My A/B tests were lying to me.

Hey there,

You just ran a test with three changes at once. The new version won.

But which change made the difference?

Exactly, you can’t tell. Neither can I. 

You're about to rebuild your paywall around something that might've been the worst change of the three.

Split testing has 1 rule: 

One variable per test. 

First you change the headline, then the price, then the visual. One result at a time.

Yes, it’s slower. But each result is real, and the wins build instead of canceling out.

It clicked for me when I ran a push notification split test.

I had a "wait don't give up" notification firing when users tried to cancel their trial. 

First version tanked, so I tested it properly: copy first, then timing, then the offer inside it.

By the time I was done, I knew exactly which line, which delay, and which incentive was converting.

The next save flow I built, I started from proven pieces instead of from zero.

If I'd changed all three at once, I'd have ended up with a notification that "worked" and zero understanding of why.

A win you can't explain is luck. 

So pick one thing and test it clean.

This is boring but it gives you concrete test results.

Get my boring but effective split testing system and scale past $10k MRR.

Peace,
Steven