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Chasing the HiPPO From the Room – How to Silence Office Politics with A/B Testing

December 1st, 2009 by Oli Gardner Posted in a-b-testing
HiPPO's are big and powerful, and hard to argue with.

HiPPO's are big and powerful, and hard to argue with. Use the diplomacy of an A/B test to solve the corporate version of a family argument

The HiPPO I’m referring to is the Highest Paid Person’s Opinion. Typically the voice of an uncreative senior management type that likes to ask if you can “make the logo bigger”.

We’ve all been there.

Sitting around a boardroom table with a giant projection of your latest design or web page splashed across the wall. Conjecture and opinion fly – generally in the face of conventional wisdom or plain old common sense.

You argue back and forth using your most experienced and educated insights to nullify the stupidity – hopefully mixed in with some examples of previous campaigns where a certain idea didn’t work.

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Landing Page Design for Testability – 3 Simple Ways to Minimize Testing Costs

November 26th, 2009 by Oli Gardner Posted in a-b-testing
3 simple design techniques to reduce your landing page testing costs

3 simple design techniques to reduce your landing page testing costs

How you design your landing pages determines how easy they are to test – which can have a direct impact on the bottom line of your marketing campaigns.

By using some simpler design strategies, you can free up the marketing team to produce multiple test variants more quickly, with less reliance on design or development.

It’s easy, and in this post I’ll show you how to do it along with examples of some landing pages that do a good or bad job.

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