address PII concerns and other marketing-related issues in data collection. We got into:- Simplified definitions of cookies, data collection, GDPR, etc. (I'm stupid and like hearing things simplified from smart...2025-06-0448 min
From A to BHow To Stand Out On Templated Websites ft. Linda BustosIt happens rarely, but somehow Linda was able to change Shiva's mind this podcast. And we got it ON THE RECORD. What did she change his mind on? Linda "The Winna" Bustos brought some compelling conversation to the fact that company CAN differentiate in 'cookie cutter' websites (e.g. Shopify) in really, really creative ways. We got into: - The importance of copy when you're using a generic 'cookie cutter site' (e.g. Shopify templates)- Letting your brand shine through to help you differentiate (including some hilarious examples of...2025-05-2144 min
From A to BWhat Are We Getting Wrong About UX? ft. Kate MoranDo product/CRO people REALLY know well? There may be some Dunning Kruger happening, and maybe we really don't get why they keep complaining about our initiatives. Spoiler: Many times, they have a VERY legitimate point! Who better than the freaking VP of Nielsen Norman Group "Checkmate" Kate Moran to come dish all the things we're getting wrong about UX, and how to better work together. We got into: - What product teams/CRO can learn from UX, and vice versa...2025-05-0749 min
From A to BTips for Introverts Attending In-Person Conferences ft. André MorysHow many of y'all feel a bit nervous about going to in-person conferences / networking events? André Morys and I have been there before. Would you believe that "Sensei" André is actually an introvert?! Could've fooled me 👀I wanted to get feedback from someone who RUNS conferences to figure out what tips and tricks we can utilize to get the most out of in-person events, ESPECIALLY coming from two people who are actually pretty introverted (if you can believe it...)We got into: - Tips for introverts to "get o...2025-04-2359 min
From A to BThe Impact Leadership Has In The Growth of Experimentation ft. Lukas VermeerWhat REALLY is the impact of leadership in growing an experimentation? And is "stable leadership" something which may actually be messing up your ability to grow your program?This was something I wanted to enlist the thoughts from the "Taco King" himself, Lukas Vermeer. We went into some great thoughts and conversations around building trust, being perceived as a credible person to help you grow your experimentation program, and other important things related to leadership and experimentation. We got into: - How Lukas REALLY built anti-fragile experimentation...2025-04-0957 min
From A to BTips on Running a Solo CRO Program ft. Erika Sentz"Running a Solo CRO program is easy"- No one ever, in the history of the world Erika Sentz (nicknamed "pancakes" for a very good reason...) and Shiva Manjunath have seen their fair share of Solo CRO programs, and wanted to go into tangible tips and tricks you can take away to action TODAY to help you have less stress and get more done as the only person managing that program. We got into: - The importance of building and maintaining relationships as you scale...2025-03-2647 min
From A to BAddressing Legitimate Pushback to Experimentation ft. Ton WesselingDo people have legitimate pushback to A/B testing? I mean, some don't. They just hate being proven wrong. But there are others who DO have legitimate pushback. How do we address this?Ton "The Don" Wesseling offered a ton of helpful thoughts on how we could actually push back on "logical" (but incorrect) reasons why people don't want to A/B test.We got into: - Pushing back on "not all tests win" without sounding like an asshole- Pick your battles wisely, and...2025-03-1246 min
From A to BYour Hypotheses Suck ft. Juliana JacksonPretty simple to make a hypothesis, right? If/Then statement, and boom, done. I already did most of the hard work in just having the framework.Not quite.A lot of work (and pre-work) SHOULD go into making a hypothesis, so that it can go from a "meh" but functional hypothesis, to a hypothesis that not only drives results, but trust in your experimentation program too! And bonus: Juliana "Run the Jewels" Jackson offers 2 columns / buckets of info you probably never considered which should be available for stakeholders to improve on the presentation of the...2025-02-2642 min
growth-minded SUPERHEROESCRO, Bullsh*t Best Practices, and Why You Should Test More - with Shiva ManjunathAre best practices ruining your experimentation strategy? In this no-BS episode, André & Julia sit down with Shiva Manjunath, host of the podcast "From A to B" and expert in A/B testing, CRO, and stakeholder management, to discuss why blindly following best practices can be a huge mistake - and what you should be doing instead.🔥 In this episode, we cover:- Why “best practices” are often just outdated myths- The psychology behind why people crave silver bullets instead of real testing- Why curiosity, skepticism, and experimentation go hand in hand- How to...2025-02-2554 min
From A to BIs There Value in Spaghetti Testing? ft. Ryan LuchtWhy are we wasting spaghetti? It's delicious! We shouldn't be throwing it at the wall...Well Ryan "Big Brain" Lucht definitely is a big time lover of playing with food. And he makes a compelling argument for spaghetti testing, which delved into conversations into prioritization frameworks, should we TRY to "test everything," and other topics.We got into:-Spaghetti testing (Should you do it? Or nah?)- Pure experimentation jobs are hard. And you’ll have to fight a LOT. But Ryan and Shiva have ti...2025-02-1248 min
