Hello and welcome to another episode of hashtag growth.

I am your host, Matt Pilate, the guy with a beard.

Although by the time this episode airs, the beard will probably be gone because I mostly

grow it out as a winter coat type thing to keep me warm on my walks to the office from home.

But as soon as it starts getting warmer, I buzz the whole thing off. So anyway, I digress.

Today I want to talk about two different ways to approach changes or experimentation.

And the two different ways are bite-sized changes or big swings.

So let's take this in the frame of an example.

So let's say you want to improve the conversion rate of your homepage.

And so you can make a bite size change, and you could change

the CTA on the page to say, get started, whereas it used to say sign up for free. Right. So you can

make that change. It's an incremental change. And at the end of the experiment, you'll really

easily be able to point back to it and say, this number moved because we changed this copy, right?

You can isolate perfectly what the thing was that changed.

What your other option is is to do what I call big swing.

So this is much more of an overhaul.

So instead of changing the CTA on the homepage, you change basically everything, right?

You change all the variables.

You design a completely new page.

You have a different headline, different CTAs, different colors, all that stuff.

And at the end of it, it gets a little bit harder to isolate exactly what it was that made

the difference.

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