"Shall we test it?"
Bro. Bro. Bro. Please. Bro.*
Don't test it
That A/B test that you just suggested won't work?
Why?
Because changing the color of that button from blue to light blue will never make a meaningful difference to your company
And if you really admit it part of the reason you're testing is because you have no clue about what to do
Deep down, you're terrified that you're not going to be able to make the growth you need happen
And so you're just trying stuff out so you look like you're doing something
I get it
I've been there
And I don't actually have anything against A/B testing (I'm not even super scientific about it)
But here's one thing I know to be absolutely true:
A painful number of A/B tests are built on hypotheses that contain zero insight about your customer
They're based on "mental models", "decision psychology" and other mastrubatory marketing obsessions
Instead, channel all that fear you're feeling about losing your job or never hitting that exit because of the slow growth rate into something meaningful:
Understanding your customers
(BTW. I regularly send out a zine style newsletter to my list about how to do this! It's unlike anything else you subscribe to. Link's in the comments obvs)
When you get close enough to your customers, you'll learn where the things you're already doing are not landing
You'll learn why they feel no-one in the market gets them
You'll learn what they actually think your product could do in their lives
You'll learn how to not just win a 0.001% increase in conversion rate but a 10% growth
When you get into your customers' heads and hearts and minds, you can take the insight and speak to them in a way that no-one else in the market is speaking to them
No more vague promises
No more meaningless growth hacks
Just connecting at a deep level with the buyer in ways that people in other companies might think is unhinged but make your ICP respond:
"Wow. They get it!"
I just tested saying Bro and can confirm I didn't like it. Won't do again. 1 out of 5 stars.