From A to BShould CROs Use Intuition...More? ft Bhav PatelWhat does it ACTUALLY mean to be "data driven", and are #CROs adequately data driven? Should we be MORE data driven? Are there some opportunities for us to actually leverage intuition more? Will Shiva keep asking Bhavik "The Sick" loaded questions?Short answer? Yes. Bhavik "The Sick" Patel and Shiva Manjunath discuss this pretty interesting topic, which may seem controversial, but there is actually a decent amount of truth to it. We got into: -What it ACTUALLY means to be data driven. Spoiler: the bar is pretty...2025-01-2950 min
From A to BWhat's the Difference between Product Manager and CRO?! ft. Matt Green and Moshe MikanovskyIf you squint your eyes really hard, there is something to the fact that CROs are simply Product Managers in "stats" clothing.... right? What ARE the actual differences between Product Managers and CROs? And how can CROs leverage these differences? Or how can CROs work more efficiently with Product teams?I enlisted the help of Matt and Moshe (M&M), the experts in Product Management, to explore more of this (in addition to... MUTINY?! 🏴☠️)We got into: - Messaging matters. How CROs communicate, and work, with product managers...2025-01-1551 min
From A to BSigns You're A Problematic CRO ft. Michael AagaardCROs are infallible. We believe data! We trust science over opinions! We are LITERALLY never wrong, right?Well, sometimes we may be right, but we can still be rude about it. 🫣 And no one wants to work with that one guy who, while they may be right, has to let everyone know how right they are EVERY. DAMN. TIME. I enlisted the help of Michael Aagaard, nicknamed "Shrek" (for very good reasons...) to explore how it is that some #CROs may actually be problematic. And how their own behavior may...2024-12-1140 min
From A to BTactical vs Strategic CRO ft. Talia WolfAre you doing 'strategic #CRO' ? What the hell even is strategic CRO? And how do you get there? Well, Talia Wolf had a post previously that triggered this discussion, so I had her on to better flesh out this idea. If you want to learn how to get from tactical to strategic experimentation, this is a can't miss episode.Plus - we went into some spicy convo about website carousels.....We got into:- What rituals define 'tactical' vs. 'strategic CRO- What is better...2024-11-2044 min
From A to BAre UX and CRO Just The Same Thing? ft. Victoria SakalIn many ways, CRO and UX have overlap. But how different are they? And how does UX view CRO? We enlisted the help of Victoria Sakal to go deep into this conversation to understand this from a UXer's perspective. Victoria 'The Warrior' Sakal shared some VERY interesting perspectives which can help CROs and UX collaborate more deeply, among other golden nuggets of information....We got into:- How UXers view CROs (rightly, or wrongly...)- Where UX and CRO actually overlaps (spoiler: they share many things in common)- Ways for...2024-11-0646 min
From A to BWhy Your Tests Are Getting Blocked ft. Gertrud VahtraYour 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...2024-10-2342 min
From A to BWhy Leadership Hates Experimentation ft. Nima YassiniLeadership 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...2024-10-0943 min
10xMarketer Podcast#CRO Expert Reveals | How to Boost Conversions Without Copying Amazon | Shiva ManjunathIn this episode of the 10xMarketer podcast, we're joined by CRO expert Shiva Manjunath, who reveals how to boost conversions without following the typical Amazon playbook. Shiva, the optimization product owner at Motive and host of a popular experimentation podcast, shares his no-nonsense approach to CRO, debunking common myths and offering practical strategies that work for businesses of all sizes. Whether starting from scratch or refining your CRO process, this conversation covers everything from customer research to A/B testing and actionable tools for both B2B and B2C.
Tune in to hear why conversion rate...2024-10-0140 min
From A to BAddressing Burnout in CRO ft. André MorysAre 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...2024-09-2545 min
From A to BDon't Be Afraid of Your First A/B Test ft. Kelly WorthamTerrified 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...2024-09-1145 min
1000 Experiments ClubFailing Forward for Experimentation Success | Shiva ManjunathGuest host and AB Tasty’s Head of Growth Marketing UK, John Hughes, sat down with Shiva Manjunath, Senior Web Product Manager of CRO at Motive and Host of the podcast From A to B, to talk about debunking best practices, embracing failure, and fostering a culture of learning can elevate experimentation to new heights.2024-09-1045 min
1000 Experiments ClubFailing Forward for Experimentation Success | Shiva ManjunathGuest host and AB Tasty’s Head of Growth Marketing UK, John Hughes, sat down with Shiva Manjunath, Senior Web Product Manager of CRO at Motive and Host of the podcast From A to B, to talk about debunking best practices, embracing failure, and fostering a culture of learning can elevate experimentation to new heights.2024-09-0945 min
From A to BIs B2B CRO REALLY Different than B2C? ft. Carlos TrujilloHow 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...2024-08-2840 min
From A to BNailing Your CRO Interview ft. Ben LabayKnowing 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...2024-08-1446 min
From A to BDetecting Snakeoil in CRO ft. Slobodan ManićSlobodan "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.
