Growth · 6 min read
Conversion optimisation is mostly reading
Before the A/B test, read four hundred support tickets. The variant will write itself.
Dan WhitlockGrowth Lead · 9 April 2026
Takeaways
- Qualitative evidence shortens the test backlog dramatically.
- Most 'conversion' problems are comprehension problems.
- Ship the fix that the inbox has been asking for all year.
01
The tickets are the research
Support inboxes contain the objection list your landing page needs to answer, in the customer's own words, sorted by frequency.
“Read four hundred support tickets and the variant writes itself.”
02
Test fewer, bigger things
Button colour tests are how teams spend a quarter learning nothing. Test the offer, the order, and the proof.
Keep reading