Like for example, I remember we interview the Obama reelection committee team, the team that did the analytics for it. Nothing political about it. They just did tons of A-B testing. campaign. Fundraising subject line was hey, like just hey, that’s it. And it was so big it became this meme and it like, became a thing. And they told me, like when they were experimenting, they said, you know, you think overseas data we’re experts. We would know what would work. But we were working in chance, like flipping a coin did better at what we assume would work. And so that’s what I love about kind of that experimentation that a b testing that failure mindset is, hey, this thing actually surpris us. We thought we thought something work, but it didn’t.
So you can you think of B like your most what can the product or service do? surprising, most surprising lesson, something you thought would work or wouldn’t work or. AB Lieberman: Yeah, absolutely. So, we as an agency, we got access to a special feature with TikTok, that allow us to put, links in TikTok videos. And so I thought for sure this would help conversion rates. People are going to click. We’re going to get crazy amounts of clicks. Video. The link is in the video and it’s block tremendously. We barely got any clicks. We got less clicks than we would have gotten if we didn’t put a link in the video. And it was just very confusing. So the link was right there. People didn’t have to go out or anything. And my, assumption was that people just weren’t us to clicking on a video.
It’s just not, it’s most videos. Most, influencers uae phone number don’t have the option to put a link in their video on TikTok. People just weren’t expecting it. So they didn’t click it. They didn’t check it out. They just kept going. Which was very interesting that because hypothetically, it was easier to convert from inside the video than it ne to go to an influencers bio. But because it was something people were so, us to, it just completely flopp. Daniel Burstein: Yeah. That’s true. I mean, every platform has its own conventions, and if you’re not using those conventions properly, then you’re not going to get people to act. Here’s the another lesson you mention. The customer is always right and make sure they are always happy. You learn this from Daniel Lieberman, the CEO of Viral Marketing, who is also your father.