Brian Massey

Bio

Brian Massey is the Founder and Conversion Scientist at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.

Posts by Brian Massey:

10 CRO Experts Explain How To Profitably Analyze AB Test Results

The AB test results had come in, and the result was inconclusive. The Conversion Sciences team was disappointed. They thought the change would increase revenue. What they didn’t know what that the top-level results were lying. While we can learn something from inconclusive tests, it’s the winners that we love. Winners increase revenue, and that feels good. The team looked…

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The 7 Core AB Testing Strategies That Are Fundamentally Essential To CRO Success

This is your guide to testing strategies. I present seven strategies. For each, I tell you when to use it, where on the site to test, what to test, and pitfalls to be careful about.

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Category: AB Testing

Fitt’s Law Says Button Design is Like Shooting Pool

According to Fitt’s Law, clicking a button on your site can be modeled like a pool shot. It’s a fun way of saying that you should make buttons big and put them where the visitor expects them to be. If you’re looking for good ideas for testing button design, consider the game of pool. Most of…

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Multivariate Testing: Promise and Pitfalls for High-Traffic Websites

Multivariate testing offers high-traffic websites the ability to find the right combination of features and creative ideas to maximize conversion rates. However, it is not sufficient to simply throw a bunch of ideas into a pot and start testing. This article defines what a multivariate test is, explains the advantages and pitfalls of this kind of testing, and offers some ideas for the future.

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Category: AB Testing
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The Hero’s Journey to an Amazing AB Testing Program

A successful AB testing program offers immense rewards, but the path is that of a hero. Brian Massey shows you what you’ll encounter.

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AB Testing JavaScript: Great Power, Great Problems

AB Testing JavaScript is at the heart of most AB tests. Brian Massey tells you how it works and how to avoid the problems it can cause.

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Category: AB Testing
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4 Mobile AB Testing Ideas that Worked for Our Clients

This Mobile AB Testing Guide offers 4 specific tests that have proven to work based on hundreds of Conversion Sciences tests.

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How to Avoid Mobile-Friendly Redesign Disasters

Joel Harvey takes a contrarian view on mobile-friendly redesign. His views are based on conversion-centered principles.

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AB Testing Results are Half-Filled with Losers, and That’s a Good Thing

Skilled conversion optimizers achieve positive results in hypothesis testing half the time. But they value negative results just as highly.

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AB Testing Tools used by Retail Electronics Websites

What percentage of electronics retailers are utilizing AB Testing Tools and other optimization tools to get an advantage? This is a report card on the industry completed in partnership with Marketizator.

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AB Testing Inspiration: Using Emotional Triggers

Four steps to using emotional triggers to provide AB testing inspiration. Learn how to uncover them in your competition and in your business.

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Category: AB Testing

AB Testing Guide

This guide to AB Testing provides the definitions, best practices and tools for anyone who wants a higher-converting website.

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Testing Email Can Be Misleading (How to Avoid Bad Decisions)

I’m fond of saying that AB testing, or split testing, is the “Supreme Court” of data collection. An AB test gives us the most reliable information about a change to our site. It controls for a number of variables that can taint our data. Things change over time. You might make a change to your…

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Four Things You Can Do With an Inconclusive A/B Test

When your A/B test offers inconclusive results, they’re still giving you a lot of information. What do you do with the “meh” intel?

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Category: AB Testing

Generating Phone Leads from the Web

Phone leads are worth 5-10 times more than form-fill leads. How do you measure your phone marketing success and how do you write copy for it?

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Category: Lead Generation
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