Digging Deeper on Inconclusive Tests

Quotes from the podcast

• “We just couldn’t figure out why this didn’t work. We’ve done this type of experiment with other companies wanting to highlight Why this brand? and so often that’s really compelling for people.”
• “It wasn’t the wrong idea. It was just the wrong execution.”
• “It was really kind of nagging on us. Why did people not respond to this piece of content that is so often motivating other contexts? So what we thought was, let’s do some usability testing.”
• “They said it was vague. They basically were like, So what? … and we got this feedback consistently, no matter how we presented it, whether it was desktop or mobile.”
• “It was a real challenge for [the client]. They had to go back to the drawing board and rethink their value proposition.”
• “I think what optimization is all about is being open to challenging what a good idea is.”

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Experiment Zone