Merritt Aho

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Merritt is the Optimization Director at Search Discovery. He got his start in CRO after entering a university digital analytics competition and discovering a passion for data-driven design.

At Dell, he was involved in hundreds of B2C and B2B ecommerce tests, both as an Optimization Manager and an Analytics Manager. From Dell, Merritt established CRO programs for Volusion and then for Dun & Bradstreet.

Merritt has served as a chapter leader for the Digital Analytics Association Austin Chapter and occasionally shares his CRO experience and enthusiasm with others at conferences, in webinars, on blogs and on twitter.

Tempted to Peek? Why Sequential Testing May Help

Raise your hand if you’ve ever struggled with a decision between disciplined testing procedures and expedient decision-making.

For example, think of a time when you’ve had to decide between sticking to your A/B test design—namely, the prescribed sample size—and making a decision using what appears to be obvious, or at least very telling, test data. If your arm is waving vigorously in the air right now, this post is for you. Also, put it down and stop being weird.

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How to Build and Structure a Conversion Optimization Team

The initial phase of establishing an optimization practice at any organization is an exciting time. Big wins often accompany putting companies and careers on an upward trajectory.

But it can also be a real challenge knowing where to start and how to lay a solid foundation with the potential to transform the business. How you structure your team might be the most important part of this.

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