by Tulika Kiran | Jun 1, 2026 | Optimization Thinking
Most optimization efforts don’t start out disorganized. In the beginning, there is usually clarity. Teams have a defined set of priorities, a clear focus area, and a sense of what they are trying to improve. Work feels structured, progress is visible, and...
by Tulika Kiran | Jun 1, 2026 | Optimization Thinking
A/B testing is often seen as one of the most reliable ways to improve conversion. Run experiments, measure results, scale what works — in theory, it creates a steady path to growth. Most teams adopt testing with this expectation, believing that more experiments will...
by Tulika Kiran | May 30, 2026 | Optimization Thinking
Most e-commerce teams are not short on effort. They are constantly improving pages, testing variations, refining checkout flows, and launching new ideas. There is no shortage of activity, and in many cases, no shortage of intent either. And yet, conversion often fails...
