All Things Growth and Marketing

Before you get out your pitchforks, I want to stress that this article does not represent Peep’s views.

The easiest lies to believe are the ones we want to be true, and nothing speaks to us more than validation of the work we are doing or what we already believe.  Due to this we become naturally defensive when someone challenges that world view.

The “truth” is that there is no single state of truth and that all actions, disciplines, and behaviors can and should be evaluated for growth opportunities.  It doesn’t matter if we are designers, optimizers, product managers, marketers, executives, or engineers, we all come from our own disciplines and will naturally defend to the death if we feel threatened even in the face of overwhelming evidence.

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Designers versus data more than ever deserves its place in the pantheon of great conflicts: the Hatfields vs. McCoys, Android vs. iOS, Social Media Marketing vs. Results, Athens vs. Sparta, the Doctor vs. Daleks, Auburn vs. Alabama, and Fox News vs. reality.

We make this out to be some great collision of disciplines when in fact they are not opposites and they can and should work together.

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A/B testing is great and very easy to do these days. Tools are getting better and better. As a result, people rely more and more on the tools. As a result, critical thinking is much less common.

It’s not fair to just blame the tools of course. It’s very human to try to (over)simplify everything. Now the internet is flooded with A/B testing posts and case studies full of bullshit data, imaginary wins. Be wary when you read any testing case study, or whenever you hear someone say “we tested that”.

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While mediocre people are dime a dozen, good people are always in demand. But good optimizers are in very high demand, everyone and their mother is trying to hire one. Alas they can be hard to find.  If you’re looking to hire one, what should you look for? What makes an optimizer a great optimizer?

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You should split test the headline first! Bollocks. The images! What a load of crap.

That’s the kind of advice most articles out there would give you. The truth is that answering “what to test first” is like answering “how much does a car cost?” – it depends.

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