Why You Shouldn’t Trust Your Gut

Which call to action do you think will perform the best?

• Sign Up
• Learn More
• Join Us Now
• Sign Up Now

As the Obama campaign learned, the difference is worth tens of millions of dollars.

Of course, predicting a winner isn’t intuitive. With remarkable candor, one Obama campaign spammer emailer put it this way: “We basically found our guts were worthless.”

Really? Surely, “join us now” will outperform “sign up.”

Nope. As former Obama operative turned Optimizely CEO, Dan Siroker, documents in the above video, “Learn more” carried the day.

Lesson: even the experts are still experimenting. Or, to paraphrase Reagan, Trust, but test.