The Friday Concentrate #28: Brussels Sprouts & A/B Testing

I accidentally ran an A/B test this week. It was completely unplanned...and wildly successful.

I was about to roast a batch of brussels sprouts to go with dinner for my wife and I. That's when she asked if we could try covering and lightly steaming half of the brussels.

To which, I responded, "sounds like a fun A/B test!"

She stared at me. Confused.

To which, I corrected my response, "yes, sounds like a great idea."

Note made: don't talk B2B SaaS to your spouse.

Both the steamed brussels sprouts and the roasted brussels sprouts turned out fantastic. Typically in an A/B test, you want one winner and one clear loser. In this case, they were both winners. And that's okay also. We've expanded our repertoire and learned a little along the way.

In marketing, everything feels tough right now. Budgets are shrinking, teams are shrinking, and yes, ... we're all being asked to do more with less.

Our options are to put our head down and keep grinding through it. Or, we can keep testing and find that channel or that campaign that does work in this environment.

This is even more important in the startup space. At its core, the entire startup is a test. The path to Product-Market Fit is filled with testing. Test, evolve, or die.

At The Juice, we're currently running multiple tests. There are two ways I think about the tests we are running:

1. Intrinsic tests: what are the hypotheses or strong convictions that we have that we want to test in the market.
2. Extrinsic tests: what is happening in the market that we need to react to

The tests that we're currently running include (but are not limited to):

• Pricing: we're more flexible than ever with paid trials and even month-to-month options. Want to learn more? Talk to Kate VanLue !
• AI: we're investing in our recommendation engine to improve the relevancy of content recommendations we can make to our members. This is good for them, and good for the brands promoting content on our platform. But it's going to drastically change our product over night. Want to learn more? Talk to Clayton Stobbs !
• Content Summarizations: What length of content do B2B Consumers want? Shorter is better is how it's been described to us. So you can now get less than one minute summaries for all text content on the platform. Want to learn more? Go test it for yourself!

Oh, and one more.

We keep hearing about LinkedIn being successful for content publishing and promotion. So, here I am.

The Friday Concentrate is typically published on our blog. No ego though, if LinkedIn performs better, you better believe you'll start getting your weekly newsletter from The Juice (now AudiencePlus) here.

Always be testing. Always be evolving. Keep growing. Keep going.

Until next time,

Jonathan

A Dash of Data:

Thinking about your next piece of content? Not sure what format to use? We have found that B2B Content Consumers are often trying to solve an acute pain point or complete a project when engaging with content.

For that reason, it's not surprising...

Templates & Toolkits outperform any other content format by a factor of 3.2x

Learn more about what content formats resonate in our State of Gated vs. Ungated Report.

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