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Casey Hill is the CMO of DoWhatWorks, a platform that tracks public A/B test data from hundreds of the world's top brands and surfaces what actually wins. In this episode, Casey shares what the data says about some of the most debated website decisions in marketing: logo bars, video heroes, strike-through pricing, exit intent pop-ups, badge walls, and more. He also breaks down the distribution-first content philosophy that drives 30 to 40% of his company's closed enterprise business directly from LinkedIn, and his prediction for where personalized website experiences are heading. This is the episode for any marketer who wants to stop guessing and start backing decisions with real data.

CONNECT WITH CASEY

🌐 Website: https://www.dowhatworks.io/

📰 Newsletter: https://dowhatworks.substack.com/

💼 LinkedIn: https://www.linkedin.com/in/caseyhill/

**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

00:35 - From sales intern to CMO: Casey's full career arc

06:08 - The distribution mindset behind all of Casey's marketing

08:20 - How novelty beats best practices at the top of the funnel

10:11 - The brand-tagging strategy that builds enterprise relationships fast

17:21 - How the Do What Works newsletter fits the content funnel

18:28 - What Do What Works is and how the A/B test database actually works

22:51 - Where websites are heading: AI personalization and the Lovable model

25:11 - Why job function beats industry in persona-based segmentation

35:00 - S through F Tier Website Ranking Game begins

37:25 - Gumroad hero: what the data says

41:01 - Strike-through pricing on SaaS pages: the verdict

43:04 - ProfilePicture.ai: eyebrows, check marks, and social proof mistakes

46:00 - The two A/B test results that shocked Casey most

49:42 - Cosmic pricing page breakdown

53:22 - Exit intent pop-ups: still worth it?

54:54 - G2 and Capterra badge walls: C tier or worse?

56:12 - PostHog: when creative brand makes up for design weaknesses

59:30 - Headshot Pros: how to fail at every hero element at once

TEAM

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

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

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