Unexpected Formulas
Someone once said, “The definition of insanity is to pet a dog that is on fire.”
Someone else once said, “The definition of insanity is doing the same thing over and over and expecting different results.”
“Every click is a promise you must keep.”
Stop doing the things that don’t work over and over.
Why your Web Developer and Designer are giving you bad advice.
Insanity is often a by-product of safety. “If everyone is doing it, it must work,” is the mantra of this kind of crazy. This is the place from which designers and developers work.
“Every audience is different”
It’s time to find out for yourself what your audience wants and what makes your visitors turn in to prospects and customers on the Web.
Conversion Scientist™ at Conversion Sciences
Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences, a sought-after international speaker, and author of Your Customer Creation Equation. He is passionate about transforming websites through a steady diet of visitor profiling, purposeful content, analytics, and AB testing.
Expertise: conversion rate optimization, AB testing, marketing strategy, digital marketing, analytics, landing page design, computer programming, entrepreneurship
Speaking: IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and more
Books and Training: Your Conversion Creation Equation, Video CRO, Marketing Videos that Convert, CRO Best Practices
As Seen On: ClickZ, Search Engine Land, Marketing Land, Conversion Sciences Blog, Intended Consequences podcast
Education: Texas A&M University, BS Computer Science and Management
Expertise: conversion rate optimization, AB testing, marketing strategy, digital marketing, analytics, landing page design, computer programming, entrepreneurship
Speaking: IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and more
Books and Training: Your Conversion Creation Equation, Video CRO, Marketing Videos that Convert, CRO Best Practices
As Seen On: ClickZ, Search Engine Land, Marketing Land, Conversion Sciences Blog, Intended Consequences podcast
Education: Texas A&M University, BS Computer Science and Management
Latest posts by Brian Massey (see all)
- Your Traffic Fell 30 Percent. Your Targets Did Not. - September 3, 2026
- How to Filter Bot Traffic in Google Analytics With Ask Advisor - August 20, 2026
- Using AI to Chat with your Online Business - July 10, 2026
I believe this is a quote from the HBO mini series “Generation Kill”.
That is one place. I’m thinking of something much earlier. Hint: It was a late night show.
Ok – I’ll take a punt with Gary Busey
Martin