Hick's Law and Navigation Design: The Hidden Cost of Every Menu Item
Hick's Law proves that reaction time increases logarithmically with the number of choices, making every additional navigation item a measurable tax on user…
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Make Growth Decisions
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Know what to test, when to trust the result, and what to do next. Practical guides for analysts, growth teams, and founders.
Status Quo Bias: Why Default Settings Are Your Most Powerful Conversion Tool
Status quo bias makes default settings extraordinarily sticky, turning choice architecture into a conversion lever where opt-out consistently outperforms…
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The Peak-End Rule in User Onboarding: Why Last Impressions Matter More Than First
Kahneman's peak-end rule shows that users judge onboarding experiences by their most intense moment and their final moment, not by the average quality of…
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The Endowment Effect in Free Trials: Why Users Overvalue What They Already Have
The endowment effect explains why free trial users develop irrational attachment to features they've used, making trial-to-paid conversion a function of…
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Fitts's Law and Button Placement: The Physics of Click-Through Rates
Fitts's Law reveals that click-through rates are governed by the physics of motor behavior, where button size and distance from the cursor mathematically…
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The Paradox of Choice in SaaS Pricing: Why More Options Drive Fewer Conversions
Schwartz's paradox of choice reveals why adding more pricing tiers to your SaaS product actually reduces conversion rates, and how understanding maximizers…
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Marketing vs. CRO Testing Conflicts
A data-backed framework from 97 real experiments to resolve marketing-CRO testing conflicts.
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The Practitioner's Guide to Mobile Form Simplification: How Removing Copy Lifted Conversions 15-20%
A step-by-step breakdown of how simplifying a mobile modal by removing explanatory text produced a 15-20% conversion lift, with a reusable framework for…
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When More Pricing Information Backfires: What a Failed A/B Test Taught Me About Choice Overload
A deep analysis of why showing all price points on product cards decreased conversions by 5-10%, and what the paradox of choice teaches us about pricing page design.
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Same Principle, Different Execution: Why Your A/B Test Variant Failed
Here's something that doesn't get talked about enough in the experimentation world: the idea isn't what wins. The execution is.
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Stop Adding Urgency Timers to Your Checkout (The Data Says You're Wrong)
We tested adding a rate-lock countdown timer to checkout and conversions dropped 3%. Here's why manufactured urgency backfires and what to do instead.
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Choice Architecture: The Invisible Hand Guiding Your Users to Convert
In 2008, Thaler and Sunstein introduced choice architecture in Nudge. The premise was simple: the way choices are presented fundamentally shapes decisions.
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The Completion Bias: Why Progress Bars Convert Better Than Promises
A real A/B test reveals how the Completion Bias drives a 5% conversion lift.
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How to Systematically Reduce Customer Acquisition Cost (CAC)
A step-by-step, experiment-driven framework to lower CAC by improving acquisition efficiency, fixing funnel leaks, and increasing customer lifetime value.
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The Expected Value Framework For Choosing What To Test Next
When my experiment backlog gets long, my decision quality drops fast. Everything looks “important,” every stakeholder has a favorite, and the loudest idea…
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How to Choose Experiment Guardrails That Protect Revenue and Trust
Most teams don’t get burned by a bad idea, they get burned by a good idea with hidden damage. That’s why experiment guardrails matter.
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How To Build An Experiment Roadmap Tied To Revenue
If you’re a product manager and your experiment roadmap isn’t tied to revenue growth, it turns into a list of “interesting” tests that never earn their keep.
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How To Pick One North Star Metric For Experiments
If your team runs experimentation, you already know the ugly part: the results meeting turns into a debate about which metric “matters.” Someone points at…
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Experiment Repository Search That Works
If your experiment backlog is full but your learning feels thin, it’s usually not a testing problem. It’s a memory problem.
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Experiment ID systems that scale
If your team runs enough tests, you eventually hit the same frustrating problem: two “Checkout CTA” experiments, three different names, and nobody can tell…
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Experiment repository workflow states that prevent “stuck” tests
If your experimentation program feels busy but not productive, the problem often isn’t idea volume. It’s flow.
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How to migrate A/B test history from Notion to a real experiment library (mapping, cleanup, and redirects)
If your A/B test history lives in Notion, you’ve probably felt the pain. Tests get logged, but results are hard to compare. Metrics drift. People rename fields.
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Experiment repository permissions that work
If your team runs a lot of experiments, you’ve felt the pain: the results live in someone’s spreadsheet, the “why” is buried in a Jira ticket, and the final…
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Experiment Library Taxonomy for CRO Teams
If a new PM asks, “Have we tested trust badges in checkout?”, the answer shouldn’t be a 30-minute Slack archaeology session.
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