2024-07-3146 min
From A to BUX Principles: Useful? Or Useless? ft. Erin WeigelErin "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 "...2024-07-1744 min
From A to BWhat Can CROs Do About Politics ft. Gerda Vogt-ThomasGerda "The Koala" Vogt-Thomas joined Shiva to discuss a number of things related to politics in CRO and experimentation. A number of politic-related things are discussed, including in-house vs. agency-side politicking, and even removing "emotion" from the decision-making process to help get more buy in / reduce your own personal stress in CRO.
Also, Shiva somehow comes up with an analogy that CRO is like Jenga... and it low-key kinda works?
Timestamps:
00:00 Start of Episode
2:26 Gerda's background and journey to Koalatative
7:46 Differences in politics between...2024-07-0336 min
From A to BAre CROs Just Growth Marketers? ft. Tara RobertsonAre CROs secretly just growth marketers? Maybe... but how do they work better with growth marketers? Shiva decided to understand this better by talking to marketing expert, and head of Demand Gen at Chili Piper, Tara "Ice Spice" Robertson.
In this episode, we discuss some pretty tactical activities on what makes Growth Marketers tick, and what things they care about (or don't care about). In addition, we look at things that are important to them, and how CROs can work better to solve their problems and create lasting, and fruitful, relationships with demand gen marketers. Plus, Tara...2024-06-1935 min
From A to BAre SEOs and CROs Mortal Enemies? ft. Sam "The SEO Guy" DunningSam "The SEO Guy" and Shiva Manjunath discuss all things SEO and content in this episode of From A to B. Why is it that SEOs and CROs are fighting for resources... when in reality, they should be SHARING resources under a shared goal! In addition, they discuss things why page intent matters, and how CROs should be focused on this just as much as SEOs.
Timestamps:
00:00 Show Kickoff
3:37 SEO and CRO Overlap
10:37 Search Intent and Page Purpose
18:10 Why Do SEOs and CROs Hate Eachother
24:15 Tips on...2024-06-0539 min
From A to BScaling Low Maturity CRO Programs ft. Stewart “The GOAT” EhoffIn this episode of 'From A to B,' Shiva Manjunath and Stewart “The GOAT” Ehoff discuss how hard as hell it is to build CRO programs from scratch. They delve into the challenges faced by organizations at various stages, from initiating the first test to scaling up to 30 tests and beyond. They explore factors like company culture, data infrastructure, trust in the program, and resource allocation.
Timestamps:
00:00 Show Kickoff
06:36 Community Insights on Experimentation Challenges
18:18 The Reality of Experimentation in Different Company Sizes
22:18 The Challenge of Establishing a Culture of Experimentation
2...2024-05-2247 min
From A to BCROs Aren't Using Video Content Effectively ft. Finn McKentyShiva 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...2024-05-0834 min
From A to BAre "Best Practices" In CRO Worth it? ft. Talia WolfAre "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?2024-04-2437 min
From A to BWhere to Automate in CRO ft. Shawn DavidShawn "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...2024-04-1039 min
Experiment Nation: The PodcastS4E7 - Navigating Stakeholder Management and Gaining Buy-In with Shiva ManjunathShiva Manjanath, discusses with Ana Kerkovic the significance of collaboration with stakeholders and stakeholder management, optimizing CRO processes, transitioning from testing to experimentation, the impact of copy testing, and the need for research-backed strategies in CRO.
Chapters
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00:00 Unlocking Business Growth with Data00:24 Introducing Experiment Nation and Guest Shiva Manjunath00:45 Diving Deep into the World of CRO and Experimentation02:52 The Optimizer's Breakfast: A Routine for Success04:12 Anna Kerkovic Shares Her Journey and Passion for Psychology in CRO05:34 The Art of Persuasion: Manipulation or Motivation?06:29 Strategizing Beyond Spaghetti Testing: A Structured Approach to Experimentation14:15 Building Trust and Navigating Frustration in...2024-04-0536 min
From A to BIs Copy Important to the CRO Process? ft. Eden BidaniIn 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...2024-03-2733 min
From A to BWhere Does Research Fit into A/B Testing? ft. Els AertsIn 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...2024-03-1333 min
From A to BAre Prioritization Frameworks Overrated? ft. Bhav PatelIn 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...2024-02-2832 min
From A to BYou're Doing Personalization Wrong ft. David MannheimIn this episode, Shiva has David 'Zedd' Mannheim to discuss personalization, and how 'stages' (user's intent) is more important than optimizing for pages on your website. Plus, David has a spicy take on "social proof" ...
