The messy science of conversion rate optimization

Most teaching about experimentation pretends we work in laboratories. Thats not the case, we work in real businesses with deadlines, politics, and imperfect data. This talk is a look at how experimenters can think about rigour and evidence in that messy reality, including five lenses for deciding how much rigour an experiment needs.

This session is for you if you've noticed the rules and standards your team follows don't always get questioned in context; if you've seen sound findings dismissed because the method didn't match what stakeholders were expecting; or if you're curious how experimenters think about evidence and decisions, and want to take some of that thinking back to your own work.