Most store owners pick $50 or $75 because it sounds right. But your customers are already showing you the real number. Here's how to let the data decide: 1. Graph your order history Plot your orders by value over the last 90 days. You'll see natural peaks where customers tend to land. These clusters reveal spending comfort zones you didn't set... they emerged on their own. 2. Find your abandonment cliffs Pull cart abandonment rates by value. Look for sharp drops at specific price points. That's where your current threshold creates friction that kills conversions. 3. Watch what gets added last Check which products appear in carts just above your threshold. Stickers, samples, cheapest items in your store? That's customers telling you the threshold feels arbitrary. They're buying stuff they don't want just to hit the number. 4. Test at natural pile-up points Run threshold tests where orders already cluster. But don't measure AOV alone. Profit per visitor tells the real story. A lower threshold with higher conversion often wins. Your data already has the answer. You just have to ask the right questions.

Timeless lessons in this academy. Victor really touched on a reality that most CRO “gurus” on X and LinkedIn conveniently avoid. We’ve all seen the posts: “We added X and unlocked $300k in yearly profit!” The implication is simple: rollout the winner, keep it that way, and collect the gains forever. In reality, it doesn’t work like that. There’s a brand I’ve been working with for almost two years now. We had clear wins in early 2024. But as the brand scaled and ad spend more than tripled, something important changed: the customer cohort evolved. The people buying today aren’t the same people who were buying 18 months ago. Following Victor’s advice, I went back and re-tested some of those “all-time winners.” The result? Some segments improved, but others completely tanked. The data had flipped. That’s the part most people don’t talk about. Testing isn’t “do it once and forget it.” It’s a continuous cycle: test → roll out → monitor → re-test → adapt. The brands that keep winning aren’t the ones chasing permanent wins.They’re the ones who accept that markets move, customers change, and experimentation has to evolve with them. That mindset alone makes this academy worth going through.

Probably the most interesting thing about experimentation is the lessons we learn. Because those lessons can change everything, in business and in life. One experiment completely changed mine. I was 18, and like many people my age, I suffered from severe acne. For four years, doctors prescribed pills, creams, and antibiotics. The only thing it really did was ruin my stomach. Until one day, an osteopath suggested I experiment with removing lactose from my diet for 30 days. I was desperate, so I tried, and gave up most of the things I adored: cheese, croissants, biscuits, cake, milk, cream, yogurt, butter, ice cream… I quickly realized they put lactose in everything!! And I’m French… It took time to learn a completely new diet (and I lost 10kg the first month). But in the end, acne was gone.I still get a pimple or two if I eat a croissant, but that’s tolerable. Those 30 days without lactose were a breakthrough. In life and in business, you can almost always test between A and B, and the lessons, you keep forever. It's been 10 years now, and god bless that osteopath! So, when I’m not running A/B tests for my clients, I’m testing how my body reacts to specific foods. Recently, I tested reintroducing cheddar (low in lactose). All good. And no, I didn’t need to eat 40,000 slices! Just a few burgers to notice it had no impact So here’s my question for you: What A/B test taught you a lesson that changed the game for your company or your clients?

The Growth Experiment Mindset. You're probably here because you care about testing. And you're curious about what else is possible. There's a whole world of experiments beyond headlines and buttons. Pricing. Shipping thresholds. Offer structures. Bundles. These are the decisions that can truly move your business forward. And they're all testable. This community exists to help you explore that world. Not with a formula or a checklist, but with a way of thinking that helps you figure out what to test next and why it matters. What you'll find here Short video lessons on how to explore your data, design experiments, and put what you learn into action. Templates to help you plan. Examples from real brands. And a space to ask questions, share what you're testing, and learn from others doing the same. Who this is for If you're running your first test or your hundredth, if you're a founder making pricing decisions or a specialist expanding your testing toolkit, you belong here. The only thing we ask: bring your curiosity. How to get started 1. Introduce yourself and tell us what you're working on 2. Explore the Classroom for the core lessons 3. Jump into Q&A whenever you have questions We're here to help you discover what works for your business. Let's get testing.