00:00 Introduction
02:08 Concept of 'Stages not Pages'
10:38 Social proof is... not good?
21:38 Optimizing for Users vs Pages
22:51 LinkedIn Post of the Week (Eden Bidani)
Check out Eden's post here!
http://tinyurl.com/FromAtoB-Eden
2024-02-1431 min
From A to BHow to Break into CRO ft. Juliana JacksonIn this episode, Shiva and Juliana discuss how to break into the field of experimentation, the importance of understanding experimentation principles, and the value of critical thinking in the process. They also share tips for product owners and engineers who want to start testing and experimenting with small changes without disrupting the entire website.
Juliana has some EXCELLENT tips for little ways you can test without breaking your site entirely, which is great for actually breaking into testing!
Timestamps:
00:00 Show Kickoff
01:57 Juliana's Professional Path
2024-01-3130 min
From A to BMake Designers Give a Shit about CRO ft. Erin WeigelIn this episode, Shiva and Erin "All She Does Is Win" Weigel discuss different kinds of designers (Designers vs designers... apparently there is a difference), and gives you a glimpse into the mindset of a designer so you can understand how better to collaborate with them. Also her dog interrupts the show but we are ok with this because dogs are awesome.
Timestamps:
00:00 Show Kickoff02:39 Understanding designer's Mindset11:01 What makes a designer tick?12:44 Erin's dog disrupts the show21:42 How to work with a bad designer24:54 LinkedIn Post of the...2024-01-1732 min
From A to BGet Your CRO Bag (Get Paid) ft. Rommil SantiagoIn this episode, Shiva and Rommil "The Thrill' Santiago dive deep into the state of salaries based on the latest report coming out of Experiment Nation, in addition to giving y'all some ideas and thoughts on how to make sure you're getting paid fairly!
02:29 Discussing the Experimentation Salary Report08:06 Job Title vs. Salary Satisfaction19:13 Tips on Getting Your Bag22:03 LinkedIn Post of the Week
This week's LinkedIn Post of the Week is brought to you by Avinash Kaushik (who actually coined the term HiPPO...2024-01-0331 min
Product for Product ManagementEP 95 - It's a Wrap 2023 with Matt and MosheWhat a year! We are wrapping up 2023, an exciting, filled with learning, both professionally and personally for both of us!So we decided, in the spirit of so many others these days, to have a wrap-up episode and talk about so many things we covered on the podcast!We had 30 episodes, 25 guests from 4 continents. We covered 15 products in 3 themed serieses - async communication tools, user testing tools, and new tools built by young startups. We also started this year covering books for Product people, talking with 4 authors on anything from a 10 year best...2023-12-2053 min
From A to BSite Redesigns Suck. Here's How to Survive OneWebsite redesigns are the literal worst. They'll happen whether you like it or not, and chances are you still have to clean up the mess if/when they go wrong. Here's how to prepare for (and test) a redesign and still sleep at night.
In this episode, Tracy and Shiva discuss:
00:00 Intro
03:47 Legit vs. shit reasons to redesign your site
07:54 The first things you must do before a site redesign
18:50 The redesign went live... now what?
28:02 LinkedIn Post of the Week
2023-11-0135 min
No Hacks: The Mindset Behind Digital Optimization and GrowthFrom A to B: Memes, Podcasts, and Personal Branding with Shiva ManjunathWelcome to No Hacks Show, a weekly podcast in which smart guests talk about how you can optimize your online presence. My guest today is the co-host of the incredible From A to B podcast - Shiva Manjunath.Those of you who know Shiva also know that he is one of the most unique voices in the world of experimentation (experimentation LinkedIn as he called it), king of CRO memes, and so much more!Tune in and don't forget to also check out Shiva's podcast!Episode links:Shiva's LinkedInFrom A to B...2023-10-2525 min
From A to BCan Optimizers Survive a Zombie Apocalypse?This spooky season we ask one question literally nobody has asked before: Can your CRO skillsets save you from a zombie apocalypse?
In this episode, Tracy and Shiva discuss:
00:00 Intro
01:41 Can CROs survive the zombie apocalypse?
03:13 The first things a CRO would do to survive
09:11 Experimentation and data weapons for survival
18:29 The verdict: Do CROs survive the zombie apocalypse?
