A five-minute visual explanation of one marketing experiment

This is a sample entry that shows how a piece looks. It will be replaced by a real one.

This video has not been made yet. When it is published, its link will be added here and the full experiment will remain the source to read.

What the video will cover

In about five minutes, the video will explain one experiment from the Lab: whether rewriting a landing page around customer objections improves qualified enquiries. It is meant for people who would not read the full write-up but want to understand the idea and decide whether it applies to them.

1. The question. Why pages often answer the questions the business wants asked rather than the ones buyers have.
2. How the objections were found. Enquiry and call notes, grouped in the customers’ own words.
3. What changed on the page. A before-and-after view of the headline and the order of sections.
4. What the evidence shows. The results as they stand when the video is recorded, including whether they are inconclusive.
5. The limits. Why a before-and-after comparison on a small business page cannot prove cause, and what the next test would be.

How it relates to the source

The video repackages the experiment for a different format; it does not replace it. Figures shown on screen will match the experiment page, and anything not yet measured will be shown as not yet measured.