Tal Raviv: recommendation

Transcript context

…Let's do it. Let's get into it. Let's get real. I'll say this, twice I've wasted an entire quarter of a growth team's time because of my poor use of user research. First time, I can look back, and after 12 failed A-B tests ... 12 failed A-B tests set us on the right path and got us to revisit our hypothesis, but if I had only spent more time with the customer, and this was the kind of A-B testing that people say, "No, you can't do user research. You can't ask somebody how a button's going to affect their purchasing." But if I had spent time with the customer to just understand who they are, what motivates them, how they got there, why they're paying, all that stuff, I would understand that not every checkout process is the same psychology as Groupon or Amazon or Booking.com. So, the things that work on those sites work not just because people are the same everywhere, but they work because people are in the same mindset. For Groupon, for example, Amazon is different, Booking.com is different, and what you're working on, why people are buying in this situation that I was in was so different. They had so much motivation over such a long period of time. They had constant reminders naturally in their lives that they were happy to get and the things that didn't work were all the things that worked that Groupon and Booking and Amazon, all these e-commerce sites did, those were not relevant. And we tried all those things and they fell flat. The moment we realized that, and it clicked for us, all these A-B tests that should have printed money, did nothing. Once we realized that, then we really started to increase conversion and it was a super successful team. But man, I look back and if I just used more qualitative research, even though it was an area that traditionally you don't use qualitative research, I could have saved so much time. It's also a great reminder of just not assuming wins that work at another company will win for you, which I think everyone's like, "Yeah, I know that." But I think people don't know that. I think they often, "Oh, look at this. Amazon's killing it with this feature. If we add it, we're going to win so hard." And so this is a great reminder. Don't just take stories from others. This is something [inaudible 01:00:54] actually talks about a lot is don't take stories from other companies as gospel. You're a company. There's so many things that are not the same. Awesome. What else else do you got?…

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