21:15 Guess the most (and least) popular Halloween candy with us
Like what you hear? Subscribe. All the cool...2023-10-1827 min
From A to BWe Beg You: Don't Copy Competitors, Watch ThemBrowse your LinkedIn feed for 10 minutes and we guarantee you'll find advice encouraging you to copy so-and-so's website. Because if they're doing something, it must work... right? Not quite.
In this episode, Tracy and Shiva discuss:
00:00 Intro
04:05 What's the harm in blindly copying your competitors?
05:57 Shiva burps
06:08 What's the harm in blindly copying your competitors? (continued)
09:23 How to 'watch' competitors instead of flat-out copying
23:59 LinkedIn Post of the Week
The LinkedIn post of the week is from...2023-10-1129 min
From A to BAm I Working With a CRO Client From Hell?Working with clients can be a rollercoaster ride, but what happens when you find yourself strapped in with a nightmare client? We'll relive the trauma and give you things to think about, so (hopefully) you don't have to.
In this episode, Tracy and Shiva discuss:
00:00 Intro
02:05 Why it's important to spot client red flags ASAP
05:05 Signs you're working with a client from hell
15:23 How to protect yourself from client woes
21:08 Going nuclear: What if you can't walk away from the client?
24:22 LinkedIn...2023-10-0429 min
From A to BSocial Proof - Awesome or Overrated?Reviews, ratings, testimonials, user-generated content... we've seen ENOUGH already!
We've all been told in Marketing 101 that you NEED social proof. When does it become overkill in your digital marketing program though?
In this episode, Tracy and Shiva discuss:
00:00 Intro
02:20 Social proof is great... sometimes
06:11 The need for authentic and creative social proof
10:02 Is social proof a bandaid fix for conversion issues?
16:16 How to do (and test) social proof right
18:11 The verdict: Is social proof awesome or overrated?2023-09-2726 min
From A to BHELP! How Do I Make Leaders Give a Shit About Research?We'll put money on the fact that you've had your fair share of decision-makers who couldn't care less about user research.
You know research is important. But how do you get THEM to see the light?
In this episode, Tracy and Shiva discuss:
00:00 Intro
01:51 Signs leadership doesn't care about research
04:55 WHY research fails to get taken seriously
10:27 The consequences of ignoring research
13:36 What to do about research-allergic leaders
22:32 LinkedIn Post of the Week
2023-09-2027 min
From A to BPeople Think Experimentation Is Slow - Do They Have a Point?Experimentation is slow. It's what people keep telling us. And you know what?
They kind of have a point. Isn't it better to go 'slow' in the right direction (in the short term) instead of fast in the wrong direction, though?
In this episode, Tracy and Shiva discuss:
00:00 Intro
02:23 Experimentation can be slow (in the short term) - and that's ok!
09:31 Is your program slow? Or is it you?
11:26 Stop striving for pixel perfection
14:04 How to build faster processes...2023-09-1327 min
From A to BMamma Mia! Stop Spaghetti Testing, Start Iterating9/10 pasta makers agree on this one simple fact.* Throwing shit at the wall is fine at a food fight, but a no-no in your testing program.
The cure? Iterative testing. It's like a pressure washer for your wall, cleaning up the mess you made from all that janky spaghetti testing.
In this episode, Tracy and Shiva discuss:
00:00 Intro
02:12 Iterative vs. spaghetti testing
03:35 Research is pointless if you don't act on it
07:52 How to tell if you're spaghetti testing
10:27 Practice m...2023-09-0626 min
From A to BFor Real, Is Gender Segmentation Sexist?Technical marketing and analytics extraordinaire Juliana Jackson has seen a lot of shitty marketing. She joins us to explore a big question with some surprising answers: Is segmenting your audience by gender sexist?
In this episode, Tracy and Juliana discuss:
00:00 Intro
05:03 Deconstructing 'segmentation' and 'sexism'
06:39 We self-segment all the time without knowing it
09:00 Humans are complex; so why do we love labels?
10:38 Representation beyond 'the average man'
20:55 How to not be a lazy marketer
27:15 LinkedIn Post of the Week
2023-08-3032 min
From A to BSmash or Pass? Red Flags in Your CRO Job HuntNobody wants to work (shitty jobs) anymore! We think that's pretty great. In this episode, Tracy and Shiva help you spot a crappy CRO/experimentation job by learning from our many job-hunting mistakes.
We cover:
00:00 Intro
02:42 Job hunting kind of sucks
05:11 Red flags in the job description
13:22 Red flags in the interview
21:21 Wrapping it up all
24:08 LinkedIn Post of the Week
The LinkedIn post of the week is from Ruben De Boer: https://tinyurl.com/FromAtoBRubenDB
2023-08-2329 min
From A to BThe Case for Not Testing Bug FixesShiva started drama on LinkedIn the other day in a (seemingly innocuous) post arguing that "bug fixes are not experimentation". Let's just say the comments got lit and we want to talk about it.
