Having worked on NASA’s Hubble Space Telescope, when John says, “Conversion is not rocket science,” you can believe him. John spent many years trading on the floor of the Chicago Board of Trade and melds his business and technology background as a sought-after speaker at seminars and conferences in North America and Europe.

John is one of the inventors of Persuasion Architecture, having written multiple books and white papers its technology and marketing topics, and he regularly combats innumeracy among marketers in his wildly popular "Math for Marketers" series. John's 2008 best-seller, "Always Be Testing", written with business partner Bryan Eisenberg, has been the standard reference about implementing online conversion optimization through continuous improvement testing since its release and has been used for the basis of both academic coursework as well as corporate training.

• Keep An Infinite Memory For Your Metrics
• Thinking About Your Negative Metrics
• Continuous Metrics Optimization: I Before E, Except After C
• Treating Your Conversion Symptoms, But Not The Disease
• Polls And Testing: When Is Close No Cigar?
• 8 Ways We Deceive Ourselves With Metrics, Part II
• 8 Ways We Deceive Ourselves With Metrics (And How To Avoid Them), Part I
• The Value Of Nothing
• The Price Of Perfection
• Would You Tip You?
• Measuring The Impact Of Conversion Lift
• If You’re Not A BRAT, You Might Be The Wurst
• Your Desert Island Metric
• Making Millions From Losing Tests (Part 1)
• Metric-ocracy: Less Data, More Insight