Articles exploring qa through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
3 articles
The complete diagnostic guide for Optimizely experiments showing zero or very low visitor counts. Covers the 7 most common causes with exact debugging steps for each.
Optimizely and GA4 will never show identical numbers — and that's expected. This guide explains the 5 root causes of discrepancies, how to audit each one, and when a discrepancy signals a real problem vs. normal variance.
Most teams skip A/A tests and only realize the mistake after shipping a 'winner' that quietly reverses. Here's what an A/A test actually validates, how to interpret results, and the 5 things it catches that you'd never find otherwise.