I used to average about 10 sign-ups per day. But, during a 12-day period, I averaged 2,083 sign-ups per day — a 20,730% growth in sign-ups. My email list for went from 5,000 to 30,000 during that 12-day period. Design for Hackers If I had concentrated on A/B testing, I could have bumped my respectable 9% conversion rate up to 10%. I would have gotten 11 sign-ups per day instead of 10. I did it by NOT A/B testing. maybe To get the same results I got by , I would have had to increase my conversion rate by 20,944%. In other words, I would need to get 19 sign-ups for each visitor. NOT A/B testing Even if I had doubled or tripled my conversion rate through A/B testing, it would have taken me to reach 30,000 subscribers. years What did I do instead of A/B testing? Instead of spending my limited resources coming up with variations, designing and implementing tests, then constantly checking the results of those tests — while running the risk of being — I instead . completely mislead by those results used my mind to come up with something appealing, original, and powerful The thing that grew my subscriber base was . Since then, I’ve numerous other people on using this formula, with similar success. added 10,000 sign-ups with his , Militza Maury added 20,000 sign-ups and landed a book deal with , and turned his into a book that debuted at the top of his Amazon category_._ an email course formula that used a “viral loop” to drive sign-ups advised noah kagan Summer of Marketing How to Become a Morning Person Josh Doody Fearless Salary Negotiation I used my of human behavior to design something that could have never been produced through A/B testing. knowledge If you’re asking The fact that you think that is really the point. You’re tempted to think of your brainpower as an infinite resource: But your brain doesn’t work that way. What does that have to do with NOT A/B testing? Why not do the email course AND A/B test? It’s called . Worse yet, you’re hardwired to be totally unaware of it. Daniel Kahneman calls it the bias. Each thing you choose to concentrate on prevents you from concentrating on some other thing. Opportunity Costs What You See is All There Is I can’t deny that A/B testing, when used correctly, in an organization that truly has the resources, can be a profitable endeavor. More often, it’s individuals or small startups that really can’t afford to be A/B testing, and are prone to being . mislead by the results Instead of wasting your precious on A/B testing, learn to use your point-of-view, your understanding of the world, and your creativity to make something that brings you not just incremental growth — but explosive growth. mental resources Love Your Work. I don’t A/B test a thing for my podcast, It’s just real conversations and lessons about carving out success by your own definition. Start with the interview with Jason Fried , or Subscribe on iTunes .

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