Episodes

  • When Two Variants Beat the Control But Lose to Each Other

    When Two Variants Beat the Control But Lose to Each Other
    Jun 15 2026
    Lucas and Luna tackle the uncommon but maddening A/B testing failure mode where multiple test variants each beat the control, but no single variant is statistically superior to the others. Using a real example from a SaaS onboarding flow, they walk through how this 'flat winner' pattern emerges, why it often points to a fundamentally weak hypothesis, and what to do next — including the one retest design that actually resolves the ambiguity. They also discuss when it's safer to just pick the cheaper variant and move on. No math overload, just practical CRO sense. #ABTesting #CRO #ConversionRateOptimization #StatisticalSignificance #SaaS #OnboardingFlow #HypothesisTesting #FlatWinner #MultipleVariants #MarketingExperiments #DataDrivenMarketing #GrowthHacking #ProductOptimization #FrequentistStatistics #BayesianStatistics #FexingoBusiness #BusinessPodcast #MarketingPodcast Keep every episode free: buymeacoffee.com/fexingo
    Show More Show Less
    9 mins
  • How a Pre-Registration Log Prevents A-B Test Bias

    How a Pre-Registration Log Prevents A-B Test Bias
    Jun 15 2026
    Episode 53 of Conversion Rate Optimization with Fexingo dives into a common but overlooked A/B testing pitfall: pre-registration bias. Lucas and Luna explain why logging your hypotheses, sample sizes, and success metrics before running a test can prevent p-hacking and false positives. They walk through a real example from a B2B SaaS company that halved its false-positive rate by adopting a public pre-registration log, and discuss how tools like GitHub or simple spreadsheets can enforce discipline. The hosts also share a practical framework for writing a pre-registration entry in under 10 minutes. No more 'I knew it all along'—this episode gives listeners a concrete tactic to make their A/B tests more trustworthy. #PreRegistrationLog #ABTesting #CRO #PValue #PValueHacking #StatisticalSignificance #Frequentist #Bayesian #HypothesisTesting #DataIntegrity #ConversionOptimization #SaaS #MarketingAnalytics #Experimentation #FexingoBusiness #BusinessPodcast #Marketing #CROStrategy Keep every episode free: buymeacoffee.com/fexingo
    Show More Show Less
    10 mins
  • Why Your A-B Test Needs a Pre-Registration Log

    Why Your A-B Test Needs a Pre-Registration Log
    Jun 14 2026
    In this episode of Conversion Rate Optimization with Fexingo, Lucas and Luna dive into the hidden pitfall of post-hoc analysis: why even a perfectly executed A-B test can lead you astray if you peek at the results before the sample size is reached. Using the real-world example of a travel-booking site that accidentally cut revenue by 8 percent after 'winning' a test early, they explain what a pre-registration log is, how it forces you to commit to one primary metric and one stopping rule, and why it saved a SaaS company from shipping a losing variant. Lucas walks through the simple spreadsheet template his team uses, and Luna pushes back on whether this adds too much process friction. They also discuss how pre-registration differs from a holdout group and why most CRO teams skip it — and why they shouldn't. A practical, gear-shifting episode for anyone running experiments that matter. #ABTesting #CRO #Marketing #ConversionRateOptimization #Experimentation #DataScience #PreRegistration #StatisticalRigor #TravelBooking #SaaS #PostHocAnalysis #SampleSize #PrimaryMetric #StopRule #FexingoBusiness #BusinessPodcast #LucasAndLuna #MarketingTips Keep every episode free: buymeacoffee.com/fexingo
    Show More Show Less
    9 mins
  • How a Single Button Color Test Cost a SaaS Company 40 Percent Revenue

    How a Single Button Color Test Cost a SaaS Company 40 Percent Revenue
    Jun 14 2026
    Episode 51 of Conversion Rate Optimization with Fexingo dives into a cautionary tale: how a SaaS company lost 40% of its trial-to-paid conversion by testing button color—without controlling for user intent. Lucas and Luna unpack the difference between surface-level A/B tests and meaningful behavioral experiments, explaining why the same button color can double or halve conversion depending on whether the visitor is in 'research' or 'ready-to-buy' mode. They walk through the methodology: segmenting by traffic source, measuring time-on-page as a proxy for intent, and analyzing the interaction effect between button color and user stage. The episode also touches on how novelty effects can mask these flaws, and why a 12-variant test without segmentation is just noise. By the end, listeners learn a concrete framework: never test a surface element without first splitting by intent signal. A brief, natural donation segment near the end reminds listeners that Fexingo stays ad-free thanks to community support at buy me a coffee dot com slash fexingo. #ConversionRateOptimization #ABTesting #ButtonColor #UserIntent #SaaS #TrialToPaid #CROStrategy #LandingPages #MarketingExperiments #Segmentation #NoveltyEffect #StatisticalSignificance #FexingoBusiness #BusinessPodcast #Marketing #DigitalMarketing #UXTesting #BehavioralEconomics Keep every episode free: buymeacoffee.com/fexingo
    Show More Show Less
    11 mins
  • Why Your A-B Test Sample Size Is Probably Wrong

