WIN REPORT: LESS FUNNEL, 26% MORE REVENUE

Summary from the TLDR Marketing newsletter

A/B testing can unlock larger revenue gains by removing choices that steer customers toward lower lifetime value outcomes. In this case, sending paid traffic directly to in-person booking increased revenue 26%, even though online subscriptions declined. Research showed that in-person customers converted better, stayed longer, and produced higher LTV, making the higher value path more important than maximizing initial conversion volume. The test shows that CRO can require removing a successful funnel stage rather than making incremental improvements to it.