This guide, based on over 20,000 A/B tests, reveals that most media experiments fail due to insignificant or overly complex changes. To succeed, marketers should use a Unified Variable Set (UVS), where all variables support one clear objective. High-impact strategies include visualizing content breadth, clarifying CTAs with next-step language, and simplifying pricing to reduce cognitive load. Real-world examples from Spotify, Apple Music, and The Wall Street Journal show how focused, psychologically impactful changes drive conversions. Amplitude’s no-code experimentation and analytics platform helps apply these proven tactics efficiently.

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