Selecting testable strategies

Not every churn reduction idea can be effectively A/B tested. Good test candidates are specific, measurable actions that you can control completely. For instance, testing different CTA button variations for a free trial works well because you control the element and can measure specific conversion rates.

The best test candidates have clear start and end points with measurable outcomes. Testing email subject lines, trial duration visibility, or pricing presentation makes sense because you can track exactly how many users respond to each variant.

However, testing broad improvements like file sharing experience doesn't work because it involves multiple complex variables and interactions that are difficult to isolate and measure. Consider the scope of the change when selecting strategies to test. Focus on testing one element at a time, like the placement of a trial end date or the display of storage options. These focused tests give you clearer insights about what actually impacts user behavior and conversion rates.^[1]