Strategy

There’s no disputing that A/B testing can be a fruitful way for companies to determine which design and language leads customers act. But after a recent study we conducted about test complexity, we learned something surprising: Complex tests are no more or less likely to win than easy ones.

One of the cornerstones at CROmetrics is rapid iteration. We work hard to get our clients quality results as quickly as possible. In this process, as with any venture, there are always challenges and roadblocks to be understood and resolved. As a designer, it pains me to admit that a consistent roadblock we've encountered is pushback from designers.

So you want to start A/B testing your site. OK, great! But where do you begin?

Most experts (including us) will advise you to look to best practices and go after “low-hanging fruit” first. That's great advice, but you'll soon find out that some best practices are ... better than others. And, not all low-hanging fruit is worth picking.

Recently someone asked a question on Quora about whether there were any specific, granular examples of where a growth expert helped a startup increase revenue significantly after subtracting their costs.  Having just prepared a summary for DODOcase about our work over the past year, I gave an in-depth answer as it illustrates what CROmetrics does has benefits far beyond the outcome of any one A/B test.

“It’s a numbers game.”

You hear it in sports, you hear it in sales, and these days, you hear it a lot in social media. While these examples may indeed be run by the numbers, when it comes to optimizing your business, "it's a numbers game" takes on a whole new meaning.

In The Wizard of Oz, the people living in Oz have never actually seen the Wizard. Yet he affects everything about how the city is run. Minus the Wizard, Oz would be a colorless town, not a destination that transforms lives.

Optimization is like Oz. It's a high ROI item with a definite, measurable return. You don't see it, but without it, your customer funnels will decline over time because you'll have no compelling competitive advantage: content, design and flow that stamp your website as unique, just like your product or service.

Unless you're analytical by nature, dealing with business metrics may seem mind-numbingly mundane or induce hair-pulling frustration. How much more exciting to focus on branding, business development, new products in the pipeline...

Yet the numbers tell the story. Knowing your metrics means understanding your business.

Looking to hire a Growth Hacker? We created a job description we’ve used to help others hire this position. You’re welcome to use it as-is or alter it to your company’s needs to hire your very own Growth Hacker or build a team.