Experimentation and Ethical Growth Community Resources

From A to B

About

From A to B is a podcast and newsletter about all things experimentation, conversion rate optimization (CRO), and digital marketing strategy. Created and hosted by Shiva Manjunath, a Senior Web Product Manager focused on CRO, the show features "conversations with interesting people across the digital marketing spectrum."

There's a better way to do CRO.

It's happening right now across agencies, consultancies, and independent practitioners who've decided that manipulating people isn't the answer.
We're collecting the best thinking from this community blogs, videos, podcasts, research, frameworks in one place.

Whether it's deep dives into statistical methodology, critiques of dark patterns, case studies proving ethical approaches work, or conversations about what's actually possible when you optimise for users instead of against them.

This is a library built by people who care about the web being better. If you're doing this work, we'd like to feature you.