VWO Platform

Conversion Rate Optimization Solutions for Revenue Growth

VWO’s end-to-end CRO platform helps brands understand visitor behavior, make observations, build a testing pipeline, execute the tests for statistical results, and engage through new-age channels.

Know More
VWO GDPR Ready Badge
VWO CCPA Ready Badge
VWO G2Crowd Leader Spring Badge
VWO BS 10012 Certification Badge
SOC 2 logo
Follow us and stay on top of everything CRO

Risks of Rushed Tests and Relying on Limited Data – Insights from Jared Brown

5 Min Read

Welcome to the third edition of our “CRO Perspectives: Conversations with Industry Experts” VWO blog series. In this series, we invite some of the brightest minds in conversion rate optimization to share their insights, experiences, and best practices. We aim to offer a wealth of insights for broad learning and application through this initiative. Whether you’re new to CRO or an experienced professional, there’s something here for everyone to learn and apply. 

Feature Image Cro Perspectives Jared Brown

Leader: Jared Brown

Role: CEO at HubStaff

Location: Atlanta, GA

Speaks about:  Usability design • High-performance computing • Rich web applications

Why should you read this interview?

Jared Brown, the CEO of Hubstaff, is a driving force behind the company’s mission to revolutionize workforce analytics and time tracking for distributed teams. With a rich background in development and product design as the former CTO, Jared instills a mission at Hubstaff: to empower companies with comprehensive data on their internal operations to maximize productivity. Leveraging his extensive testing experience, Jared shares invaluable insights on CRO, showcasing how Hubstaff exemplifies the integration of testing to consistently enhance its product offerings. Hubstaff’s story shows how testing can transform the development of SaaS products.

Did you know that Hubstaff found remote employees have deeper focus and fewer interruptions than those working in the office? Their study showed that remote workers spend more time on focused tasks, with 59.48% of their work week dedicated to “focus time”—a block of 30 minutes or more of productive work with minimal distractions. In contrast, in-office teams dedicate only 48.5% of their week to such focused work. These findings suggest that remote work can lead to greater productivity and efficiency. If you’re interested in exploring this topic further, you can check out their detailed report

Driving force in your career journey 

I was fascinated by the history and impact of major software companies like Apple, Microsoft, IBM, and Oracle. This fascination drove me to teach myself programming and eventually led to the foundation of Hubstaff, a time and productivity solution for global teams. What keeps me engaged is the continuous challenge and opportunity to innovate and significantly impact how companies manage their remote, hybrid, and in-house staff effectively.

Memorable A/B test and its outcome 

We had two different scenarios where we were running A/B tests – trying to improve conversions for high-traffic pages in key areas.

When implementing dramatic design changes, we needed to make sure that we were not taking a step back, by regressing our conversions. So the new design needed to perform at least as well as the old design.

Trying To Improve Conversions For High Traffic Pages In Key Areas

A/B testing pitfalls to avoid

A common mistake I’ve observed is not giving tests enough time to run or basing decisions on insufficient data. This can lead to premature conclusions that aren’t statistically significant, potentially steering strategies in the wrong direction. Another pitfall is testing too many variables at once, which can make it difficult to identify which change impacted the results. Businesses should focus on a controlled approach, changing one element at a time for clearer insights.

A common mistake I’ve observed is not giving tests enough time to run or basing decisions on insufficient data.

The future of A/B testing in the age of emerging technologies

Looking ahead, I envision the future of A/B testing to be greatly influenced by AI and Machine Learning. These technologies can process vast amounts of data more efficiently, predict outcomes with higher accuracy, potentially automate parts of the testing process, and allow teams to take action (based on test results) with incredible speed. Imagine getting A/B test results back and implementing changes to an entire campaign on the same day. That level of speed will be essential as consumer behavior accelerates in parallel with the increasing speed of trend cycles.

B Testing To Be Greatly Influenced By Ai And Machine Learning

Advice for early CRO adopters 

My advice is to start small but think big. Focus on understanding your audience deeply and choose one or two key metrics you want to improve. Design your experiments around these metrics and learn from each test, whether it succeeds or fails. Remember, the goal of A/B testing is not just to increase short-term metrics but to gather insights that can drive long-term strategies and innovation. Be patient, be methodical, and let data guide your decisions.

When implementing dramatic design changes, we needed to make sure that we were not taking a step back, by regressing our conversions. So the new design needed to perform at least as well as the old design.

Most liked features of VWO 

For us, the platform needed to be easy to integrate with. VWO had clear and concise documentation, and we didn’t have to go through sales calls to get on and running. Also, it had transparent pricing, and we could know how much we would need to pay once we confirmed that VWO suits our needs. They even had a trial so we could test the product and see if it fit our needs. We only used the redirect A/B tests, and the variant had the same URL as the control with a custom ab parameter. To track the A/B test results, we were using targeted page views and triggering VWO custom goals. Besides this, we were also checking the results via our internal analytics tool because VWO allowed us enough flexibility to use the product according to our needs.

Remember, the goal of A/B testing is not just to increase short-term metrics but to gather insights that can drive long-term strategies and innovation.

Pratyusha Guha
Pratyusha Guha Hi, I’m Pratyusha Guha, associate manager - content marketing at VWO. For the past 5 years, I've written B2B content for various brands. My entry into CRO was through writing content about eCommerce optimization. Currently, I've broadened my expertise to write about conversion optimization across various industries, including SaaS, travel, e-learning, and more. I'm fascinated by user experience, and I enjoy writing content that empathizes with readers and helps them solve challenges. If you'd like to talk about life or just need a non-judgmental ear, I'm here to listen.
More from VWO
Experimentation ROI: How To Think Beyond Uplift

Experimentation ROI: How To Think Beyond Uplift

Ian Freed was devastated. He was at the helm of a product experiment that cost…

Read More
Mani Makkar

Mani Makkar

7 Min Read
Omnichannel Marketing Guide – 5 Tactics For Effective Implementation

Omnichannel Marketing Guide – 5 Tactics For Effective Implementation

Strategic steps to prepare your omnichannel program, and the crucial tactics that can help implement…

Read More
Marouane El Baghati

Marouane El Baghati

8 Min Read
How OTT Platforms Can Use Behavioral Analysis To Boost User Experience

How OTT Platforms Can Use Behavioral Analysis To Boost User Experience

“Keep ’em hooked!” That’s probably the mission statement of every single streaming platform we have…

Read More
Ashley Bhalerao

Ashley Bhalerao

12 Min Read

Scale your A/B testing and experimentation with VWO.

Start Free Trial Request Demo
Shanaz Khan from VWO

Hi, I am Pratyusha from the VWO Research Desk.

Join our community of 10,000+ Marketing, Product & UX Folks today & never miss the latest from the world of experience optimization.

A value for this field is required.

Thank you!

Check your inbox for the confirmation mail