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I am Ben Lang an independent web conversion specialist with over 20 years of experience in IT and Digital and 12 years Conversion Rate Optimization (CRO) know-how. I provide a full analysis of your website conversion performance and the execution of tried and tested CRO optimization exercises through AB testing, split testing or MVT (Multivariate testing ) deployed to fix your online conversion issues. Contact me at https://www.benlang.co.uk/ for a day rate or catch up with me on LinkedIn

The HiPPO factor


Just learnt a great new acronym today 'HiPPO' - Highest Paid Person's Opinion.
Never been more apt than when you're doing an optimization exercise on your website
and the 'HiPPO' blows your proposed new design out of the water because they dont like it based upon purely subjective thinking.

Found this on Dave Chaffney's site in an interview with Avinash Kaushik, author of Web Analytics - An Hour A Day.