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This is the story of how we made a change to the Basecamp.com site that ended up costing us millions of dollars, how we found our way back from that, and what we learned in the process.

  • MB

    Morgan Brown

    about 2 years ago #

    This a great share @rsobers. A couple of things stood out to me.

    1) the guys at 37signals are frequently venerated for testing their designs. They didn't test this one due to brand and bandwidth constraints and they thought they knew what they were doing. It's a good reminder that no one does, even the experts.

    2) Tempo not only is about speed, but it's about focus. I find this part so revealing, and I'm sure many marketers can relate to the lack of resources and testing available or leveraged on key marketing pages in many orgs:

    "We conducted only 1/3rd as many A/B tests in 2014 as the year before, and made significantly fewer commits to the marketing site’s repository. This all helps to explain why we were so slow to act: with no ongoing project working on the marketing site, we just weren’t spending any time thinking or talking about it."

  • EK

    Eyal Katz

    about 2 years ago #

    I think the most important thing to remember when getting into a/b testing is to have patience. Results take time.

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