Why Your Homepage Isn't Just Another A/B Test

Hey Champ👋

Last week, I found myself in a fascinating discussion with a founder who was proudly showing me their homepage A/B testing dashboard. They had heat maps, conversion metrics, and user recordings - all trying to "optimize" their positioning.

I had to break some hard news: They were approaching positioning all wrong.

Here's the thing - positioning isn't something you can A/B test your way into. It's more like placing a strategic bet on your company's future. Let me explain why through a quick thought experiment:

Imagine you're trying to decide whether to target enterprise or SMB customers. You might think, "Hey, let's run two different homepage versions and see which converts better!"

Sounds logical, right? Here's why it's not:

A higher conversion rate on your homepage tells you almost nothing about which segment is actually better for your business. Enterprise customers need different features, support levels, and sales processes than SMBs.

Not to mention, if you've been attracting mostly SMB traffic, your enterprise messaging will naturally flop - there aren't any enterprise visitors to convert in the first place!

This brings me to a crucial point: Your homepage isn't just another marketing asset—it's your most important positioning statement.

Why? Unlike that positioning brief buried in your Google Drive or that sales deck only your team sees, your homepage is just one click away for everyone—customers, investors, and, most importantly, your entire team.

The hard truth? Positioning decisions need to come from the top. While your CMO might lead the project, ultimately your CEO needs to own these strategic choices. I've seen too many leaders try to delegate this responsibility, masking their indecision as "delegation."

Here's what really matters:

• Product positioning boils down to two key decisions: who you're targeting and how you'll differentiate

• Different customer segments use your product differently - each needs its own positioning strategy

• Don't confuse product positioning with brand positioning (that's about vision, purpose, and emotional connections)

• Once you've made your positioning decisions, then you can test different ways to message them

Remember: Your homepage isn't just another conversion optimization project - it's the crystallization of your most important strategic bet.

With that, let's get into what we have in store this week (lots of good stuff):

• News that matters from the past week

• Building a GTM strategy from scratch

• How to create product-led content

• Exciting AI & Productvity tools for you

• Ads that MRKTED well

• Website of the week

• And much more

In the news

• Microsoft unveils AI model for materials discovery

• Apple pulls AI news summaries after false headlines

• How marketers can stay reactive as a TikTok ban looms

🚀 All about Product Growth & GTM

How PostHog grows, the leaky bucket theory of network effects, how to grow subscription businesses, and what everyone should know about PMM.

✍️ SEO & Content Marketing

The ultimate Google Ads guide for B2B SaaS startups, tips for posting short-form videos on LinkedIn, and 10 brand rules for founders.

📣 Ads that Mrkted well

💻 Website of the week

Okay, that's it for now 🧡. See you next Thursday!

Don't worry when you are not recognized but strive to be worthy of recognition.” – Abraham Lincoln