💡Conversion: Bigger numbers are not always better

A recent A/B test from Linkedin

Hello Friends 👋🏾,

Whether you are a founder, product manager or builder, it is easy to fall into the fallacy that bigger is always better.

This recent A/B test from Linkedin shows otherwise

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💡 Experiment: Linkedin Resubscribe to Premium offer

Goal: Linkedin wanted to increase its conversion of Free to Paid users.

Context: Linkedin premium has multiple benefits (Profile views, inMail, job insights). Linkedin ran a copy test for different value propositions.

Experiment:

The control arm won: an X2 in the time it takes to get hired was more appealing to Linkedin users than an X6 increase in profile views.

Bigger numbers are not always better, especially if it means using a weaker value proposition as a hook.
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Remember, acquiring your first 1000 customers is like making a perfect pancake: you've got to flip through a lot of messy experiments before you find the golden recipe. So, keep running those tests, and soon enough, you'll be serving up a delicious customer base that can't wait for seconds! 🥞😄

Talk soon,

Ali Abouelatta