Articles exploring Writing through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
6 articles
If stakeholders keep rewriting your experiment doc, it's not because they're picky. It's because your brief doesn't answer the questions they get judged on.
Stakeholder pressure in business strategy doesn't break your metric tree because people are unreasonable. It breaks because the tree isn't tied to a decision anyone is willing to defend. I've been in the room when revenue misses, the board wants answers, and every exec grabs the nearest metric to justify their plan.
Most B2B SaaS onboarding doesn’t fail because the product is hard. It fails because the first screens feel like paperwork. Users hesitate, skip, or bounce, long before they hit the “oh, this is useful” point. That’s where onboarding microcopy earns its keep. A few words can reduce doubt, set a clear
A competitor comparison page is one of the few places on your site where visitors arrive with a shortlist already in mind. They’re not browsing, they’re judging. Your job isn’t to “win the internet,” it’s to help a buying group make a safe decision they can defend in a meeting. That’s why A/B tests
Ever had an A/B test that “won” on Friday and “lost” by Tuesday? That swing is often real variance, but it’s also a sign the team is touching the dials mid-flight. When goals are aggressive and dashboards update in real time, it’s easy to chase a green number. An experiment pre-registration doc fixe
Most SaaS teams already send trial onboarding emails. Few treat that flow as a focused conversion engine. If your inbox journey is an afterthought, you are leaving money on the table. Smart onboarding email ab testing can move trial-to-paid by double digits without more traffic or longer trials. Thi