In our own experimentation, constant iteration consistently drives conversion increases.
Acquisition is the process of generating leads and acquiring net new customers, whether that’s through gated content, chatbots, a freemium sign-up, or something else. For example, Slack acquires users through an email collection form on their homepage. A core component of any growth marketing strategy, this use case reflects the need to experiment with conversion optimization to maximize the number of form submissions. Marketers should consider frequent iteration here, everything from the messaging, to button orientation, to colors, to form strategy. In our own experimentation, constant iteration consistently drives conversion increases.