'ab Testing' Articles — Atticus Li

Atticus Li

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'ab Testing'

Articles exploring 'ab-testing' through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.

2 articles

'experimentation' Apr 9, 2026 13 min read

Enrollment Flow Optimization: 5 Real Experiments That Generated $1M+ in Annual Revenue

Atticus Li shares five real enrollment flow A/B tests from NRG Energy that collectively projected over $1M in annual revenue — with exact metrics, behavioral mechanisms, and the decision frameworks behind each test.

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'ab-testing' Apr 9, 2026 13 min read

Why Most A/B Tests Fail (And How to Fix Your Experimentation Program)

Most A/B tests fail because the process is broken, not because the ideas are bad. Five failure modes that kill experimentation programs, and the consultant mindset that fixes them.

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