Strategy

Explore my latest thoughts, ideas, and insights

strategy (9)

Why you need to rotate control groups

Like squeezing an orange repeatedly, hitting the same audience eventually depletes conversion potential. Here's the full analysis...

2.5% conversion lift sounds great until you see the 3.5% increase in subscription cancellations. Here is my analysis...

A/B testing has diminishing returns. Once you've optimized every button color and headline, what's next?

How do you know if your marketing actually caused those conversions, or if they would have happened anyway?

Most apps ask for push permissions once and fail. Smart apps use soft prompts, provisional push, and strategic timing to maximize opt-ins.