Twyman’s law

Twyman’s law states that any data or figure that looks interesting or different is usually wrong.

Sounds unbelievable, isn’t it? 

But, it’s true. I saw this in action recently and wanted to share that story with you.

In June, we ran a test on our homepage and while I was looking at conversion rate by segments, I noticed that users from Windows had a 400% higher signup rate for VWO free trial as compared to users using Mac OS X.  

Now, that’s baffling and our team spent a good deal of time trying to understand why was that happening. Someone in marketing hypothesized that perhaps Mac OS X users have a better design aesthetic and our homepage wasn’t appealing to them. Was it true? ...  Read the entire post →

Horizon based thinking

Whenever you’re at a crossroads and are wondering what to do next, here’s how to think.

1/ The first thing to ensure is that you acknowledge that a lot of your decision-making will be driven by how you’re feeling *right now* and not how you’ll feel once you choose a path.

The need to escape can make us choose things that we won’t like long term.

2/ The way to keep emotion-driven decision at bay is to *force* yourself to think in three horizons:

1. Short term goals
2. Long term goals
3. The path between the two

3/ Yes, I know this sounds trivial but far too often:

– We’re either hyper-focused on short term and optimize our way to getting stuck into a local-optima
– Or, we’re hyper-focused on the long term and forget that present actions is how we get to the future ...  Read the entire post →