Dumb Business

There’s good business and bad business.

And then there’s just plain dumb business.

I just returned home from a fantastic week in San Francisco where I spoke at Anne Holland’s Subscription Site Summit. It was a great event with a solid lineup of speakers.

One of the most interesting things I heard from another speaker had to do with A/B Testing. A company, who will not be named to protect the guilty, had engaged in split testing its homepage to increase conversions. A variant of the existing homepage delivered a whopping 30% increase in customer action.

The winning page in the test was never rolled out because of office politics.

Yeah, that’s what I said.