A/B testing (also known as split testing) is the process of comparing two versions of a web page, email, or other marketing assets and measuring the difference in performance.

Think of it like a competition. You’re pitting two versions of your asset against one another to see which comes out on top.

Your champion is a marketing asset — whether it’s a web page, email, Facebook Ad, or something else entirely — that you suspect will perform well or that has performed well in the past. You test it against a challenger, which is a variation on the champion with one element changed.

After your A/B test, you either have a new champion or discover that the first variation performed best. You then create new variations to test against your champion.

Some of my recent favorite helpful guides and graphics:

How to Run Split Tests and Optimize Your Website for Conversions

“Sadly, I’m so business savvy.” — Kanye

The oatmeal is simmering so I’ve got a few moments…

TL;DR: I use T-Mobile Recently, during an in store visit, I got suckered by my own carrier service of choice into spending money that I didn’t have to? (~$200) The experience left me so ticked off that I reviewed some things and realized they may have several employee fueled rackets going? (See below.)

Sadly, they’re getting us to pay for the wall.

Takeaway: a mobile carrier service (likely newly minted over pre-existing) that offers an almost luxury level of seemingly unprecedented privacy (doesn’t internally readily furbish customers’ IMEI numbers anywhere, uses pseudonyms in-store), sophistication of so by way of knowledgeable staff and elevated branding, suiting in-store service.

Think on it: quiet concierge service on leather loungers with cognac served as you wait for your phone to charge in a WiFi clubhouse or to be repaired (something the Right to Repair laws will help open up) available in select global locations — say, Hong Kong airport — offered to carrier service users who pay for the access via their service plan (helpful for non-miles club members who want lounge access while waiting for a flight) and/or a promo partnership using airline points. Think on it.🤳🏽💰 ✈️

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T-MOBILE

I was asked for my pin.

(Their verification link suddenly no longer worked.)

I’m being asked for my pin, on Twitter, via a Support DM by an employee, which, if memory serves, is never supposed to happen this way. The phone number still picks up. Someone is trying to get a free month of service.

A still operation number which picked up both of my calls, first to VM then a second time with 2+ minutes of silence. This, despite the fact that in days prior I’d said yes 2-3 times to confirm I want it shut off.

Refunds

T-Mobile will try and say but we pay that money to the state of CA. This is not true. A $7.50 surcharge is paid to CA. T-Mobile keeps the rest. (Seriously? How on earth do you think the company makes money?)

This lie is also a racket.

I imagine it’s easier to go through your bank and ask them to get it back for you for products and services not delivered?

Despite being talked to as if I’d be refunded in store, in store I am then told store credit only. I am shouted at as I leave. 0/10 ⭐️ That one guy can suck it.

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E-pin

An E-Pin is a charge that can be issued for pin code access to the account by t-mobile. What makes this different from a pin code entered into say, your phone is that customers can basically be charged for a privacy bib (if you will) so that T-MOBILE EMPLOYEES cannot access your account without customers issuing their pin code. You, the customer, are essentially paying for T-Mobile employees to not be able to locate, access, nor phaff with your account info. Unreal.

I simply asked to change the name on the account and was instead told to do this (because the could charge me for it). Where in another store that was done, no problem. This is a total racket.

Oh look, some sign of intelligent life via internal audits.