In this interview, we have a chat with a customer acquisition expert who has been involved with startups since the late 1990s. He shares his experiences from the early days of online advertising, where getting access to data and analyzing it was a very manual and time-consuming process. He then talks about his time at Meetup.com, where he helped launch the company and made its first $14 of revenue. He eventually went on to start his own company, Do What Works, which aims to help businesses optimize their online customer acquisition strategies by leveraging data and experiments.
Where to reach our guest:
LinkedIn : linkedin.com/in/glusman
- Context matters in experimentation, and patterns that emerge tend to be sector-specific.
- Many common experiments, such as changing button colors or using QR codes for customer acquisition, almost never move the needle and are a waste of time and resources.
- Focusing on high-traffic or high-importance pages, also known as golden pages, can have a disproportionate impact on results.
- Finding the right aperture for experimentation is key – not too narrow or too broad – and focusing on the building blocks of essential user experiences is important.
- Using winning experiments as building blocks can save time and resources by avoiding the need to test every single pixel.
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