⚡️ 2026 State of Heathcare Web Report: https://www.report.mmg.studio

Brian Massey has spent eighteen years proving that CRO isn't a small tweak to your homepage headline, it's a discipline. As founder of Conversion Sciences, he's run over 35,000 tests and helped 300+ companies generate more than $1 billion in new revenue. In this episode, Brian explains why most website redesigns lose ground instead of gaining it, why your own traffic is the biggest focus group you'll ever have, and how AI is changing the pace of testing without changing the need for proof. If you've ever launched a "better" site that performed worse, this one will change how you think about every future redesign.

CONNECT WITH BRIAN
🌐 Website: https://conversionsciences.com/
💼 LinkedIn: https://www.linkedin.com/in/bmassey/
📖 Book:

CONNECT WITH ANDY
🌐 Website: https://www.mmgdesign.net/
💼 LinkedIn: https://www.linkedin.com/in/mmgdesign/
📸 Instagram: https://www.instagram.com/mindfulmilligan/

TIMESTAMPS
00:00 - Intro
00:22 - Why nobody understood CRO back in 2007
01:55 - The dot-com crash that led him here
03:34 - The real science behind the lab coat
06:52 - Your website is one giant focus group
10:52 - The right way to personalize a B2B site
12:42 - Business people are still just people
16:14 - Building test tools with Claude and Codex
17:19 - Why ten AI ideas still need a test
22:36 - Does AI make experts more valuable or less
25:25 - What used to take two hours now takes ten minutes
27:13 - The bank teller problem
29:07 - Road bikes, Jung, and quantum physics

TEAM
🎙 Host // Andy Milligan: https://www.linkedin.com/in/mmgdesign/
🎥 Production // MMG Design: https://www.mmgdesign.net/
🤝 Powered by // AMA Columbus: https://amacolumbus.org and our friends at COHATCH (Get 2 free weeks of premium coworking, on us) https://www.cohatch.com/mbd

TEAM

🎙 Host // Andy Milligan: https://www.linkedin.com/in/mmgdesign/

🎥 Production // MMG Design: https://www.mmgdesign.net/