It’s more than running A/B tests.
It’s more than white lab coats.
More than reaching statistical significance.
It’s a state of mind. A worldview where you’re willing to fail.
A way of thinking that challenges the way you run your business. Experimentation means you’re willing to start from scratch and learn exactly what your customers want.
It trades everything you thought to be true for things you know to be true.
It never stops.
And it’s the only sustainable way to grow.
When a fruit shop owner is looking for somewhere to lease, they consider the positioning of the shop and how many people walk past each day.
The theory is that the more people walk past, the more exposure the shop receives and thereby the probability that someone will walk inside and purchase something.
Notice how many steps there are in that process?
At least five opportunities for a lead to disappear.
It’s the same for a website, app, service, experience or relationship.
Making people aware you exist is only the first challenge. The rest of the purchase journey, or funnel in e-commerce terms, is just as at risk of leakage.
On the flip side, understanding where things go wrong at each of these steps presents a significant opportunity to improve your business.
Foot traffic, visitors, website visits and app downloads are only the beginning of the interaction. The rest is equally, if not more important.