Brian Massey, founder of Conversion Sciences, joins Craig Andrews to unpack the power of leadership through rigorous experimentation. Known as the "Conversion Scientist," Brian has spent over 15 years transforming how businesses approach their websites—moving from guesswork to data-backed results.

In this conversation, Brian breaks down why most companies treat their websites like static brochures and how that mindset kills performance. He explains his framework for the five types of websites and why identifying your type is the first leadership step in digital strategy.

Brian also dives into A/B testing, revealing why it’s not just about increasing conversions—it’s about creating a culture of learning and humility. He shares costly redesign failures from major brands and why launching a new website without testing is one of the riskiest moves a leader can make.

Finally, Brian reflects on how AI is reshaping marketing and what leaders must do to stay ahead.

Want to learn more about Brian Massey's work? Check out their website at https://conversionsciences.com.

Connect with Brian Massey on LinkedIn at https://linkedin.com/in/bmassey.

Think you'd be a great guest on the show? Apply at https://podcast.allies4me.com/podcast-guest/.

Want to learn more about Craig Andrew's work at allies4me? Check out his website at https://allies4me.com/.