Love the case study and the approach!

What I’d love to hear more about, though, is the thinking behind determining the hypotheses for the initial different LPs (which is where I spend most of my time) - especially the visually different vs different messaging part.

@Ekaterina_Howard It’s pretty awesome, right?! What makes Smart Traffic such a great tool, is that you can play around with visuals (stock photos vs. real photos), messages, CTAs, button colors—everything! So in the end the *hypothesis* doesn’t matter as much, which is definitely a different way of thinking, especially for us marketers. I’d love to hear your thoughts if you experiment with Smart Traffic to hear what you find works for you!

That certainly is different. My next question would be about traffic volume - if you’re testing everything, the traffic volume would have to be pretty big, correct?

@Ekaterina_Howard that’s actually the fun part—Smart Traffic works with as little as 50 site visits! Traditional testing needs time and statistical significance, which is why it can be a super slow process. Smart Traffic, is instead an optimizing tool rather than a formal testing tool. In the example above, Christian uses the tool in a way to act as a guiding light, which works for him since he speaks to such a niche audience. In most cases, Smart Traffic is rather a way to speak to the multitude of needs of your audience, since it sends visitors to the variant where they’re most likely to convert. 

The old-school way of thinking is that either option A, or option B is correct. This way of thinking brings relevance into the game—some visitors want option A, others want option B—there’s no bad option when people get what they want/like, right?