In this episode, Tracy and Shiva explore:
00:00 Intro
02:45 The LinkedIn drama that started it all
03:56 Differentiating bugs vs. bad UX
06:08 Why most of us don't have the luxury of testing bugs
13:37 Why WOULD you test a bug fix?
19:25 LinkedIn Post of the Week
...2023-08-1627 min
From A to BThe Win-or-Learn Dilemma in CRO - Devil’s AdvocateYou just started a new testing program and the execs expect wins NOW (well, they expected results before your first day, but will settle for now). Where do you go from here?
In this episode, Tracy plays the 'devil's advocate' in a new segment (we're beta testing...), where one of us is forced to steelman the opposite position. In this case, Tracy (fantastically) played the annoying, win-obsessed exec.
In less than 30 minutes we cover:
00:00 Intro
03:41 Learnings don't pay the bills, right?
06:29 Won't testing-to-learn...2023-08-0928 min
From A to BWebsite Teardowns - Awesome? Or Overrated?What do websites and toilet paper have in common? You can tear them down and sometimes those teardowns are full of shite.
In this episode, Tracy and Shiva discuss:
00:00 Intro
03:28 What's a website teardown?
05:23 Why do marketers love teardowns so much?
07:28 How teardowns can be kinda bullshit
10:56 How to use a teardown responsibly
17:27 The verdict: Awesome or overrated?
19:20 LinkedIn Post of the Week
The LinkedIn post of the week is from Gerda Vogt-Thomas:
...2023-08-0229 minFrom A to BCRO Dun Goofed - When Perverse Incentives StrikeYou're doing it wrong... but it may not be entirely your fault? Perverse incentives in experimentation can lead to cherry-picking results, running 2-day tests, and ignoring long-term effects. If you do this purposefully though, you're ruining experimentation for everyone and we hope you stub your toe.
In this episode, Tracy and Shiva discuss:
00:00 Intro
03:52 What are perverse incentives?
06:18 Perverse incentives in experimentation
17:28 How perverse incentives ruin it for everybody
19:46 LinkedIn Post of the Week
The LinkedIn post of the...2023-07-2626 minFrom A to BYou In or Out!?! Should You Optimize In-House or Agency-Side?Every experimenter has wondered the same thing at some point: "Should I work at an agency or go in-house?" Good thing we've roughed it out in both environments so you don't have to.
In this episode, Tracy and Shiva discuss:
00:00 Intro
04:18 Should you work agency or in-house first?
05:24 Pros and cons of working in agency vs. in-house environments
16:48 When contracting may be your best bet
19:10 Shiva derails the conversation with more pros and cons
24:19 LinkedIn Post of the Week
2023-07-1929 minFrom A to BBad Hypotheses Are Killing Your Experimentation ProgramYou might be writing crappy hypotheses. Guess what - it's killing your experimentation program. It's time to reverse the curse.
In this episode, Tracy and Shiva discuss:
00:00 Intro
03:15 Hypotheses defined
03:50 What crappy hypotheses look like and why they happen
06:08 Incorporating research in your hypothesis
17:42 The anatomy of a strong hypothesis
18:42 LinkedIn Post of the Week
The LinkedIn post of the week is from Michal Eisikowitz: https://tinyurl.com/FromAtoBMichal
Like what you...2023-07-1224 minFrom A to BWhy Freaking Out Won't Help with Google Optimize's SunsetGoogle Optimize, once a blessing for newbie optimizers, will cease to exist in September. Is this such a bad thing though?
In this episode, Tracy and Shiva discuss:
00:00 Intro
04:03 Is the GO sunset panic justified?
08:36 Were Optimize features a stand-in for proper resources?
15:09 Considerations for your next testing tool
21:10 LinkedIn Post of the Week
The LinkedIn post of the week is from Jonny Longden: https://tinyurl.com/FromAtoBJonny
In this episode we mention Analytics...2023-07-0529 minFrom A to BCap or No Cap - Is Amazon Using Dark Patterns?Amazon's in hot water with the FTC for *alleged* use of dark patterns. What really happened and what can experimenters learn from this?
In this episode, Tracy and Shiva discuss:
00:00 Intro
04:05 Why Amazon is being sued by the FTC
04:46 Dark patterns vs. persuasive design
06:55 Do we think Amazon used dark patterns in their subscription cancellation process?
