Stop me if this doesn’t sound familiar…
Step #1: You found a leak on a certain page in the funnel that needs fixing.
Step #2: You think to yourself: “Let’s see what best practices on blogs suggest on fixing this issue. Turns out, blog posts say yellow buttons work 10X times better than green. (…or any other random “best practice” articles that promise a 500% uplift in one day)
Step #3: You spend tons of hours creating the new variation, getting many team members involved and spend a lot of resources launching that test.
Step #4: Results come in: You have no idea why that didn’t work. OR, it worked… kind of.. You got a small uplift but have no idea why or what to do next.
Step #5: Rinse and repeat.