Are your experiments too safe? In this coffee break episode of The Conversion Podcast, Matt and Steven reveal how to build an experimentation “risk profile” that balances safe, incremental wins with bold bets your competitors are too nervous to run.

You’ll learn why treating your test backlog like an investment portfolio unlocks competitive advantage, how A/B testing acts as your safety net, and real-world examples where high-risk experiments drove massive gains, from Domino’s delivery fees to SaaS free trial removals.

Whether you’re running CRO programs, growth experiments, or digital product tests, this episode shows you how to reduce fear, maximise ROI, and scale with confidence.

When your paid ads promise one thing and your landing page says another, conversions suffer. In this episode of The Conversion Podcast, Matt and James dig into a classic - yet often overlooked - challenge in digital marketing: maintaining a consistent “scent trail” from ad to landing page.

The case study centres on a SaaS brand running heavily paid search campaigns, both branded and non-branded. Their ads emphasised a free trial, but the landing page buried this message at the very bottom. The result? Mismatched expectations and flat conversions, despite expanding the page with more product information and CTAs.

By aligning the landing page headline and CTA with the ad promise, “Start your free trial today”, and reinforcing key points like 14-day trial length, easy setup, and cancellation flexibility, the team achieved a 7% lift in leads.

This episode is a must-listen for performance marketers, growth teams, and product leaders who want to maximise ROI from paid campaigns and ensure messaging alignment drives results.

#paidmedia #saasmarketing #conversionoptimization #digitalmarketing #landingpages #growthmarketing #abtesting #customerjourney #ppc #marketingstrategy #onlinemarketing #performanceadvertising #cx

Sometimes, the “no-brainer” ideas turn out to be… not so smart.
In this episode of The Conversion Podcast, Matt and James break down a fascinating experiment run on KitchenAid’s iconic stand mixers — one that proves why you should never skip testing, even when you’re certain the idea will win. The team merchandised a 90-day money-back guarantee on product and listing pages, expecting to reduce buyer anxiety and boost conversions. Instead? Orders dropped by double digits.

We explore why this happened, the psychology behind it, and how context changes everything when it comes to persuasion tactics. You’ll learn how guarantees can sometimes introduce doubt instead of removing it, why category leaders need different messaging strategies, and how to structure clean, holistic experiments for reliable insights.

If you’ve ever launched a “sure thing” without testing — or almost did — this episode will make you think twice.

#conversionrateoptimization #abtesting #digitalmarketing #experimentdesign #productmanagement #growthmarketing #ecommerce #uxdesign #onlinemarketing #conversionoptimization #customerpsychology #contentstrategy #productpage #marketingstrategy #businessgrowth