15:08 LinkedIn post of the week
The LinkedIn post of the week is from Emma Travis: https://tinyurl.com/FromAtoBEmma
2023-06-2820 min
Product for Product ManagementEP 78 - Google Optimize Sunset with Shiva ManjunathGoogle is sunsetting Google Optimize on September 30th 2023, and the experimentation world is abuzz. Some are upset about losing this free experimentation tool, while others feel it’s a good thing for the future of experiments. Many competing vendors are jumping on the bandwagon to get the business, but some companies will stop experimenting all together. Matt and Moshe dove into this boiling pot with Shiva Manjunath, Experimentation Manager at Solo Brands, and Founder and Co-host at From A to B, to get some insights from an expert in the experimentation field about the situation.Shiva shared wi...2023-06-2731 minFrom A to BHungry Hungry HiPPOs... But What Are They Hungry For?Love 'em or hate 'em, the highest paid person's opinion (HiPPO) is here to stay. The question is... do all HiPPOs suck?
In this episode, Tracy and Shiva discuss:
(2:59) What's a HiPPO?
(4:50) Is a HiPPO always a bad thing?
(9:16) Working with great (and not-so-great) HiPPOs
(18:05) LinkedIn post of the week
The LinkedIn post of the week is from Siobhan Solberg: https://tinyurl.com/FromAtoBSiobhan
Like what you hear? Subscribe. All the cool kids are doing it.2023-06-2125 minFrom A to BSwipe Files - Worthwhile? Or Worthless?Marketers looove swipe files, but we don't think enough people are talking about the limitations with using them.
In this episode, Tracy and Shiva discuss:
00:00 Intro03:27 What are swipe files?04:33 Can swipe files replace ideation?05:45 How you should (and shouldn't) use a swipe file16:50 LinkedIn post of the week
The LinkedIn post of the week is from Juliana Jackson: https://tinyurl.com/FromAtoBJuliana
Like what you hear? Subscribe. All the cool kids are doing it.2023-06-1422 minFrom A to BAre Multi-Armed Bandits the Next Thing to "Kill CRO" ?Many are talking about multi-armed bandits (MAB) killing CRO - is there truth to that? The answer: it depends!
In this episode, Tracy and Shiva discuss:
00:00 Intro
03:04 What are MABs?
04:45 Are MABs “real” tests?
06:23 Why do people find MABs so sexy?
09:15 When you should (and shouldn’t) run a MAB
13:58 How to validate your MAB results
16:41 LinkedIn post of the week
The LinkedIn post of the week is from Ryan Lucht: https://tinyurl.com/FromAtoBRyan
Like what you hear? Subscribe. All the cool kids are doing it.2023-05-2825 min
#THEBIGLIFTSeries 4 Episode 4 - We should be testing to learn and not testing to win, but shouldn't we also be continually learning to test?This week's podcast guest is Shiva Manjunath, Experimentation Manager at Solo Brands. Shiva is passionate about CRO, and is one of the most enthusiastic CRO experts we've had. He says part of his love for it is down to the mystery of experimentation; when you test with live people, you never quite know what the result will be. Shiva also describes the appeal of CRO to most people in the industry, saying 'I think all of us are generally just curious people who all want to continue to learn. I just find it incredibly fascinating.' The idea of...2023-04-2843 min
Customers Who ClickOptimizing Conversion Rates: Strategies for SuccessShiva Manjunath, a senior strategist at Speero, joined Will for a conversation about conversion rate optimization (CRO). Shiva discussed the big myths and mistakes brands face in CRO as well as what they need to be focusing on. He shared his own experiences with testing and optimization - from his coffee setup to training his dog - emphasizing the importance of testing out different approaches to find what works best.They discussed the importance of personalization when it comes to best practices, using the gym analogy to explain how following basic workouts can only take one so far...2023-02-2155 min
CRO.CAFE EnglishHow do you maintain a no-BS styleFor this episode we have Shiva Manjunath from Speero dropping some (painful?) CRO truthbombs for the new year... Guest: Shiva Manjunath URL: https://www.cro.cafe/guest/shiva-manjunath 2022-12-3146 min
Ashish Vidyarthi PodcastsEp.11 Kyu Vineet Kumar ko filme nahi karni thi? | aur phir aisa kya ho gaya joh filmo mein ana pada? | Part 1 | AN ACTOR INTERVIEWSTwo actors, Two Friends in a candid conversation about Films and Life. Vineet Kumar fondly Daddu, is an extremely talented theatre, television, and film actor, my senior from NSD (National School Of Drama), and a very dear friend. I met Vineet in 1987 and this incredible bond of friendship continues to flourish.Vineet is someone who has a completely different, simplistic yet deep view of life and in this conversation, you'll know exactly why I say that! In this heart-to-heart chat, you'll hear about: 00:53 : When did...2022-12-1411 min
No Hacks: The Mindset Behind Digital Optimization and GrowthHow AI and ML Impact CRO With Amrdeep AthwalAmrdeep Athwal is the founder of Conversions Matter and started doing data-driven optimization 15 years ago. In today’s episode, we will tell you all you need to know about AI in CRO.Amrdeep also answered questions from the community: Charles Meaden: How do you spot when the algorithm gets it wrong?Alun Lucas: How do you think AI can be used to help optimise the performance of online forms?Nneka Otika: What path can someone take to break into CRO? It seems like a close-knit industry. What transferable skill does som...2022-03-1530 minNo Hacks: The Mindset Behind Digital Optimization and GrowthExperimentation Program Maturity With Shiva ManjunathShiva Manjunath, a Senior Experimentation Strategist at Speero and a ‘test to learn’ optimizer. He’s worked on teams spanning from B2B (Gartner) to B2C (Norweigan Cruise Line, Edible Arrangements) and focuses experiments on driving high business value and impact. If you want to learn about the right ways to run an experimentation program, this episode is for you. Shiva shares the purpose of a mature experimentation program, why test to learn is the better approach and how to avoid being subjective when running experiments.Shiva also answered questions from some of our listeners/network:A...2022-01-2539 min
Experiment Nation: The PodcastWhere I started: Shiva ManjunathWelcome to "Where I Started", the interview mini-series in which we get behind the scenes and find out how some of today's experimenters got into CRO. This should be a fun little project that Ontrack Digital started with Experiment Nation to give you a bit of a getaway from all those test results. But also it can be a source of inspiration for those of you that want to get started in CRO and don't really know which path to take.
