E296 | What thousands of A/B tests reveal about websites that convert and retain with Casey Hill | DoWhatWorks

Today on the show we have Casey Hill, CMO of DoWhatWorks, a patented growth experiment tracking engine that reveals which website changes actually drive results. Casey brings experience from ActiveCampaign, his work as a Stanford instructor and advisor, and years of research into how leading companies like Slack, Shopify, and Asana run experiments. 

In this episode, Casey breaks down why most A/B tests fail and how to focus on the few elements that truly move the needle. We explore why two CTAs often outperform one, why customer logo bars underdeliver, and why expectation-to-reality alignment is the hidden driver of both conversions and retention. 

Casey also shares how DoWhatWorks blends large-scale data with human research to surface reliable best practices, why expansion revenue has become its biggest growth lever, and how enterprise clients are tackling churn by setting clear expectations from day one. 

We also discuss how onboarding experiments reduce early churn, why traffic sources should shape your CTA strategy, and why simplicity always wins on pricing pages.

As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on andrew@churn.fm. Don't forget to follow us on X.


Key Resources:

• DoWhatWorks
• LinkedIn | Casey Hill
• Ep 235 The Lifecycle of Loyalty: Tackling Churn at Critical Stages in the User Journey
• Slack
• Asana
• Klaviyo
• Shopify
• Ramp
• HockeyStack
• Linear
• Y Combinator
• Hotjar
• Clay
• Hex
• Buffer
• Rippling
• Optimizely
• Amplitude
• Webflow
• Adobe Target
• BetScores

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.