The Biggest Mistake a Company Can Make

Every visitor arrives on your website for a reason. Is your site getting in the way of users accomplishing their goals?

On the flip side, what is your business objective for bringing them there? Whether you want visitors to complete an opt-in, request a demo, make a purchase, or start a subscription, how do you know you are maximizing the value of their time and attention?

The answer is data and testing:

1. Collect and analyze the right data — both qualitative and quantitative.
2. Use that data to formulate hypotheses about how to improve your site and business model.
3. Run controlled tests (the most frequently skipped step) to verify your hypotheses with real traffic.
4. Implement and iterate based on what the experiment proved.

Applying the Scientific Method to Revenue Growth

The biggest mistake a company can make is failing to collect actionable data and failing to run experiments based on that data. For any business that relies on digital channels, the analytics tools are accessible, the behavioral data is abundant, and modern testing platforms make validation straightforward.

Just like the scientific method, this four-step loop never goes out of style regardless of your company size, growth stage, or industry. Putting a sustainable, ongoing process of experimentation in place is what creates massive, compounding gains across your entire acquisition and conversion funnel:

• Web & product analytics
• Conversion rate optimization (CRO)
• Landing page optimization
• A/B and multivariate testing
• Metrics and Key Performance Indicators (KPIs)
• Purchase & onboarding funnels
• Voice of the Customer research
• Product positioning and software marketing strategy