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If you liked this episode, don't forget to signup for Experiment Nation's bi-weekly newsletter...2022-01-0404 min
Experiment Nation: The PodcastTips on running a Test-to-Learn Experimentation Program with Shiva ManjunathExperiment Nation: The Conference Reloaded
Shiva will run through WHY you want to be running an experimentation program based on insight generation and not simply ‘winning’. He’ll also show you how to structure tests to support the growth of an insight-driven experimentation program.2021-10-1535 min
Experiment Nation: The PodcastCR-No: Addressing the lack of direction and primary calls to action on pagesThis week, Siobhan Solberg, Kenya Davis, Shiva Manjunath and Eddie Aguilar talk about how to address the lack of direction and primary calls to action on pages.
This episode was edited by Zohaib. Zohaib is an audio engineer, music producer and DJ from Karachi who now lives in Toronto. You can find this profiles here:
https://soundcloud.com/saazbyzoi
https://www.facebook.com/saazbyzoi
https://www.instagram.com/zoi_music/?hl=en
2021-03-2026 min
Experiment Nation: The PodcastCR-No: How to manage stakeholders and HiPPOsIn this episode, our panel discusses how to manage stakeholders and HiPPOs. What do we do with them when they don't agree with our results? How do we get ahead of issues?
On the panel:
Shiva Manjunath
Eddie Aguilar
Kenya Davis
Siobhan Solberg
2021-03-1222 min
Experiment Nation: The PodcastCR-No: Balancing between optimizing the entire customer journey vs. just the websiteOn today’s panel, we have
Siobhan Solberg from Raze
Shiva Manjunath from Gartner
Kenya Davis from Evolytics
Eddie Aguilar from Circle media labs
In this episode the panel discusses:
Balancing between optimizing the entire funnel vs focusing only on the website
Bringing segmentation into the mix
Their beef with Google optimize
2021-02-0524 min
Experiment Nation: The PodcastCR-No: Experiments should be backed by hypotheses - leave your best practices for your processesToday's episode features:
Eddie Aguilar
Kenya Davis
Shiva Manjunath
Siobhan Solberg
The panel talks about:
How best practices in CRO should only apply to approaches and workflows and not necessarily what you should test.
The danger of copying others’ "best practices".
Enjoy!2020-12-2830 min
Experiment Nation: The PodcastConversion Rate Optimization, Best Practices, and Other Terribly Named ThingsIn this episode, we speak with Gartner's Shiva Manjunath about the world of CRO: what it means, what it doesn't mean, and the important role that humour and politics play in it. As a bonus, we learn how his lack of enthusiasm about medicine helped him become the person he is today and what he really thought about last season's NHL playoffs.
We're still working through the audio setup. We'll get it right one day, swear.2020-12-0427 min
The Diggintravel PodcastExperimentation Tips From a Digital Expert at GartnerIn this episode we talked to Shiva Manjunath, Marketing and Conversion Optimization Manager at Gartner. Shiva is a huge experimentation and digital enthusiast, so we talked about how to build a great experimentation program in your organization.
What can you learn from this interview:
The conversion optimization process - where and how to start?
Why is getting early wins crucial to your success?
How to deal with your boss who doesn't understand the experimentation process and A/B testing
Why personalization, conversion optimization, and experimentation go hand-in-hand
How CRO helps you calculate the ROI of your p...2020-03-0446 min