The One Question That Makes Every A-B Test Smarter

Most A-B tests ask 'which variant wins?' but the smartest CRO teams ask a different question first: 'what is the smallest change that could produce the largest effect?' In this episode, Lucas and Luna break down the 'minimum viable change' framework—why testing big redesigns is usually a waste of time, how Amazon's one-click button emerged from an M.V.C. mindset, and why Booking.com's famously relentless testing culture hinges on incrementality. They also dig into a 2025 study from Unbounce showing that pages with a single focused change outperformed full redesigns 73 percent of the time. If your M.V.P. tells you what to build, your M.V.C. tells you what to test. No fluff, just a sharper way to think about every experiment you run. #CRO #ABTesting #MinimumViableChange #ConversionRateOptimization #Marketing #LandingPages #Experimentation #Bookingcom #Amazon #Unbounce #IncrementalGains #DataDrivenMarketing #BusinessGrowth #DigitalMarketing #Optimization #FexingoBusiness #BusinessPodcast #PodcastEpisode Keep every episode free: buymeacoffee.com/fexingo