🎓 Perform 30%-100% better by A/B testing
🎓 Perform 30%-100% better by A/B testingStartups that continuously A/B test online receive 10% more web page visits in the first months. The boost compounds to a higher performance of 30% to 100% after a yearNew to Ariyh? Join 8,479 evidence-based marketers for 3min practical insights 💡 from scientific research 🎓 to get better marketing results 📈 Links: Job board (🔥 New: jobs posts now cost $0!) - Advertise on Ariyh - 1:1 Consulting Today’s insight is brought to you by… Converted A real person stands on the other side of every transaction. CONVERTED shows you how to win the hearts of the customers who matter most to your business while leaving your competitors to battle over everyone else. Written by Neil Hoyne, Chief Measurement Strategist at Google and Senior Fellow at The Wharton School. Available everywhere on February 22nd from Penguin Random House. Or Want to sponsor Ariyh? Here’s all you need to know. 📝 IntroHow do we know if our attempts at attracting customers and selling are going to work? We can try to apply our previous experience, or wait months, maybe years, to see if our product works. Or we test. Rapidly and continuously. Leading entrepreneurs, VCs, and accelerators have advocated for years that startups should test everything they do, and learn from the results (e.g. The Lean Startup). Are they right? Until now, we didn’t have extensive, solid, scientific data to support that. This Harvard-led study analyzed the performance and level of experimentation of 35,262 start-ups over 4 years. And found the answer. P.S.: Ariyh insights are designed to be among the top ideas you should test. Previous insight: The science of when to post on social media (100+ more insights here) Startups that continuously experiment perform 30% to 100% better after one yearImpacted metrics: Webpage visits 📈 RecommendationImplement a strategy and company-wide culture of continuous A/B experimentation:
🎓 Findings
Hiring? I’ve opened up the job board so that you can now post jobs for $0 (previously priced at $115). Premium postings for extra visibility are available for a small fee. Why? I’d love to see many more jobs from active Ariyh evidence-based marketers, who I know are hiring. The job board is about connecting similar-minded, no BS, data-driven marketers. Let’s put it to work ;) 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeMarket observation (of the performance of 35,262 start-ups, globally, listed on Crunchbase between 2015 and 2019) 📖 ResearchExperimentation and Start-up Performance: Evidence from A/B Testing (January 2022). Management Science. 🏫 Researchers
Remember: This is a new scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. 🔥 Featured hand-picked jobs (now free!)A selection of the best marketing opportunities out there.
View other hand-picked marketing roles, or post your own for $0, on Ariyh’s Job Board. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? It takes me 12+ hours to create each insight. I’d love it if you share it to help Ariyh grow. It takes only 10 seconds :) New to Ariyh? -> Subscribe below or read other 3min marketing insights here |
Older messages
🎓 The science of when to post
Tuesday, February 15, 2022
Post 'virtue' content (eg educational) on social media in the morning for higher engagement. Post 'vice' content (eg entertainment, memes, shopping) towards the evening.
🎓 Praise your competitors
Tuesday, February 1, 2022
Publicly praise competitors (eg on social media) to improve attitudes towards your brand. People will be more likely to buy from you.
🎓 Don’t ask too many questions
Tuesday, January 25, 2022
After 8 similar questions, people's answers start to change and differ more from reality. More questions worsen rather than improve the quality of responses.
🎓 When big discounts backfire
Tuesday, January 18, 2022
Very big discounts (60% off or more) reduced sales on Groupon instead of increasing them. Avoid heavy discounts when it's difficult to verify your product's quality before buying it.
🎓 Extraordinary warranties
Tuesday, January 11, 2022
Exceptionally strong warranties (eg 10 year warranty for a sweater) are a powerful way to signal high quality for unfamiliar brands and boost purchase intentions.
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