That's what you can do with marginal gains
In 1997, British track cycling was struggling.
By the 2000 Olympics, they had just one gold medal.
No British rider had ever won the Tour de France since 1903.
Winning the Tour within five years of Team Sky’s creation seemed laughable.
But Dave Brailsford had a different plan.
He didn’t rely on big, sweeping changes.
Instead, he focused on marginal gains—tiny improvements that would add up over time.
His philosophy was simple: break performance into small parts. Improve each one.
The result?
A massive competitive edge.
No detail was too small:
? Riders slept on identical mattresses for better sleep.
? Hotel rooms were deep-cleaned to reduce infections.
? Clothes were washed with skin-friendly detergent for comfort.
? A wind tunnel fine-tuned bike aerodynamics.
? Data tracked every physiological detail for optimized training.
Each tweak seemed insignificant. But together, they changed everything.
By 2008, Britain dominated the Beijing Olympics with eight gold medals.
In 2012, they did it again in London.
That same year, Bradley Wiggins became the first British Tour de France champion—two years ahead of schedule.
A year later, Chris Froome won too.
Small, data-driven optimizations led to historic victories.
The same principle applies to your eCommerce conversion rate.
Tiny improvements, stacked together, can unlock massive growth.
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