Brian Massey is the Conversion Scientist at Conversion Sciences and author of Your Customer Creation Equation: Unexpected Website Forumulas of The Conversion Scientist. Conversion Sciences specializes in A/B Testing of websites. Follow Brian on Twitter @bmassey
Columnist Brian Massey tests out ways to improve main navigation design and finds that before you completely overhaul your navigation scheme, you may want to try changing the words used.
If you want to have a strong data-driven organization, it's essential to use data throughout your design process. Columnist Brian Massey shares tips to help you be a data leader in your design decisions.
Is your value proposition working? Columnist Brian Massey explains how to test and narrow your options to ensure you've got a strong value proposition that will optimize your marketing efforts.
It's easy enough to use a survey to test out a website or campaign, but how do you know if the answers you get are truthful? Columnist Brian Massey helps you weed out the pretenders among your participants.
When you're optimizing a campaign or website, it's easy to become fixated on having all the answers. But columnist Brian Massey explains how generating questions can lead you to success.
Even marketing isn't immune to Moore's Law. Columnist Brian Massey explains how Moore's Law has changed behavioral science, making it cheaper for marketers to create and use behavioral data than ever before.
In the fight against spam, CAPTCHA is here to help -- but what's the toll on your conversion rate? Columnist Brian Massey discusses the drawbacks of CAPTCHA and offers some user-friendly alternatives.
Columnist Brian Massey argues that conversion optimization is distinct from other web marketing practices.
The bounty of cheap behavioral data available today is a boon for marketers. Columnist Brian Massey explains how to take advantage of this cheap data to develop an effective landing page.
As data becomes ever more abundant and cheaper, columnist Brian Massey takes a look at what marketers stand to gain from the trend and what we can expect to see in 2017.
What are the best ways to present your calls to action on a content landing page? Columnist Brian Massey outlines key strategies for getting your offer in front of your readers.
Is your content turning your visitors into subscribers? Columnist Brian Massey walks you through key strategies you can try on your content landing pages to get your visitors to take action.
Columnist Brian Massey says it's not yet time to declare this the year of conversion optimization, but with the bevy of tools and resources at our disposal, the industry is inching ever closer to it.
Don't ignore what's truly important to your visitors. Columnist Brian Massey walks you through two ways to use words clouds with transcripts to help you understand your customers' input and know what they value.
How do you know when to keep an A/B test running or to stop it before it costs you revenue? Columnist Brian Massey walks you through the nitty-gritty of trend graphs.
If you have your eye on being mobile-friendly, a full website redesign may be in order. Columnist Brian Massey has tips to ensure your site redesign is a success.
Are well-known brand name e-tailers taking advantage of the tools available for optimization? Columnist Brian Massey shares his analysis of 7 top sites.
How will the changes to Google's ad layout affect search advertisers' strategies? Columnist Brian Massey takes a look and explains why it may be an opportunity to optimize for your mobile traffic.
Columnist Brian Massey explains why using a metaphor to help you visualize all the pieces of your "marketing machine" can help you zero in on each part and make powerful decisions.
Now that we've popped the champagne corks and said goodbye to 2015, columnist Brian Massey takes a look at which Conversion and Analytics columns resonated the most with readers and what we can learn for 2016.
Be careful about what you promise to deliver on your website, warns columnist Brian Massey. The bottom line: Don't promise something if it isn't true.
How do you find the right value proposition to truly test a product? Columnist Brian Massey walks you through the tools that will help you determine if people will act on your messaging.
When you're looking at a graph in Google Analytics, is it really obvious what you're seeing? Not always. Columnist Brian Massey explains how you can understand the changes in your metrics and know what's working for your online business.
The online marketing world is brimming with assumptions that aren't backed up with data. Columnist Brian Massey offers up some strategies for overcoming these biases.
When you're trying to optimize your website, sometimes it's hard to sift through all the ideas for boosting your conversion rate. Columnist Brian Massey discusses how to pin down the best approach.
Columnist Brian Massey discusses the many benefits of incorporating split testing into your analytics mix -- especially when you take the time to track multiple goals.
Columnist Brian Massey believes Google may be doing businesses a disservice by recommending a responsive Web design to improve the mobile experience.
Should you invest in optimization tools? Columnist Brian Massey dishes out data on how many businesses are using them and whether that gives them a leg up.
What effect are your CRO efforts really having? Contributor Brian Massey explains some of the factors that may be skewing your numbers.
It's not just for data scientists anymore. Columnist Brian Massey shows us how to get creative and explore analytics from some unexpected sources.
Sites that generate high traffic numbers often use sampling to save on processing time, but columnist Brian Massey notes it's important to know if your sample is statistically significant.
Columnist Brian Massey reminds us that visitors who have created an account on your site are some of your most valuable prospects. Are you treating them as such?
What lessons can conversion optimizers learn from multiple choice test creators? Columnist Brian Massey explores.
Most video hosting services provide customers with data, but marketers shouldn't stop there. Columnist Brian Massey explains how to combine this information with website analytics.
What do you do when your site analytics aren't giving you the full picture? Columnist Brian Massey explains how to address common "blind spots" in Google Analytics.
In this helpful how-to, columnist Brian Massey explains how to set up your analytics to get the most from your data.
Think data analysis and creativity are mutually exclusive? Contributor Brian Massey explains how the two can and should work together.
Do you really have enough data, or the right data, to make a decision? Learn how to calculate statistical significance.
Yay, statistics! If you run any portion of an online marketing program, you better still be reading. Marketers who don’t embrace the porcupine of statistics over the next couple of years run the risk of becoming insignificant. If you’re still reading, I’m about to put your career or business on the fast track to statistical […]
In medieval London, pirates were often punished by chaining them to a wall near the Thames River (you pronounce it “ˈriv-ər”) at low tide. For most rivers, this wouldn’t be a problem. The pirate would simply get wet. However, the Thames, being an estuary, rises 15 feet, 20 feet or more at high tide. These […]