Offline experimentation at Tommy Hilfiger store
CRO weekly #216
Hi,
Welcome to a fresh CRO weekly newsletter with an overview of interesting reads and jobs you might have missed.
Have a nice week!
Tom
3 simple design principles for an effective website
When designing a website, it is easy to try and reinvent the wheel when—more often than not—the simple things make the biggest impact. This article is based on a book called Don't Make Me Think by Steve Krug, which articulates how key simplicity is when it comes to designing a website.
Here are just a few guiding principles to help you to design a great website that is simple yet effective.
Link to article from Zoho PageSense
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Interesting reads
Offline experimentation at Tommy Hilfiger store
CRO isn't just for the online world - offline experimentation can yield significant results too. Tommy Hilfiger faced the challenge of low interaction with their new in-store screens. They started an experimentation program to boost customer engagement with the screens.
Link to article
Big launches are hard to predict - The biggest marketing blunder of all time
Ronny Kohavi shared the story where was claimed that the Pepsi challenge back in the 1980 was flawed because they gave people just a sip and not the whole can, and therefore people prefer a sweeter first sip. The implication is that the market research that Coca-Cola did before the introduction of New Coke, in response to the Pepsi Challenge, had an obvious flaw—how dumb could they be? This resulted in the biggest marketing blunder of all time.
Link to the article
Career interview with Dvir Sharon
Learn from Dvir Sharon. He is Senior Growth Marketing Manager at Bright Data. This is one of his tips:
“I’m all about optimizing processes, whether it’s finding the best routes to work, tweaking my morning routines for better sleep or just finding the most efficient way to take my baby girl and my dog on a trip. (Yep, I’m a proud geek).”
If you want to read more career interviews check this link
Don't be naive when building an experimentation culture
In this episode, Kevin Anderson discuss the importance of building a culture of experimentation within organizations, overcoming the natural human bias to always be right, and recognizing the value of iterative testing.
Link to interview at Youtube
7 types of goals for a data team
June Dershewitz developed a framework to categorize goals for data teams. She explains each type of goal, going from the bottom (e.g. foundational) to the top (e.g. aspirational).
Link to the article
Job opportunities
Looking for a new challenge in experimentation? Find 100+ experimentation related jobs on ExperimentationJobs.com. These jobs are from all over the world, on-site, fully remote or hybrid. Take a look and start pivoting your career.
This week’s featured roles:
Sr. Data Scientist, Experimentation at Pinterest (San Francisco, USA)
Principal Data Scientist, Experimentation at Rokt ( New York, USA)
CRO Manager at The Level Group (Milan, Italy)
Experimentation Data Scientist at SEEK (Sydney, Australia)
Web Analytics Specialist (CRO) at Globant (Pune, India)
Are you hiring?
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