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The Wishpond growth team is made up of a bunch of great and ballsy people.

At the beginning of each month we have a brainstorming session dedicated to growing Wishpond's new revenue. We sit down in the boardroom and come up with ideas, write them on the whiteboard and then run an ICE evaluation of those ideas.

Nothing particularly innovative there.

The difference between this meeting and those I've attended at other companies is that we don't mess around with low-impact tests. We change prices. We overhaul design. We change the flow of our website and the flow of our conversion funnel. And we do it every single month.

Unless you know what you're doing, this kind of growth marketing can bite you in the ass.

This guide breaks down the exact process we use to run calculated, high-risk, high-impact conversion tests.

  • SS

    scott sharp

    9 days ago #

    It's good to see this approach documented. I think there tends to be too much emphasis on "scientific" testing, where you methodically make small changes so you know specifically what impact each change makes. However, most businesses care more about revenue that have statistically valid, scientific knowledge of their audience behavior. We only have so many visitors to test and I view the incremental A/B testing approach to be a luxury afforded to giants like Google and Amazon, not something that's a good use of time for medium-sized and smaller businesses. Each A/B test has an opportunity cost, so use them wisely!

    • JS

      James Scherer

      8 days ago #

      Totally with you on that Scott. Although we are lucky enough to have high traffic to a lot of our pages, so many businesses don't. And, for them, best practice testing and small UX changes just don't cut it. Thanks for reading man!

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