The only two elements you can affect are:
- The quality of your hypotheses, and
- How quickly you test them and act on the results
Aim to improve these two elements.
To improve hypotheses:
- Talk to your customersTalk to your customers
Learn what's unique about your customers:
If you don't know what motivates your customers, you have to find out
If you don't understand your customer's buying process, make that you... - Remember that Cosmetic changes don't matterCosmetic changes don't matter
In ecommerce, minor styling changes can have a measurable impact on shopper behavior.
But B2B decisions are much higher consideration, and this type of change is unlikely to influence your potenti... - Don't test everythingDon't test everything
- Start with the offerStart with the offer
The Offer, and the way you frame it, is probably the highest-leverage element of your site or funnel.
Changing the offer itself is one way to Take big swings early on. Once you settle on t... - Measure the full sales funnelMeasure the full sales funnel
To improve how quickly you test and act on them:
- Decouple experimentation from product developmentDecouple experimentation from product development
Your product development process is optimized for shipping a reliable, polished experience to users.
But experimentation requires you to Explore before you refine and Take big swings early o... - Run only as many variants as the hypothesis requiresRun only as many variants as the hypothesis requires
If it's possible to test a hypothesis with a single variant, don't test additional variants.
Running fewer variants lowers your Minimum Detectable Effect and simplifies implementation and QA.
... - Focus on systems, not hacksFocus on systems, not hacks
It takes robust processes to Scale wins across the entire organization.