Running Experiments

Metrics description results

How can we entice people to register and/or share?

watch_you : Watch us experiment on you join
dashboard : See the Lean Startup dashboard join
Free Stuff : Free Stuff!! join
metrics : Get access to our metrics join
watch_others : See how people behave on this site join

cohort_tracking results

Tracks users by the week in which they first visited the site.

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Finished Experiments

Book Covers 6/16 results

Trying variations on the cover from the publisher.

blue - Blue Zen!
red - Red Zen!
purple - Purple zen

Book Covers 6/13 results

Trying variations on the cover from the publisher.

red2 - Orange Zen!
purple - Purple zen
actual_red - Red Zen!
blue - Blue Zen!

Book Covers 5/13 results

Trying variations on the cover from the publisher.

purple - Purple zen
yellow - Yellow Pop!
red - Red!
red2 - Second Red!

Book Covers results

Trying variations on the cover.

purple - Purple zen
red - Red alert

Ask them to donate a copy results

Sometimes a hippie tax works.

ask
no

Upsell the e-book results

Try to sell them some bits.

no upsell
upsell

Book Subtitles Head to Head results

Another try at subtitles.

the_radical - The Radical New Approach Savvy Entrepreneurs use to Unleash Creativity, Work Smarter and Get Products to Market Sooner
continuous_innovation - How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses

Clean Checkout results

Remove text from the checkout page to see how it effects users. Is it distracting?

text
none

Book Subtitles results

Another try at subtitles.

the_successful - The Successful Entrepreneur's Approach to Continuous Innovation
the_movement - The Movement That is Transforming How New Products Are Built and Launched
the_radical - The Radical New Approach Savvy Entrepreneurs use to Unleash Creativity, Work Smarter and Get Products to Market Sooner
continuous_innovation - How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses

Experimenter Access Description results

Explanation of the offer of experiment data with pre-order.

learning process - We are continually trying to improve this site by observing key behavior and running experiments. We'd like to invite anyone who pre-orders the book to see this learning in progress.
no - Anyone who pre-orders the book will get access to our experimentation dashboard. Come look behind the certain and see how we're using data to make this site better.

Experiment Access results

Offer the visitor access to this data in the hopes that will make them more likely to buy.

yes - Offer of access
no - No offer

book_subtitles results

Test the subtitles and reading lines provided by Crown, as well as our winning tagline.

the_radical - The Radical New Approach Savvy Entrepreneurs use to Unleash Creativity, Work Smarter and Get Products to Market Sooner
the_breakthrough - The Breakthrough Approach to Continuous Innovation That is Sweeping the Business World
how_savvy - How Savvy Entrepreneurs Unleash Creativity, Work Smarter and Get Successful Products to Market Sooner
the_movement - The Movement That is Transforming How New Products Are Built and Launched
the_successful - The Successful Entrepreneur's Approach to Continuous Innovation
paying_customers - Design your business to quickly find a successful product strategy and paying customers.
how_smart - How Smart Entrepreneurs Use Continuous Innovation to Create Radically Successful Products

header results

Test page h1

preorder - Now available for pre-order
the_lean_startup - The Lean Startup

about_author results

Test how different size images of Eric effect behavior.

BIG_eric
small_eric

principle_graphic results

Test variations of the principles that include more or less information and/or a shiny graphic.

text - Principle blurbs only
image - Principle blurbs and build-measure-learn image
with_more - Principle blurbs and build-measure-learn image, and link to full pages expanding on each concept.

info_order results

Test how order of information effects user behavior. Is information about the author or the content more important?

principles_author - Principles then author information
author_principles - Author then principles

share_flow results

Testing whether causing the user to oauth before sharing performs better than using tweet/like buttons. The latter is quicker and raises fewer questions regarding profile/tweet spam, but doesn't allow us to personalize the landing page for the visitor's friends.

login - Force login
click - Tweet/Like buttons

book_tagline results

Test various messages (as taglines/subtitles) to determine what visitors care more about, e.g. paying customers, risk, scientific approaches to business, etc.

minimize_risk - The Lean Startup minimizes the risks associated with starting a new business by maximizing customer-centered product development and learning.
paying_customers - Design your business to quickly find a successful product strategy and paying customers.
fast_evolution - Create rapid prototypes, test market assumptions, and maximize customer feedback to evolve businesses faster.

include_principles results

Test the effect of including snippets of content from the book vs a simpler design focussed on the preorder call to action.

without
with

visual_design results

Test of the new purple design against the original teal.

purple
teal
purple_dejavu

book_price results

Test whether visitors are price sensitive.

30
26
25

share_call_to_action results

Testing which default share messages cause more users to share.

you_can_preorder - Preorders now available for 'The Lean Startup' Book
ries_quote - "In a startup, both the problem and solution are unknown." - Eric Ries
blank - Blank
publishing industry - The Lean Startup's Ries takes on the publishing industry
i_preordered - I just preordered The Lean Startup Book
current_users_quote - Used only for referred users, try getting them to reshare a message that by definition was effective

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