5 Must-Read Optimization Posts for the Week of August 18


Organizing and managing testing for a large website can be a monumental task. Choosing the best area of focus, balancing business needs and the demands of executives, aligning testing with various department goals, and developing a chain of iterative ideas can all be serious challenges. Creating a testing roadmap can help testing teams plan the […]

“Star of the Week” Spotlight: Scott Teschendorf


Each week at Brooks Bell, we have a short meeting Friday morning with the entire team. During the meeting we get updates on tests and the company, and award a “Star of the Week.” This week our Star is optimization engineer Scott Teschendorf. As a three-time Star of the Week, Scott does great work, especially […]

5 Must-Read Optimization Posts for the Week of August 11


Data and analytics have revolutionized marketing. In a field that was once dominated by right-brained creative types, analysts have taken over. But marketing teams would be mistaken to turn away from their creative pasts entirely. Instead, marketers must develop “both-brain” personalities. Read the rest: Use “both-brain” marketing to balance creativity and analytics. Here are four […]

There’s No Such Thing as a Failed Test


What you’ll get from this post: An understanding of why you need to switch your testing focus from “let’s identify the winner” to “let’s learn and iterate” and why that’s important.

Estimated reading time: 4 minutes, 50 seconds; approximately 890 words.

Clickipedia: Regression to the Mean

regression to the mean

What it is: The phenomenon in which a variable is extreme upon first measure, but moves towards the mean, or average, through subsequent measures. Having a coin land heads up 10 times in a row, for example, represents an extreme but not impossible event. However, if the coin is fair, flipping it 10 or 20 […]

5 Must-Read Optimization Posts for the Week of August 4


When a new analytics, testing, or optimization program launches, it’s usually met with excitement and enthusiasm for a new tool. But after a short time, this supposedly revolutionary new approach fails to meet expectations—even if they were unrealistic. Pushing past these initial disappointments is necessary if a program is to grow into an effective business […]