A few years ago, we created an experiment that unlocked 4-million-dollar incremental revenue over a year for one of our subscription clients. Since then, we've replicated this winning formula multiple times driving incremental growth for numerous clients. I wanted to share the six key principles we apply to get there. 1) Address the optimizers' guilty pleasure Optimizers have a natural tendency to build tests to try something new, as opposed to fixing a deep problem users are facing. These novel...