How to Run Your Growth Team Like a Scientist
Recently, a colleague was telling me about a “successful” experiment they were excited about. They hypothesized that the best time to encourage users to upgrade from a free trial was while they were using a certain common feature.
To test this they put a big button on that page and saw a measurable lift in conversion compared to users who didn’t see the button. Based on this result, they were attempting to drive more free users to that feature.
I asked if they had experimented with putting the same button on other commonly used features, and they hadn’t. They hadn’t controlled for the risk that the lift was simply a result of putting a prominent CTA in front of more users.