As a conversion optimization guy, I see my fare share of "button color" stories--which are as much of a mockery as "growth hacking". So I was glad to see they're doing this right: Tracking conversions and paths by cohorts; cautious of false positives; testing big changes instead of, eg, button colors; combining test results with qualitative data (usability tests) when making decisions; ...
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Isn't that exactly what they're not doing?
As a conversion optimization guy, I see my fare share of "button color" stories--which are as much of a mockery as "growth hacking". So I was glad to see they're doing this right: Tracking conversions and paths by cohorts; cautious of false positives; testing big changes instead of, eg, button colors; combining test results with qualitative data (usability tests) when making decisions; ...