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PM Atlas 1,782 notes · updated Oct 8Search

Framework · 3 notes · discussed by Archie Abrams, Timothy Davis, Yuriy Timen

Incrementality Testing

Every note in the archive that names Incrementality Testing: summaries, key takeaways and links to the original essays, episodes and posts. Ask a question below to get a cited answer from just these notes’ authors.

Lenny’s Podcast94 min

Breaking the rules of growth: Why Shopify bans KPIs, optimizes for churn, prioritizes intuition, and builds toward a 100-year vision

Archie Abrams · Nov 7, 2024

Key learnings

Optimize for the absolute number of people reaching each funnel stage, not local conversion rates, since rate-chasing teams often…
Judge growth by the total long-term value of a merchant cohort (cumulative GMV over several years) rather than per-merchant or…
Keep long-term holdouts and revisit experiments at 3, 6, 12, and 24 months, because many short-term wins fade and some neutral…

Lenny’s Podcast74 min

How to grow a subscription business

Yuriy Timen · Sep 1, 2022

Key learnings

Give every channel a real test before judging it; many teams wrongly conclude YouTube or other tactics don't work because they…
Virality works best when the product has inherent network effects, where utility grows with more users, rather than trying to…
Treat SEO as a 3-month time-boxed experiment, favoring angles with a unique editorial, programmatic, or data advantage, and buy a…

Lenny’s Podcast124 min

The ultimate guide to performance marketing

Timothy Davis · Jul 28, 2024

Key learnings

Paid acquisition suits most businesses because paid search is user-driven, so start by checking where users already find you and…
Run small signs-of-life tests first, starting with your own customer data for lookalike audiences at a 1% match, before…
Don't copy winning creative across platforms; user mindset and behavior differ, so adapt messaging for each platform.