Yuriy Timen: commitment

Transcript context

…This episode is brought to you by Eppo. Eppo is a next generation A/B Testing platform built by Airbnb alums for Modern Growth Teams. Companies like Netlify, Contentful, and Cameo rely on Eppo to power their experiments. Wherever you work, running experiments is increasingly essential, but there are no commercial tools that integrate with a modern grow team stack. This leads to waste of time building internal tools or trying to run your experiments through a clunky marketing tool. When I was at Airbnb, one of the things that I love about our experimentation platform was being able to easily slice results by device, by country, and by user stage. Eppo does all that and more. Delivering results quickly, avoiding annoying prolonged analytics cycles and helping you easily get to the root cause of any issue you discover. Eppo lets you go beyond basic click-through metrics and instead you turn north star metrics like activation, retention, subscriptions and payments. Eppo supports test on the front end, the back end, email marketing and even machine learning clients. Check out Eppo at geteppo.com. Geteppo.com and 10X your experiment velocity. This might be too hard to answer in a chat like this, but do you have any guidance for how to know when you've gone far enough? I imagine there's a lot nuance and detail there. Is there anything that you could share? Love the question. It's very thought provoking. I think with some tactics and some channels you can fairly objectively create some test guard rails where it's like, if it's YouTube, we know kind of minimum number of impressions that you got to get. Try two to three creative angles. Here's the click through rates range that you're looking for. If you get within these ranges on these KPIs, keep going. If you don't, abandon. I think that's important to also know that abandonment doesn't mean we will never revisit it again, right? It just means that because every time you're evaluating, the concept of sunk cost. So you have these periodic, I think periods of reevaluation where it's like, "Okay, did we try enough? Is this more art than science frankly." It's like, "What's the incremental lift for us as a team to try to experiment with the next phase of this channel or this tactic? What is the opportunity cost of that? What are the other high profile things that we could be trying?" You were right and save this topic too hard to answer in this format, but I would break things down maybe into two types. There are some channels or tactics where you can objectively figure out som guard rails for when it's showing promise or not, because you can pull benchmarks on good click through rates and things like that. Then there are other tactics where you just have to exercise more judgment outside of benchmarks. Yeah. Yeah. That was actually really valuable and very challenging question to try to summarize quickly so thank you. One more quick question along these lines. So you talked about these three broad ways companies grow. Oftentimes a couple of them work, something I've seen and I'm curious if you agree, usually one is like 80% of your growth and then you layer on a couple more to optimize. Is that what you see?…

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