    Why Your A-B Test Sample Size Is Probably Wrong
    Jun 13 2026
    Lucas and Luna dive into one of the most overlooked errors in A-B testing: miscalculating sample size. Using a real-world case from a mid-market SaaS company, they show how a seemingly valid test with 10,000 visitors per variant actually needed 50,000 to detect a realistic 2 percent lift. They explain the math behind statistical power, why most online calculators give misleading defaults, and how to fix your sample size planning tomorrow. Episode 50 of Conversion Rate Optimization with Fexingo. #ABTesting #SampleSize #StatisticalPower #ConversionRateOptimization #CRO #Marketing #MarketingStrategy #DataScience #Statistics #SaaS #Experimentation #Business #BusinessPodcast #FexingoBusiness #Podcast #LucasAndLuna #ExperimentationCulture #TestDesign Keep every episode free: buymeacoffee.com/fexingo
    Show More Show Less
    7 mins
  • Why Holiday A-B Testing Requires Longer Ramp

    Why Holiday A-B Testing Requires Longer Ramp
    Jun 13 2026
    As peak shopping season approaches, Lucas and Luna dive into a common but costly CRO mistake: treating holiday A-B tests like any other experiment. They unpack why seasonal spikes in traffic and buyer intent change the sample size math, using a real example from a mid-size fashion retailer whose Black Friday test broke a winner that flopped in January. Listeners learn about the 'seasonal validity window' — the concept that a test's results may only be applicable for a specific time period — and how to plan experiments so they yield reliable data even when conversion rates double overnight. The episode also touches on the importance of running tests long enough to capture full buying cycles, even in compressed holiday windows. #A-BTesting #ConversionRateOptimization #CROStrategy #HolidayMarketing #SeasonalA-BTesting #SampleSizeMatters #StatisticalSignificance #EcommerceCRO #BlackFridayTesting #PeakSeason #MarketingExperiments #BuyerIntent #TestRampTime #DataDrivenMarketing #FashionRetailCRO #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo
    Show More Show Less
    11 mins
  • How a One-Second Delay Cost a Retailer 11 Percent Revenue

    How a One-Second Delay Cost a Retailer 11 Percent Revenue
    Jun 12 2026
    Episode 48 of Conversion Rate Optimization with Fexingo dives into the hidden cost of page speed. Lucas and Luna unpack a real case from mid-2025: a mid-market fashion retailer that lost an estimated 11 percent of online revenue — roughly $4.7 million annually — because its product detail pages loaded one full second slower than the industry benchmark of 2.5 seconds. The duo walks through how the team discovered the issue using Real User Monitoring (RUM) data, why the slowdown stemmed from a bloated third-party recommendation widget, and the specific fixes — image compression, lazy loading, and asynchronous script loading — that recovered 80 percent of the lost revenue within six weeks. They also discuss the psychological mechanism: how even a 200-millisecond lag increases cognitive friction and triggers abandonment on high-consideration purchases. No theory; just the numbers, the diagnosis, and the playbook. #PageSpeed #SiteSpeed #ConversionRate #RevenueLoss #RealUserMonitoring #RUM #CoreWebVitals #LazyLoading #ThirdPartyScripts #CognitiveFriction #Ecommerce #RetailCaseStudy #ABTest #CRO #ConversionRateOptimization #Marketing #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo
    Show More Show Less
    7 mins
  • How Novelty Effects Ruin Your A-B Test Results

    How Novelty Effects Ruin Your A-B Test Results
    Jun 12 2026
    Episode 47 of Conversion Rate Optimization with Fexingo dives into the novelty effect—why users behave differently with a new design simply because it's new, not because it's better. Lucas and Luna use a real-world example from a SaaS company that saw a 25% lift in the first week, only to see it vanish by week three. They explain how to detect novelty effects with time-segmented analysis and holdout groups, and why running tests for at least two full business cycles is critical. The episode includes practical tips on setting up a 'novelty check' in your analytics and interpreting early data without jumping to conclusions. Hosts also touch on listener support via buy me a coffee dot com slash fexingo. #NoveltyEffect #ABTesting #ConversionRateOptimization #CRO #Marketing #FexingoBusiness #BusinessPodcast #SaaS #DataDriven #ExperimentDesign #UserBehavior #StatisticalValidity #DigitalMarketing #Analytics #Experimentation #GrowthHacking #ProductDesign #HoldoutGroup Keep every episode free: buymeacoffee.com/fexingo
    Show More Show Less
    6 mins