You need to know when to stop.

The most effective website now could mean a destroyed brand in the future.

Sure, stuff like this…


… could show that it brings in more revenue. For now.

But do it long enough and you’ll have a destroyed brand on your hands where you can only trick new visitors and don’t have any repeat business. That’s not sustainable.

A good example: pop-ups.

They work, and they work well. But push them too hard on your visitors and you’ll push them away.


Bottom line: use your own judgment to know when to stop chasing improvements. Don’t trust your A/B testing software to make that decision for you.