I believe there will be plenty more stories like this coming out and landing well. Some of the testing I've managed hasn't helped end-to-end conversion rate _at

I believe there will be plenty more stories like this coming out and landing well. Some of the testing I've managed hasn't helped end-to-end conversion rate _at all_ and did nothing short-term results even when it looked great at first glance. I feel pretty jaded about "performance marketing" and "growth marketing" at this point. There are legitimate growth marketers out there but it's become a cop out for The Hard Things in marketing. Essentially, it's become really easy to get leads for cheap and incredibly expensive to get them to convert. The question becomes, which master do you serve? I think marketing leaders need to delicately balance the KPIs with the vision of the company or product. In High Output Management, Andy Grove talked about negative indicators for KPIs as well (forgive me, don't have book within reach). I don't think any time gets spent on that in my network. Granted, it is hard to do with small teams and you might say it's the wrong thing to focus on for small teams. Eventually, you reach the point where the numbers look too good to be true and they usually are--meaning you won't convert these people because they're not ready to buy what you're selling. They're just ready to get the free info you're offering them in two clicks of their time. I appreciate the candidness about failure even if it wasn't detailed. Can't wait for more similar stories.