Ashley Stirrup

15 value-driven experiments beat 40 button-color ones. That's the shift Craig Kistler made at Signet Jewelers, the parent company behind Kay Jewelers, Jared Jewelers, and Zales Jewelers. His team used to run 40 to 50 tests a quarter. Button colors. Headlines. Placements. Useful, but once you learn a color does not move the business, the velocity slows on its own. So they cut the volume and changed the question. Not "what can we tweak," but "if we had no rules, what could this page even be?" That led to their most counterintuitive win. A customer hits "view all rings" expecting thousands of products. Craig's team showed them zero, and forced a choice first: engagement, band, or fashion. They added friction on purpose. Exit rates did not rise. People went deeper and converted higher. Like this post if you're running value-driven experiments that actually move the needle.