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Work the pyramid from the bottom up When you think of first running price tests, what comes to mind? Adjusting your prices up or down? Maybe testing discount levels? That’s what comes to mind for most of us, but it should be the last thing you test. Most subscription apps...
You’re not just optimizing for Google anymore. Large language models like ChatGPT, Claude, and Gemini are the new gatekeepers of online discovery. These AI-powered search engines often surface answers and shape buyer journeys within their interfaces, but they also direct traffic to websites they deem authoritative. The numbers are hard...
How to optimize your website for long-term buyers One of the most impactful experiments when I was Head of Growth at Heights had nothing to do with optimizing the initial conversion rate. It was all about getting customers to take the brain supplement consistently. It was a simple line of...
How to test, optimize it, and use AI for better performance One of my favourite parts of a Product Detail Page (PDP) is the product image carousel. Not because it’s fancy, but because it’s a small space where you can pack in a huge amount of decision-making support. And unlike...
How to navigate the new rules as a CRO specialist If you've been running Meta ads lately and felt like something shifted—like your targeting suddenly matters less and your creatives matter more—you're not imagining things. Meta's Andromeda update rolled out through 2025, completing its global deployment in October. It's probably...
If you thought the phrase “let’s test that” was loosely thrown around too much with website testing, you probably haven’t seen many paid advertising ‘experiment’ reports. Can you run statistically valid tests in paid advertising platforms? Yes. Should you even bother testing in paid advertising platforms? Yes. (And I’ll help...
