Author: Martin P.
Title: Content Marketer
The Experimentation tools and insights you need to fight the good fight!
EP 5: AB Test Solution Spectrum
Yo. Martin P here. Your eXperimental fellow rebel.Are you ready for this week’s framework?This time, we’re talking about your A/B test solutions.Do you A/B test to iterate?Disrupt? Optimize or innovate?Focus on profit or learning ?Talks, reads, and events of the week:
- Gating Content and CRO
- Cognitive Biases in CRO
- Scaling Guide to Online eXperimentation
- The eXperimentation Gap
- CXL Live 2022
Framework of the Week: AB Test Solution Spectrum
Solutions aren't created equal. They sometimes are small tweaks, sometimes they are huge bets. Speero’s Solution Spectrum provides language to help categorize and communicate what types of solutions the team is working on.These are ordinal categories living on these tradeoff spectrums:
- Optimization vs Innovation
- Margin focus vs learning focus
- Friction focus vs Value focus
- Validations vs Moonshots
Ultimately, if you tag your test or research solutions with these categories, you can start to measure a 'test portfolio balance' metric which allows the management of how risky or iterative the program is over time. Mature programs should have a balance of big bets focused on learning and small tweaks focused on optimization and margin gains.Use this Framework to:
- Tag your tests and then measure how many small vs large bets your team is taking which helps to correct if the team is focused too much on quality vs quantity.
- Use to communicate to leadership and other teams what kinds of solutions are being discussed, and what categories of outcomes are intended.
Here's a free Figma template you can download/export. If you don't know how view here.
Talk of the Week: Gating Content
Gating Content for CRO. How much is your content worth? Content gating is good for getting info like names and email addresses from consumers, but it can also be a turnoff for many. Most people won’t share their personal information unless they have to. If you want to generate leads through content gating, you have to offer consumers an enticing reward. In this episode of “It Depends,” Shiva and Paul talk through the pros and cons of content gating and how to create powerful content that’s worth gating. Link.
Reads of the Week
Cognitive Biases Theory Index. An open-ended, still growing Theory Index of cognitive biases that affect CRO. Learn how Baader-Meinhof Phenomenon makes you see things that aren’t there or how Zeigarnik Effect forces you to binge Netflix. Link.
The Experimentation Gap. Microsoft. Netflix. Airbnb. Google. Booking(com). All run 10K+ Experiments every year. The rest? 1-2 Experiments per week with lots of manual effort. Welcome to the experimentation Gap. But... There's still a way to jump over. Explore how in Speero’s LinkedIn post, inspired by Davis Treybig’s blog post—The Experimentation Gap. Original article.
Online Experimentation: Benefits, Operational and Methodological Challenges, and Scaling Guide. The past decade has been marked by a massive scale of A/B tests that were an enormous driver of business innovation. Starting in the tech sector, the practice was adopted by more traditional sectors undergoing digital transformation. Link.
Event of the Week: CXL Live 2022
A combination of B2B Growth Marketing, Demand Generation, and Conversion Optimization. An event where 50% of it is designed for you to meet new people. People with the same problems and goals, and who have already figured them out.
Build live, authentic relationships and drink cocktails with other like-minded people. Conferences are great. But…You don’t go to them to look at the content you can find on YouTube.
When: October 25-26, Austin, Texas
Register where? Here.
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FEEDBACK & COLLABORATION
Hope you have enjoyed this month's The Experimental Revolution. If you have any feedback on the newsletter or would like to collaborate with Speero on thought-leadership content, please contact Martin P. See you next month.
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