Aye Moah

The point of experiment is, again, to find the truth.

And from those 44 experiments in eight months, we learned a few lessons.

We have 19 successes.

Those are now part of the product, making us Astra 500K of ARR.

10 failures that we learned.

Some of them are like, there is no way this can lose.

And they did.

And 15 currently in flight.

And to make our original goal of 52 experiment in a year, we have eight more to go.

From the lesson, second order effect is really subtle.

And I have this horror story of one of the experiment.

If you look at it in isolation, it was a winner.

We put a download button on one of the help tutorial page.

From the conversion, it looked great.

It was a very good, high traffic, organic SEO tutorial page with no conversion button at the beginning.

We added a conversion button.

We got new free extra installs.

Then Google started penalizing us because we have a button.

So then all our organic SEO traffic went away.

So it went from a page with lots of traffic, no conversion, to page with traffic,